Telling consumers that they should only drink mezcal between 45% and 55% ABV (alcohol by volume) has become somewhat acceptable practice in Oaxaca mezcalerías. While most artisanal mezcals are within that range, there are excellent products both below and above the “norm.” Spirits consumers who are accustomed to drinking quality yet commercial tequilas or scotches at 40%, may never come around to appreciating 53% mezcals. So why tell them what ABV they should and should not drink? If a patron has in mind an evening of imbibing, perhaps three 3-pour flights, consider sneaking in a couple of products outside of your preferred ABV range and gauge interest, welcome commentaries, and discuss.
The rationale for the rule simply does not hold water. The owners of one particular brand of artisanal mezcal conducted close to 100 blind tastings throughout Mexico before settling upon a 37% spirit for its flagship product. During the first year of operation the brand shipped 16,000 liters from its distillery in Santiago Matatlán, Oaxaca, for the national market alone. The brand continues to thrive, opening new markets.
It is indeed true that some mezcals less than or greater than the stated alcohol by volume (ABV) range do not enable the consumer to fully appreciate the particular spirit’s flavor potential, but this is not always the case. Some mezcals well into the 60%+ category, in the realm of puntas or heads, go down more smoothly than a 45%, and retain exquisite notes.
It is suggested that with the current agave scarcity and concomitant dramatic increase in price per kilo of raw piña, producers and exporters will opt for one of two ways to address the “crisis” if they wish to maintain or enhance existing profit levels: significantly increase the price per liter or bottle – but the spirits market will determine the viability of doing so; or reduce the ABV with a view to remaining competitive in the marketplace. If the latter, the blowhards will have little choice but to temper their dogmatism.
Read our next installment on this thought provoking feature by Alvin Starkman tomorrow where he’ll discuss agave species.
Alvin Starkman holds an M.A. in social anthropology from Toronto’s York University and a J.D. from Osgoode Hall Law School. He has written one book about mezcal (Mezcal in the Global Spirits Market: Unrivalled Complexity, Innumerable Nuances) and over 35 articles centering upon Mexican craft beer, pulque, mezcal and sustainability, as well as a further 250 articles about Oaxacan life and cultural traditions. He co-authored a chapter in an edited volume on culinary heritage (published August, 2014), and wrote an article about brideprice in a Zapotec village (scheduled for release in autumn, 2014, in the Canadian Journal of Latin American and Caribbean Studies)..