Agave spirits are experiencing unprecedented growth. Learn about the key differences, emerging brands, and cocktails driving this trend.
Tequila and mezcal have transformed from fiesta shots to sophisticated sipping spirits. This shift represents one of the most significant changes in the spirits industry, and smart bartenders are capitalizing on the trend.
The Numbers Behind the Boom
The agave spirits market has seen explosive growth:
- Tequila: Sales increased 18% year-over-year, with premium categories growing even faster
- Mezcal: Though still a fraction of tequila’s size, mezcal has grown 40% annually for five consecutive years
- Celebrity Investment: Over $3 billion in celebrity-backed agave brands launched in the past three years
Understanding the Category
Tequila Basics
All tequila must be:
- Made from Blue Weber agave
- Produced in designated Mexican regions (primarily Jalisco)
- At least 51% agave (100% agave for premium products)
Classifications:
| Type | Aging | Flavor Profile |
|---|---|---|
| Blanco/Plata | Unaged or < 2 months | Bright, agave-forward |
| Reposado | 2-12 months | Balanced, light oak |
| Añejo | 1-3 years | Complex, vanilla notes |
| Extra Añejo | 3+ years | Smooth, whiskey-like |
Mezcal Basics
The key differences:
- Can be made from 30+ agave varieties (not just Blue Weber)
- Traditional production uses underground pit roasting (creating smokiness)
- Each agave variety produces distinct flavors
Popular Agave Types:
- Espadín: Most common, approachable, slightly sweet
- Tobalá: Wild-harvested, complex, floral notes
- Arroqueño: Large piñas, tropical fruit character
- Madrecuixe: Wild, intense, vegetal
Cocktails Driving the Trend
Classic Tequila Cocktails Getting Upgrades
Elevated Margarita
- Premium blanco tequila
- Fresh lime juice
- Quality triple sec or agave
- Salt rim options: smoked, chili-lime, black salt
Paloma 2.0
- Reposado tequila
- Fresh grapefruit
- House-made grapefruit soda
- Tajín rim
Tequila Old Fashioned
- Añejo or extra añejo
- Agave syrup
- Mole bitters
- Orange peel
Mezcal Cocktails Gaining Popularity
Mezcal Negroni
- Mezcal (instead of gin)
- Sweet vermouth
- Campari
- Orange peel
Naked & Famous
- Mezcal
- Yellow Chartreuse
- Aperol
- Fresh lime juice
Oaxacan Old Fashioned
- Mezcal
- Tequila
- Agave
- Mole bitters
Premium Brands to Know
Tequila (worth stocking/recommending)
Ultra-Premium:
- Clase Azul
- Don Julio 1942
- Tears of Llorona
Premium (Great Value):
- Fortaleza
- G4
- El Tesoro
- Tapatio
Accessible Quality:
- Espolón
- Olmeca Altos
- Cimarron
Mezcal (essential knowledge)
Gateway Mezcals:
- Del Maguey Vida
- Banhez Ensemble
- Mezcal Union
Premium Expressions:
- Del Maguey Single Village
- Ilegal
- Fidencio
Collector’s Corner:
- Rey Campero
- Real Minero
- Vago Elote
Selling Agave Spirits
Customer Education Techniques
When guests are curious but hesitant:
- Start with comparisons: “If you like bourbon’s sweetness, try an añejo”
- Offer samples: A small taste overcomes most objections
- Tell stories: Share the craft behind traditional production
- Suggest food pairings: Agave spirits shine with spicy and citrus flavors
Upselling Strategies
- For shot orderers: “We have this incredible blanco that’s meant for sipping”
- For Margarita drinkers: “Would you like to try this with our premium 100% agave?”
- For curious customers: “Have you explored mezcal? It’s like tequila’s smoky cousin”
What This Means for Your Career
Agave spirits expertise is increasingly valuable:
- Menu Development: Bars want staff who can create agave-forward cocktails
- Customer Experience: Knowledgeable bartenders command better positions
- Brand Ambassador Opportunities: Agave companies actively recruit educated bartenders
- Specialization Path: Become the go-to agave expert at your establishment
Building Your Knowledge
Resources We Recommend
- Books: “How the Gringos Stole Tequila” by Chantal Martineau
- Certifications: Tequila Sommelier Academy, Mezcal Institute
- Tastings: Attend agave-focused events and tastings
- Travel: Nothing beats visiting Mexico (our advanced program includes opportunities)
The Bottom Line
The agave spirits boom isn’t slowing down. Bartenders who develop expertise in this category position themselves for better opportunities and higher earnings. It’s not just about making Margaritas—it’s about understanding a rich category with history, craft, and endless exploration.
At ABC Bartending College, our spirits education includes comprehensive coverage of tequila and mezcal. From production methods to cocktail applications, our students graduate ready to navigate this exciting category.
Want to taste some of these spirits? Visit one of our campuses for a complimentary class audit.
