Tales of the Cocktail, a celebration of the global booze business, returns to New Orleans for the first time this year since 2019, amid a surging interest in agave spirits.
Kristopher DeSoto, founder of Hiatus Tequila, breaks down the secrets of great tequila, including how the popular spirit is sweetened and aged.The movers and cocktail shakers of the global booze scenethis week with renewed hope for the hospitality business and a desire to satisfy the nation’s surging thirst for agave spirits.
Tequila, mezcal and trending regional Mexican spirits such as raicilla — each made from the agave plant — top the chatter at the 2022 Tales of the Cocktail. It features the nation’s best mixologists, top distillers and leading restaurateurs among its 15,000 cocktail enthusiast attendees.
Dwayne "The Rock" Johnson co-founded Teremana Tequila alongside his business partners Dany Garcia, Ken Austin and Jenna Fagnan in 2020. Agave spirits are the hottest sector of the American spirits market in 2022, according to IWSR Drinks Market Analysis. "Requests for anything agave are high — tequila will be the top-selling spirits category in the U.S. by next year given the pace of high-end spending."
Spirits volume grew 4% last year, IWSR reports, led by agave brands, which surged 17% in 2021 after growing by 30% from 2015 to 2020.
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