The continued growth of mezcal and tequila has raised questions around whether agave spirits should be treated as a unified category instead of individual categories. An agave spirits category would open doors of opportunity to spirits beyond the widely popular tequila and mezcal.

In this talk, Micah McFarlane, Founder of Revel Spirits, makes his case for creating a unified agave spirits category that would include tequila, mezcal, sotol, bacanora, raicilla and avila. McFarlane argues that the category would address the over-saturation of Tequila and Mezcal in the marketplace and ensure higher quality of products.

“I believe that consumers want to know more about the story,” says McFarlane. “They want to know where their tequila comes from, they want to know where their mezcal comes from, they want to know the stories behind them.”

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