From slamming to sipping
Move over vodka and gin, premium tequila is the latest spirit of choice for 2015.
According to the latest sales figures from Waitrose, shoppers are swapping their tequila slammers for more premium versions of this agave-based spirit, with overall sales up 21% compared to the same time last year.
While for many the thought of tequila conjures up memories of tangy flavoured lime and salt followed by a quick shot, these days it’s all about premium tequila – a complex, 100% agave, distinctive spirit that lends itself to sipping.
Over the last few years, Waitrose has seen an increased demand for premium tequilas as people look to enjoy drinks tried in their favourite bars. New-wave Mexican restaurants such as Wahaca, La Bodega Negra and Café Pacifico in London all boast their own tequila bars and are spearheading the trend for sipping rather than slamming tequila. Meanwhile, on-trend bars such as Callooh Callay in Shoreditch and The Booking Office at St Pancras are offering tequila-based cocktails.
The Ocho 8 Tequila is up 33% in the last 13 weeks alone and while only a couple of years ago the supermarket stocked between two and three different tequilas, now it’s 13. Other tequilas proving popular include the Patron Silver Tequila and the Herradura Plata Tequila.
John Vine, Waitrose tequila buyer says: “Over the last year, we’ve seen a real trend towards customers seeking out premium, more unusual, styles of tequila that are best appreciated when sipped. By sipping rather than slamming tequila, the taster is able to detect subtler fragrances and flavours that could otherwise be missed.”
Usually recognisable by its golden hue, tequila comes in a number of styles. Reposado is smooth and subtle while blanco or plata display more of the bold flavours of the distilled agave up front.
– See more at: http://waitrose.pressarea.com/pressrelease/details/78/PRODUCT%20NEWS_12/4572#sthash.DbYsrJRy.dpuf