Get in the conga line because it’s World Tequila Day today. Drinks Trade spoke to Ernesto Acuña Lucke, Marketing Director at Casa Don Ramón about why tequila is so hot right now, and how it celebrates this special day.
Why is tequila the next big global spirit?
Tequila has been in high demand for the last decade, and its consumption is only going up. Year after year it has broken its own production and exports record. The premiumisation of the category is one of the main factors for this increase, and the industry’s innovation is also helping the spirit stay on top.
The main export market is the US, due to its proximity to Mexico, but we are gladly surprised to learn that Australia is in the top five markets with a closing consumption of 4.1 million litres of tequila, of which 65% belongs to tequila 100%. In the first semester of 2023, we reached 2.4 million litres, which means the growth trend remains.
What kinds of tequila do you produce?
At Casa Don Ramón we have a wide variety of products, and the guarantee of quality in each of them has awarded us 50 medals in the most important liquor competitions in the world since 2020 to date.
Our tequilas are made from 100% Blue Agave, we have an extensive portfolio to suit all tastes: Silver, Reposado, Añejo, Extra Añejo, and our line of Cristalinos in Reposado and Añejo versions. In addition, two tequilas infused with tamarind and lavender. Consumers can find them in our different collections. Punta Diamante is made with artisanal methods, Platinium involves the most delicate filtering process in the industry and our Limited Edition is presented in bottles embellished with Swarovski crystals.
What makes Casa Don Ramón unique?
At Casa Don Ramón we have a wide variety of products, and the guarantee of quality in each of them has awarded us 50 medals in the most important liquor competitions in the world since 2020 to date.
is a 100% Mexican company, our jimadors wait a minimum of eight years to hand-select premium agaves that are at their optimum ageing point. We have state-of-the-art technology that allows us to make a raw extraction of the liquid from the pineapple, making the most of the raw material, using only five kilograms of agave to produce one litre of tequila, while the average of the industry is eight or more kilograms.
We practice harmonic fermentation, setting our installations with classical music to stimulate the flavour and bouquet in all our distillates. Furthermore, Casa Don Ramón uses ozone instead of air to give a unique smoothness to our products.
We promote sustainability by using the vinasse and bagasse to make compost for later use in our agave fields. Another highlight of our commitment to this cause is the care of our Salmiana species: for every plant harvested we plant two more in its place.
What is the best way to drink tequila?
Casa Don Ramón recommends drinking it however the consumer prefers – straight, on the rocks, or in your favourite cocktail.
We suggest enjoying our Tequila Plata as an aperitif or to pair with your favourite seafood, our Reposado line goes perfectly with entrees, and the Añejo or Extra Añejo is ideal for main courses and desserts.
What does tequila offer as a spirit that sets it apart from other spirits?
The complexity with which it is made achieves a subtle balance of aromas and notes. Tequila is only obtained from one type of Agave “Azul Tequilana Weber” and is made through a distillation process. It has a Denomination of Origin, which means that it can only be produced in five states of the Mexican Republic: Jalisco, Nayarit, Guanajuato, Tamaulipas, and Michoacán.
What are you doing to celebrate World Tequila Day?
To celebrate this important day, we’re having our own tequila-themed party in Mexico with all the team of Casa Don Ramón, to be reminded of the value of this drink, which is the emblem of Mexico. As well as inviting our consumers all over the world to join us in the activities and surprises we will have on social media!
