The refined nature of tequila and the history that accompanies it is often overlooked by drinkers. New world wine regions like South Australia’s Barossa Valley and California’s Napa Valley have been home to vineyards since the mid-nineteenth century. Scotland’s Strathspey region has been producing single malt whisky since the end of the eighteenth century. The citizens of Tequila, Mexico and the state of Jalisco have been making Tequila for over 400 years. Originally an alcoholic drink made by the Aztecs, it was later discovered and introduced to the world by the Spanish Conquistadors.

Photo from krembo1's Flickr

La Ruta del Tequila – Mexico’s Napa Valley

In 2007, the Mexican government began promoting La Ruta del Tequila – the Tequila Trail – using the wine country of Napa Valley as a model. The objective is to strengthen economic and cultural development in the region and provide a means for boosting tourism related industries in the state of Jalisco by taking this local brand global.

World Heritage site

Over 50 million gallons of tequila is sold worldwide every year with every drop coming from this once sleepy region of Mexico. The Agavero Landscape and Ancient Industrial Facilities of Tequila were recognised as a World Heritage Site in 2006 – a distinction won for their significance in maintaining the cultural pride and integrity of the state of Jalisco. As originator of the drink, the region has been granted a geographical indication (GI).

No Tequila slammers here

Much like wine aficionados, savoir-faire tequila collectors are snatching up unique hand blown glass, crystal, pottery and ceramic bottles filled with different types of tequila. Even Justin Timberlake has launched his own tequila brand – 901 Silver. In Mexico, tequila is often drunk straight: no rocks, no salt and definitely no lime. You’ll often find drinkers of fine tequila who will alternate sipping a shot of tequila with an equal sized shot of sangrita – a drink aimed to stir your senses into a spiral as a mixture of sweet, sour and spicy.

Types of Tequila

• Unaged tequila is blanco, or silver, while tequila that has a gold or caramel colour is called joven abocado, ‘bottled young’.
• Reposada, ‘rested’, tequila is aged in oak for at least two months.
• añejo, ‘aged’, has aged for a year or more.

To be classified as tequila, the liquor has to be made from no less than 51% Weber blue agave.

Tourism development in Jalisco, Mexico

The Inter-American Development Bank (IDB) has signed on with the Tequila Regulatory Council to promote small and medium enterprises (SMEs) situated in the originating home of tequila and help accommodate an increase in visitor numbers without threatening the region’s culture and land. WHL Consulting will be working with the IDB and running its own programs in the region to ensure that these SMEs are indeed market ready and equipped with all the tools necessary to promote themselves effectively on a global scale.  They will also be working to create access to the tourism market for these SMEs through online channels from the the very beginning.

Poor farming practices

With the boom in tequila production, much of the agricultural land has become victim to mass producers looking to pounce on a money making opportunity. The result is poorly cultivated land unprotected against infestation and disease. Many larger companies have resorted to harvesting their own agave, rather than relying on independent farmers, losing some of the traditional farming practices. This is another area where work clearly needs to be done.

Further information

• Drinking Tequila in Tequila – a nice account of the experience with plenty of pictures. (Twitter: CAroundTheWorld)
• For accommodation and tours in Mexico visit whl.travel …your local connection.