Tequila: A Global History by Ian Williams

Tequila: A Global History by Ian Williams http://wp.me/p3u1xi-4juThere are few books on the subject of Tequila that are considered classics.  The Book Of Tequila by the late, great Bob Emmons, stands out as the most essential for any student of agave spirits.

I consider Emmons the first, true Tequila Journalist.  He was the first American author to demystify the much maligned Mexican tipple, and give it its rightful place among other elite sipping spirits.

Even posthumously, Emmons’ tome is so sought after that it is almost impossible to buy in paperback, let alone in hardcover.  Obtaining a used copy, in any condition, is like discovering a treasure bottle of Porfidio Barrique, and just as pricey.

Ian Williams’ Tequila:  A Global History, is not that kind of book–

But it could be.

What’s Left?

Tequila: A Global History by Ian Williams http://wp.me/p3u1xi-4ju

To say that Emmons volume was ahead of its time goes without saying.

Chock-full of such useful information as addresses of the then existing distilleries, to the history of tequila, and even drinks recipes, Emmons covered it all.

So, what’s left to report?

Everything!

The Rest of The Story

Tequila: A Global History by Ian Williams http://wp.me/p3u1xi-4ju
The late Bob Emmons.

Since the first printing of Emmons’ book in April 1997,  coinciding with the bilateral agreement between Mexico and the European Union that recognized tequila’s and mezcal’s denominations of origin a month later,  the Tequila Industry has boomed and busted at least twice, maybe even three or four times.

And Agave Spirits, in general, has zoomed to the forefront of every mixology menu riding the wave of an unprecedented global cocktail craze.

That’s where  Williams’ Tequila:  A Global History steps in.

Have A Drink!

Sadly, Emmons is no longer on this earthly plane to have a drink with and to discuss the dawning of the growth of the Tequila Industry.  Ian Williams, on the other hand, is alive and well and free for a drink!

Tequila: A Global History by Ian Williams http://wp.me/p3u1xi-4ju
Ian Williams, author of Tequila: A Global History.

We asked Ian to join us on Open Bar to discuss Tequila:  A  Global History.  You can view that episode here or read on.

A wordsmith of the most delightful kind, the affable Williams literally embodies the voice and narrative of his book.  With a sly smile and a gleam in his eye, this witty Brit kept us in stitches, sumptuously entertaining us with his tequila and mezcal travel tales.

Something For Everyone

His information isn’t just historically priceless (his interview with the controversial pariah Martin Grassl, innovator of Porfidio tequila, alone is

Tequila: A Global History by Ian Williams http://wp.me/p3u1xi-4ju
Porfidio Barrique

worth the purchase price), but also timely.

Williams deftly discusses the contentious implications of the recently tabled NOM 199 facing the Mezcal Industry and explains the true meanings of the newest designations (ancestral, traditional, artisanal, and industrial) that marketers have diluted into buzzwords to drive the craft spirits sensation.

He skillfully weaves the known Mayan, Olmec and Aztec chronology with current archaeological discoveries of Asian influenced distillation methods that stand to rewrite that history and the part played by the Spanish conquistadors.

And for Millennials seeking to educate themselves, Williams tackles sustainability issues, organic agave spirits, premiumization in the agave spirits market, and the sexiness of the agave plant itself.  Even photos and cocktail recipes are included.

Mr. Williams does all this while craftily drawing parallels and similarities from his whisk(e)y, scotch and rum experiences (see Rum:  A Social and Sociable History) as well as touching on other Mexican spirits like sotol and bacanora.

Tequila: A Global History by Ian Williams http://wp.me/p3u1xi-4ju

If Bob Emmons’ quintessential primer is considered The Greatest Tequila Story Ever Told, then Ian Williams’ Tequila:  A Global History, could be its worthy sequel in a continuing agave saga.

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!

What If There Were No Duty Free Tequila?

In the December 17, 2009 issue of Drinks International online magazine, the headline reads:

WHO plans global duty free liquor ban

The story goes on to say…

“The World Health Organization (WHO) has shocked the duty-free industry by proposing a global ban on duty-free liquor sales, a business which was worth $6.3bn last year.”

The proposal to slow down alcohol consumption was actually published in December of last year, but will finally get onto the WHO’s Executive Board agenda between January 18-23, 2010. The Board is made up of health ministers from 34 leading countries, and if it approves the proposal, it will be presented to the WHO’s full annual General Assembly in May 2010.

Keith Spinks, secretary general of the European Travel Retail Council (ETRC) believes that the proposal will pass the Executive Board and into the General Assembly that is made up of 193 governments, and warns, “If this goes though, it will be a disaster for the industry.”

Should the World Health Organization ratify this proposal, there is an upside.  According to Spinks, this proposal on liquor would not be “binding.”

“It is going to be up to each member country to decide whether to implement the proposal or not.” But, he adds, “My fear is that some countries will and some won’t, leaving us in a big mess.”

In 2005, the WHO tried to ban duty-free tobacco sales through its Framework Convention on Tobacco Control (FCTC). The FCTC was ratified by 165 countries worldwide, but has yet to be implemented by any country.

A quick review of the members of the World Health Organization may give a clue as to why.

Alcohol, Tobacco, and Tourism

All countries which are Members of the United Nations may become members of World Health Organization by accepting its Constitution.  So, which countries are members?

Australia, the Bahamas, Costa Rica, Dominican Republic, Egypt, Finland, Germany, Hungary, Italy, Mexico, Switzerland, UK, and the USA, to name just a few.  Most all of these countries have one or more international airports with duty free stores selling among other things, spirits, cigars, and cigarettes.

Not only do most of these member countries tout tourism as a major industry, but many also have their signature spirits (and cigars, in some cases) that define them.  Examples are rum from Barbados, limoncello from Italy, and of course, tequila from Mexico.

Where duty free merchants pay inventory/business or other taxes, customers usually pay none.  For these countries, tourism, and the profit made at duty free shops from alcohol and tobacco sales, is directly related to each other.

How much damage could the enforcement of this proposal do?

WHO vs. Patrón

As stated above, duty-free liquor sales from last year amounted to $6.3 billion in 2008.  That accounted for 17.2% of the total global liquor business according to the Drinks International article.

In the April 2008 issue of Impact Magazine, it states that Patrón tequila was also penetrating the travel retail sector overseas, long a key channel for high-end spirits but one in which tequila was underappreciated.  Patrón was aggressively growing its brand by sampling at very visible public relations events in key cities such as London, Athens, Hong Kong, Singapore and Sydney, all whose countries are members of the World Health Organization.

The Patrón Spirits Company, producers of Patrón tequila, claim on their website to be in over 100 countries and islands worldwide.  Given that there are only 193 members of the WHO, the chances are good that Patrón is available in the duty free stores of most of these member countries.

Assuming that the same 163 countries that ratified the duty free tobacco ban in 2005 also decided to ratify—and enforce–the duty free alcohol ban, the results could be devastating not just for Patrón, but also for Sauza, Brown-Forman (El Jimador brand), and Jose Cuervo, as well as all spirits suppliers, duty free retailers, and airports.

While it seems likely that the World Health Organization’s Executive Board will ratify the alcohol ban proposal, it seems unlikely that any countries will actually enforce it.

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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!!