By Nick Gillett, Mangrove Global MD.
Over the last few decades Tequila (and its other agave siblings) have earned themselves a bit of a split personality, outside of their Mexican homeland. The first, a superficial party spirit, spilled on sticky floored nightclubs and live music venues, blamed for bad decisions and great memories in equal abundance. The second, a complex and respected tipple of the culinary world; a liquid that’s deeply imbued with culture, flavour, and rich Mexican legacy.
Today, Tequila has shed its party reputation, driven in part by a flood of celebrity backed brands entering the market; kick started by George Clooney’s Casamigos being sold to Diageo in 2017. The big budgets of these brands brought the true story of tequila to life, and its been stellar for the category’s reputation. Now, agave spirits hold similar regard to whisky, or rum; liquids that reflect tradition, regional agriculture, and people-led production that’s deeply embedded in Mexican communities.
Provenance as a differentiator
But it wasn’t just the likes of Clooney, Dwayne “The Rock” Johnson, and Matthew McConaughey that triggered the global Tequila market value from $3.8BN in 2011 to $13.7BN in 2025. The 2010s was a time for premiumisation across the spirits industry. The overall market grew, access to information was at an all-time peak, and brands were fighting for ways to differentiate. As a result, the “brand story” became more important than ever and consumers gained a better appreciation of provenance.
What do we mean by Provenance?
There are only five states in Mexico where Tequila can be produced, and of those five, Jalisco is responsible for over 90% of the brands we know and love. Provenance, when used in relation to tequila, refers to the importance of that region; the traditions, the ingredients, the people, the climate, the land – it all plays into that authenticity that discerning consumers have come to thoroughly enjoy.
The ‘Tequila Ambassador’
Of course, no article on the topic of Tequila would be worth the salt on the back of your hand, without mentioning the late, great Tomas Estes. Born in 1945 in Los Angeles, Tomas Estes was always an advocate of Mexican culture; the raw reality of it that’s rooted in the land and the people. In 1976 he opened his first Café Pacifico – the act that kicked off his reputation as The Tequila Ambassador. Through his work importing Tequila into Europe for his restaurants, he began getting himself in front of crowds of industry leaders, trend setters, and the early version of what we now know as influencers. He spoke about the land, told stories of the five big families who developed the art of tequila production, waxed lyrical about the Jimadors in the fields (those who harvest the agave). The depth and enthusiasm of his ‘sermons’ on the spirit meant that after you’d listened to or read his words – you’d never shoot a shot again, you’d sip it.
Top Tequila Tips
So, thirsty reader, if you’re a seasoned agave lover, or just someone who enjoys exploring the world of spirits – here’s a few things you can do to delve into the world of tequila and discover the best of it:
- Get your hands on a copy of Tomas Estes’ book “The Tequila Ambassador”
- Prop up the bar at the legendary Pink Chihuaha bar at El Camion in Soho, or the team at Café Pacifico in Covent Garden – and ask the bartender some questions. They’ll give you a great steer on where to start.
- If you’re a long-time lover of Tequila, spend an afternoon at Hacha in Haggerston if you want to expand your agave-flavoured horizons into Tequila’s cousin, Mezcal.
- If you want to learn more about a brand in an objective way, visit agavematchmaker.com
- Follow @thelucasassis on Instagram for reviews and amazing cocktail inspiration
- Listen to the Agave Roadtrip podcast from the guys at SACRED Agave. They know their stuff and you just might be inspired!
Lastly, check out the agave spirits within our very own Mangrove portfolio. We focus on independent producers, known for their provenance – if you’re looking for a delicious liquid, this is where you’ll find it mangroveuk.com/our-brands
About the expert
With more than two decades at the forefront of the spirits industry, Nick Gillett has earned a reputation as one of the UK’s most authoritative drinks experts. As Co-Founder and Managing Director of Mangrove Global, the award-winning distributor behind some of the world’s most exciting independent spirits brands, he combines deep commercial insight with an encyclopaedic knowledge of whisky, rum, tequila and emerging categories. Nick’s career spans senior leadership roles, global brand launches and strategic consultancy across the On and Off Trade. A respected industry commentator, his forthright views and category expertise regularly feature in leading trade titles including Harpers, The Spirits Business and CLASS magazine.
