How to Survive the Tequila Turmoils of 2018

How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

Whether you’re in the business, a savvy consumer, or just an Average Joe overwhelmed by the hype of agave spirits, how can you ensure that you’ll survive the upcoming tequila turmoils of the rest of this year, and beyond?

We’ll show you how.

But first…

Let’s Review

You’ve heard the news of the current agave crisis that we covered in The Agave Panic of 2018:  Bloodshed on the Streets of Tequila. 

You’ve kept track of the trend since last year when we explained that The Agave Shortage of 2017 is Worse Than We Thought.

If you’re launching agave spirits brands during this time of crisis, we need a short discussion about–

Mega Distributors

Aside from some notable craft brands being swallowed up by corporate distillers, M & A has been the name of the game in the spirits distribution sector, too.

How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

Late November 2017 brought the news that distributor Breakthru Beverage was set to combine with Texas based distributor Republic National Distribution Company to match 2016’s mega-merger of Southern Wine and Spirits with Glazer’s, Inc.

This means that smaller agave spirits labels are in danger of never gaining the attention of these behemoth corporations.

And, if your small batch agave distillate has been promised a slot in the hulking distributors’ newly formed “craft spirits division,” specifically to “incubate” promising brands, my advice…

Don’t Do It!  It’s A Trap!

How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

Whether they’ve promised your juice a small amount of attention, or you’re in the “full book” (entire spirits catalog), these divisions are engineered to give the up-and-coming little guy a false sense of hope–and a false sense of security–that your gem will be distributed nationwide, some day.

Fat chance.  It’ll never happen. Wake up!

These mammoth distributors are in bed with the Big Boys, and won’t lift a finger to help you get the word out or build your brand.

Whatever that friend-of-a-friend-who’s-been-in-the-business-a-long-time-and-you’ve-been-golfing-buddies-forever has pledged to you, these departments are engineered to safely “sit” on your precious tequila or mezcal because it has been deemed a threat to the shelf space of their higher paying bread-and-butter flagships.How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

With the recent pay-for-play scandals that have been in the booze news lately, this technique is tougher to detect.

You’ll still be in the same boat you’re in now, doing all the work yourself.

Instead…

Support Your Local Distributor

Not a day goes by where a rising agave star doesn’t ask us for recommendations on a “good distributor” [There’s an oxymoron!] in any state.

Personally, I hesitate to recommend any particular distributor.  I’m not a big fan of them.  Some will argue that the Three Tier System of distribution in the United States is archaic, and serves only the Big Brands.

That said, small-to-mid sized distributors, in my opinion, will become even more important in the grand scheme of things, especially in light of the next impeding mega-merger between Republic National and Breakthru Beverage.

If you’re lucky enough to find hustlers like agave-centric Glass Bottom Distributors in Southern California, or Creospirits in Arizona, your troubles might be fewer.

On the other hand, if you decide to go with a small wine house, or choose a beer distributor or some other arrangement, you’ll still need to instruct their sales staff on how to sell your agave spirit.

Assume that they are simply order takers and woefully under trained (they are!) on anything other than wine or beer, or what’s “on spiff.”

When instructing these salespeople, speak to them in terms they will understand, and don’t have high expectations.

Maybe, just maybe, they won’t disappoint you too much.

Savvy Consumer

You’re one smart cookie.

Not too many people can pull the wool over your eyes, but…

You’re afraid of falling for the excessive marketing that’s endlessly broadcasted to you from all sides of the tequila aisle.

Relax.How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

We suggest you re-read our 2-part series, Craft Tequila:  WTF Does THAT Mean? Part 1.  And, the guidelines put forth in the Craft Tequila Gauntlet in Part 2.

Add Kosher

While you’re at it, add kosher tequila and mezcal to your arsenal, too.

Don’t laugh.  It’s a billion dollar business.

If Rothschild can release a kosher rose champagne, what’s keeping tequilas and mezcals from doing it, too?

Check out our 4 part series, The BIG Business of Kosher Tequila, Part 1 , Part 2 , Part 3 , Part 4 .

The Average Joe

If you’re just an Average Joe, and even if you’ve done all the aforementioned due diligence, you’re still in danger.
How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

Rather than taking shortcuts in order to meet heavy worldwide demand and risk losing quality, some reputable tequila makers have reportedly stopped distilling temporarily in the hopes that agave prices will level out.

[At this writing, agave prices are at $25 pesos per kilo.]

One industry insider confessed to us, however, that a major brand name tequila had switched completely to using diffusers to produce its tequilas.

Asked whether the owner of this large distillery was concerned that the quality of his juice would suffer, he admitted that he didn’t care.

He defended his position by saying that his tequila had been around for so long, and was moving a significant amount of cases, that consumers would never know the difference, anyway.

To purists, news like this breaks their heart.

To savvy consumers, this deliberate disrespect of the public’s intelligence should raise their hackles.

To the Average Joe, this will make your head spin because you make your buying decisions based mostly on tried and true names that you’ve always trusted.

Mainstay brands that were standouts before being bought by global companies, or invested in by foreigners outside of Mexico, are banking that you’ll fall for their marketing–and, on your ignorance.

Don’t let them!

How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

What Else You Can Do

Support small producers of agave spirits.

The Big Boys will always weather the storm, but a few of the little guys could be out of business over the course of the next five years or so.

In promoting them–and even some of the more popular brands, it seems–expect to pay more at your local bar or liquor store.

Whether the agave crisis is fact, fiction or a fusion of both, the scarcity of a commodity will always drive prices higher.

In this thoughtful article by the non-profit advocacy group, Tequila Interchange Project, here’s what else you can do to prepare for what’s to come–without selling out.

Informed agave spirits consumers should always strive to drink for a greater, and more balanced, agave distillates industry.

Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

The Top 20 Craft Tequilas You’ve Overlooked

USA_Today_comIn early August of 2016, I received an email from USA Today asking me to weigh in on their craft spirits-themed Readers’ Choice contests, and in our case (at press time), the soon-to-be-launched craft tequilas list.

I’ll be honest, I dread these lists.  What’s worse is, I dread being asked to participate in compiling them.

Let me tell you why.

It’s A List

In the Digital Age, everyone wants things in bite sized form and they want it now.  It is also proven that numbered lists draw attention.  And, there are so many of them out there on the Interwebs–

Fifty Ways to Leave Your Lover…

The 10 Best Ways to Cheat On Your Mate…

Six Ways Your Cat Plots to Kill You…

A Word About Your Sins

Ever wonder why those numbered titles are so enticing?7-deadly-sins

It’s because they are aimed at the 7 Deadly Sins.

A steadfast rule of copywriters is to compose content that elicits an emotional response from readers to take action.

To drive your particular sin even further to cause you to read the content, the word YOU is hammered into every title.

[Editor’s note:  See what I did with my title?  You choose which sin fits best for YOU.]

Craft Is A Buzzword

As we thoroughly examined in our reports, Craft Tequila:  WTF Does That Mean? Parts 1 and 2, the term craft has been kidnapped by marketers writing fancy copy to confuse the consumer.

Only 10?

gato sorprendido

While the instructions in the email required at least 20 selections from me, the contest will butcher the selections down to only 10–

Selected by those who are unaware of what a craft tequila really is, and…

Curated by someone whose job it is to find ways to engage USA Today’s readers.

It’s A Contest

check-list-red-wfjgrkbmmkvlWhen our COO, Lisa Pietsch, examined the contest website and the myriad of other pre-existing lists, she found that this is a clever way for USA Today to increase reader engagement.

Reader engagement translates to readers’ time spent on USA Today’s mammoth website, which in turn translates to money they charge advertisers.

The term we use is “sticky” as in spider’s web sticky.

Which leads me to–

Paid Advertisers 

Having been paid to ghost write Editor’s Choice lists in the past, I am fully aware that many times, spirits sponsors of major magazines and websites tend to sneak onto them.

This, despite my vehement objections to the editors that such a move invalidates the list altogether.

So, before any of the Usual Suspects wind up on USA Today’s 10 Best Readers’ Choice Awards Craft Tequilas list, here are my selections.  Bear in mind, I was limited to only twenty brands.

The Top 20 Craft Tequilas You’ve Overlooked

In no particular order…

  1. Fortaleza
  2. T1 Tequila Uno
  3. Tears of Llorana
  4. Suerte
  5. Siembra Azul
  6. Siembra Valles
  7. Tapatio
  8. Tequila G4
  9. ArteNOM 1414
  10. ArteNOM 1580
  11. ArteNOM 1146
  12. ArteNOM 1549
  13. Trianon
  14. Pasote
  15. Embajador
  16. Alquimia
  17. DesMaDre
  18. Dulce Vida
  19. Don Fulano
  20. IXA

The Fallout

12995-anxiety_news

Whether any of my selections make the cut, remains to be seen.

Depending on who the other “tequila experts” were that contributed to the final list to be voted on, the results, if nothing else, should be interesting.

One thing is for certain–

Not everyone will be happy.

Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

How Your Favorite Periodicals Perpetuate Tequila Myths

One Day, At Band Camp…

Recently, myself, and a few select others in this tightly knit tequila community, were asked to be interviewed for quotes concerning “surprising things you can do with tequila” for the May issue of a major, worldwide men’s magazine.

In the US, this would be just in time for Cinco de Mayo, and the predictable onslaught of articles riddled with comical inaccuracies and beginning with hackneyed clichés like…

“Remember when you were in (grade school, high school, college)…?”  Or…

“Celebrating Mexican Independence Day…”  Or…

“I can’t stand the smell of tequila to this day because one time….”  And, my very favorite–

“…tequila, made from the agave cactus….”

The author of this upcoming article told me that his magazine’s circulation encompassed a wide age demographic that included

One day, at band camp...
One day, at band camp…

males from their mid-twenties to early sixties.  In other words, from Millennials to Baby Boomers.

He further confidently informed me that his readership “has no idea about tequila outside of Cuervo Gold.”

At least, that’s what his boss–the editor!–told him to assume was his audience.

I was both disheartened and dismayed.

The Numbers Don’t Lie

According to this magazine’s website…

“[It] is the world’s largest and best-selling men’s magazine with 47 editions in 61 countries and a global readership of more than +35 million.  In the U.S., [its] circulation exceeds 1.8 million, and it has been named a Capell’s Circulation Report top-ten performer every year for the past decade.”

This magazine also gives complete breakdowns of their demographics including education and income, and how they compare to other men’s magazines.

It is, by far, the leader.  Further, its mission statement is…

50 Shades of Grey, er, gray.
50 Shades of Grey, er, gray.

“It’s the brand for active, professional men who want greater control over their physical, mental and emotional lives.  We give men the tools they need to make their lives better through in-depth reporting, covering everything from fashion and grooming to health and nutrition as well as cutting edge gear, the latest entertainment, timely features and more.”

Lastly, it claims to be…

“#1 source of information for and about men.” 

Underestimating Your Audience

*Rant Alert!*

So–

What does it say about editors of major men’s magazines who still insist that their audience only shoots tequila and chugs suds when their own stats tell a different story?

Major men’s magazines who service this demographic continue to dumb down significant advancements in the spirits industry, as well as perpetuate tequila myths to keep their readers in the dark.

Tequila hasn’t just “come of age.”  It’s been coming “of age” for

Remember when luxury meant subtle?
Remember when luxury meant subtle?

the past twenty years like the most recent Paleo diet or ab workout.  Cutting edge technology doesn’t only occur in the latest sports car or luxury wristwatch.

Here’s a newsflash for you, Perry White–

The issues facing the Tequila Industry at this point in time are much more critical than “surprising things you can do with tequila.”

When you construct 9 pages on your website to convince potential advertisers that your audience is wealthy and educated, act like it.

Give them timely information with substance–

 For Instance…

This article in the Times-Picayune is a prime example of a journalist who refuses to underestimate her newspaper’s audience while adding value to their lives.

It’s no secret these days that the craft beer and distilling industries are taking a bite out of the huge market share that beer and spirits multinational corporations have dominated for decades.

In case you missed it, Tequila Aficionado Media tackled this issue at length in Craft Tequila–WTF Does That Mean? Part 1 and Part 2.  In Part 2, we made suggestions on how you can distinguish a craft tequila from all the others (the Craft Tequila Gauntlet).

These behemoth conglomerates continue to fight back, either by swallowing up smaller brewers or distillers, or, as in Budweiser’s case, by turning up its nose at the whole craft concept, illustrated in this now infamous Super Bowl XLIX TV spot.

 Consumers Care

Whether it’s a by product of self-education and exploration, or the education being received from the craft spirits sector of the market, the average consumer is becoming more aware of what they’re imbibing and demanding quality and transparency from the industry.

So much so, that some consumer groups have taken it upon themselves to sue spirits makers like Austin, Texas’ Tito’s Vodka, and most recently, Jim Beam bourbon, for false claims that they are handcrafted.

Handmade?
Handmade?

While Simon Ford, one of the erudite founders of The 86 Company, makers of Tequila Cabeza, agreed in this interview, that such lawsuits are frivolous, he does admit that small companies like his owes it to the consumer “to explain the ins and outs of how it’s made and why it’s a worthy spirit.”

Therein lies the rub.

The Truth and Nothing But The Truth

It behooves all small craft brands to continue educating their customers every chance they get, whether in person, through word-of-mouth, in point-of-sale materials (POS), or through social media channels.  And…

It is vitally important do so in print periodicals.

Conversely, it is the responsibility of the journalist, blogger, writer, copy editor or author of the article to report the information accurately–no matter what your boss says.

Think we’re being too difficult in demanding that we be quoted truthfully?  That we’re acting like prima donnas because we refuse to pair down our quote to fit your word count?  That we’re making a big deal out of a little white tequila lie?

Read this horrendous tequila blog posted on Liquor Online from August 2014, and then, get back to me.

If The Explosion Doesn’t Kill You, the Fallout Will

This piece of rubbish garnered such responses from readers like…

“What a disservice to someone that wants to learn / understand!”

And, this one…

Don't be THIS writer.
Don’t be THIS writer.

Lifestyle and Spirits Writers–

Let Me Let You In On a Little Secret…

It isn’t that we in this tequila community aren’t grateful for the opportunity to voice our opinions and impart our knowledge of our beloved spirit to your subscribers.  On the contrary–we are fully aware of the enormous goodwill that that kind of street cred can generate for us.

But you must understand and respect that it is our reputations, images, and brands that are also on the line.  Not to mention our character and integrity.

Remember–

You asked for our expertise to up your street cred, too!

Those of us throughout the tequila community take very seriously what we preach.  Whether we’re in the liquor store

Does your magazine add value to your lifestyle?
Does your magazine add value to your lifestyle?

aisles or quoted in the pages of a magazine or newspaper, we believe that at every moment we are adding value to someone’s life and lifestyle.

Don’t Be That Magazine

Like it says on Tequila Aficionado Media’s website and all of its social media, it is…

“The most comprehensive and informative source for Tequila, Mezcal and Sotol on the Internet or in print today.”

We don’t pretend to be anything else.  Your favorite magazine shouldn’t either.

Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!

How to Get Paid to Drink Tequila:

How you can turn your passion into profits and get paid to drink tequila as a blogger, vlogger, podcaster or author

 

Salud!!