FIRST SIP

Spring 2023 Vol . 35 No . 1

Editor Melissa Dowling 763-383-4442 • mdowling @ epgacceleration . com

Managing Editor Kyle Swartz 763-383-4447 • kswartz @ epgacceleration . com

TEQUILA / MEZCAL SALES INCREASED 17.2 % or by $ 886 million in 2022 , totaling $ 6.0 billion , according to the Distilled Spirits Council of the U . S . ( DISCUS ). That may have slowed from the 30 % rise the sector saw in 2021 , but it ’ s impressive growth nonetheless — and it enabled tequila to leapfrog over American whiskey in 2022 .

Several factors help fuel the enduring tequila trend , from the plethora of celebrity brands hitting the market to consumers ’ desire for premium and superpremium spirits to the popularity of cocktails such as the Margarita , Paloma and Ranch Water . But there ’ s a bit more to it : the allure of Mexico itself .

Think how far elevated Mexican cuisine has come in the U . S . in recent years , and how important the culture and traditions have become here . Cinco de Mayo and Día de los Muertos ( Day of the Dead ) weren ’ t on the radar of most Americans a few decades ago , now these holidays are a reason to gather and celebrate .

Salsa became mainstream here long ago ; it has outsold ketchup in the U . S . since the early 1990s . That ’ s around the time that a Mexican company began importing its chili-lime-salt seasoning Tajín to the U . S . since 1993 ; the spice is now popping up everywhere — especially in cocktails .

Mexican beers dominate the lists of popular imports — brews from Mexico are a bright spot in a category that ’ s seen its share of struggles . The popularity of tequila has inspired more consumers to explore mezcal and other spirits from Mexico , such as sotol , bacanora and raicilla

This issue celebrates the spirit of Mexico with a special supplement that begins on page 31 . Coverage includes a recent visit to a mezcal producer in Oaxaca , the concern about agave shortages and sustainability , top-selling Mexican brands and fresh drink recipes that incorporate the different spirits of Mexico .

What ’ s more , our feature “ Tequila On A Tear ” on page 18 looks at some of the on-premise trends and popular brands and drinks at bars and restaurants . As Pepe Barajas , owner of La Josie Mexican restaurant in Chicago , puts it : “ We are in the agave golden era .”

Indeed , our most recent quarterly Pulse reader survey found that tequila is the spirit that on-premise operators would add more of if they had the space .

Cheers !

Melissa Dowling Editor

Associate Editor Jamie Stafford 763-383-4485 • jstafford @ epgacceleration . com

Associate Managing Art Director Nicole Siewert nsiewert @ epgacceleration . com

Contributing Editor James Kahler

Senior Regional Sales Manager Mark Marcon 763-383-4456 mmarcon @ epgacceleration . com

National Account Director Debbie Rittenberg 763-383-4455 drittenberg @ epgacceleration . com

List Rental Kris Grauer , NPS kgrauer @ npsmediagroup . com 203-822-7933

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CEO Marion Minor

Sr VP / Audience Development Joanne Juda-Prainito

Corporate Operations Director Bernadette Wohlman

Beverage Vice President Jeremy Nedelka

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