~MrAgave
Latest Tequila News
Award Winning Tequila Storms Florida—Targets Michigan...
For Immediate Release!
Astoria/Salem, Oregon, September 27, 2006: Tequila Fina Estampa has forged a powerful partnership with Liquor Group of Florida, the fastest growing liquor distributor in the US according to the Wall Street Journal. The award winning artesanal tequila, imported by Sailing Star, Inc., has taken Florida by storm thanks to Liquor Group's unique and innovative sales force. On target is Michigan with Delaware in the cross hairs.
"Liquor Group is an aggressive spirits distributor that is rapidly gaining a foothold in 31 states and several international markets," announces Clark Munkel of Sailing Star, Inc. "Fina Estampa and Liquor Group are in for a ride!"
"Fina Estampa has gotten rave reviews," beams Munkel's partner, Todd Bowen. "It took the Silver Medal at the 2005 San Francisco World Spirits Competition, was voted one of Wine Enthusiast's top 50 must-have spirits of 2004, plus Best Buy with a rating of 90-95 in 2006."
In an era where spirits are mass produced, Fina Estampa is an artisan tequila handcrafted the old fashioned way. With selective agave harvesting and its own dedicated distillery, it is one of the few tequilas that is still estate grown and bottled.
"This gives Fina Estampa the edge to dominate more established corporate run producers," explains Bowen. "From the hand blown bottles to the wood cork tops, everything is done by hand."
Originally created to manage the fast and furious sales of their famed Happy Vodka line, most of Liquor Group's sales associates are female ex-bartenders!
"An eight-thousand percent increase in Liquor Group's total sales in 2005 proves their methods work," says Bowen. "They've already hit the ground running in Florida and Michigan with several big placements for us. We're on track to launch in Delaware next.""Tequila Fina Estampa is an excellent product with unsurpassed quality and presentation," states Gray C. Solomon, Liquor Group's Managing Partner. "It's a winner--and our customers love the price, too!"
--end--Note to Editor: For an exciting, fast-paced interview with Importers Clark Munkel and Todd Bowen of Fina Estampa, call 1-503-325-2302 or 1-800-721-8624 right now! More information on Fina Estampa is at www.sailingstar.com. Liquor Group info is available at www.liquorgroup.com or call 1-904-285-5885. Hurry! Due to Fina Estampa's and Liquor Group's rapid rise, time slots are filling up fast!
~MrAgave
Limited edition 4 Copas Añejo
This exquisite bottle is modeled after the Guinness Book of World Record´s largest hand-blown glass bottle, which is then fitted into a hand knitted cast iron cage. A hand-made glass cork, in the form of a Blue Agave, adorns the bottle.
A hand tooled pewter label will be customized with your name or the person receiving this exclusive gift and it will arrive in Special Edition box designed specifically for this bottle.
Incredibly exquisite tequila.
Only 100 for sale!
1.75 Litres
Agave harvested at 12 years of age
5 year aged in blackened white oak casks
Certificate of Authenticity Signed by Don Hector Galindo
$1000 USD plus shipping and handling.
For purchasing information, please contact
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
.
This is the list of tequila distilleries from the CRT (Consejo Regulador del Tequila - TRC (Tequila Regulatory Council). There are currently 255 distilleries listed below, but only 111 are on their certified list. See our Tequila Brands and Distilleries Database for current active list.
AGABE TEQUILANA PRODUCTORES Y COMERCIALIZADORES, S.A. DE C.V.AGAVE AZUL SAN JOSE, S.A. DE C.V.
AGAVE DE PLATA, S.A. DE C.V.
AGAVE DOS MIL, S.A. DE C.V.
AGAVEROS UNIDOS DE AMATITAN, S.A. DE C.V.
AGAVEROS Y TEQUILEROS UNIDOS DE LOS ALTOS S.A. DE C.V.
AGAVEROS Y TEQUILEROS UNIDOS DE LOS ALTOS, S.A. DE C.V.
AGROINDUSTRIA GUADALAJARA, S.A. DE C.V.
AGROINDUSTRIAS CASA RAMIREZ, S.A. DE C.V.
AGROINDUSTRIAS SANTA CLARA, S.P.R DE R.L.
AGROTEQUILERA DE JALISCO, S.A. DE C.V.
ANTONIO MEJIA LEYVA
ARTESANIAS LUPITA
AUTENTICA TEQUILERA, S.A. DE C.V.
BACARDI Y COMPAÑIA, S.A. DE C.V.
BACARDI Y COMPAÑIA, S.A. DE C.V.
BROWN-FORMAN TEQUILA MEXICO, S. DE R.L. DE C.V.
C.D.C., S.A. DE C.V.
CARDINAL POINTS COMERCIALIZADORA, S.A. DE C.V.
CASA BERRUECO, S.A. DE C.V.
CASA COLOMOS DE GUADALAJARA, S.A. DE C.V.
CASA CUERVO, S.A DE C.V.
CASA MADERO, S.A.
CASA REYES BARAJAS, S.A DE C.V.
CASA TEQUILERA DE ARANDAS, S.A. DE C.V.
CASA TRADICION S.A. DE C.V.
CASA TRADICION, S.A. DE C.V.
CASA XALIXCO, S.A. DE C.V.
CATADOR ALTEÑO, S.A. DE C.V.
CAVAS VAMER S.A. DE C.V.
CAVAS VAMER, S.A. DE C.V.
CIA. TEQUILERA LA QUEMADA S.A. DE C.V.
CIA. TEQUILERA LA QUEMADA, S.A. DE C.V.
CÍA. TEQUILERA LOS ALAMBIQUES, S.A. DE C.V.
CIA. TEQUILERA LOS GENERALES, S.A. DE C.V.
COMERCIAL TOYO, S.A. DE C.V.
COMERCIALIZADORA ALVAREZ MICHEL, S.A. DE C.V.
COMERCIALIZADORA ARANTO, S.A. DE C.V.
COMERCIALIZADORA DE AGAVE Y DERIVADOS LA MULA, S.A. DE C.V.
COMERCIALIZADORA DE VINOS Y LICORES MARQUEZ DE VALENCIA, S. DE R.L. DE C.V.
COMERCIALIZADORA EDGA, S.A. DE C.V.
COMERCIALIZADORA INTERNACIONAL TEQUILERA DE JALISCO, S.A. DE C.V.
COMERCIALIZADORA INTERNACIONAL TEQUILERA, S.A. DE C.V.
COMERCIALIZADORA LOS AGAVES, S.A. DE C.V.
COMERCIALIZADORA MERCOTEQ, S.A. DE C.V.
COMERCIALIZADORA Y DISTRIBUIDORA ARANDAS´N TEQUILAS, SA. DE C.V.
COMPAÑIA DESTILADORA DE ACATLAN, S.A. DE C.V.
COMPAÑÍA DESTILADORA DE XAMAY, S.A. DE C.V.
COMPAÑIA TEQUILERA DE ARANDAS, S.A. DE C.V.
COMPAÑÍA TEQUILERA HACIENDA SAHUAYO S.A. DE C.V.
COMPAÑIA TEQUILERA HACIENDA SAHUAYO, S.A. DE C.V.
CONSEJO REGULADOR DEL TEQUILA, A.C.
COOPERATIVA TEQUILERA LA MAGDALENA, S.C. DE R.L.
CORPORACION ANSAN, S.A. DE C.V.
CORPORACION DE LA TORRE, S.A. DE C.V.
CORPORACION LICORERA 1910, S.A. DE C.V.
CORPORATIVO AMTAD, S.A. DE C.V.
CORPORATIVO LAS AMERICAS, S.A. DE C.V.
CUAUHTEMOC VILLA BRITO
CULTURA Y CAPACITACION DEL TEQUILA, A.C.
DAMIANA DE MEXICO, S.A. DE C.V.
DAVID PARTIDA ZUÑIGA
DESTILADORA ALTEÑA, S.A. DE C.V.
DESTILADORA ARANDAS S.A. DE C.V.
DESTILADORA ARANDAS, S.A. DE C.V.
DESTILADORA AZTECA DE JALISCO, S.A. DE C.V.
DESTILADORA CANICAS, S.A. DE C.V.
DESTILADORA CASA BLANCA VAZQUEZ, S.A. DE C.V.
DESTILADORA DE AGAVE AZUL, S.A. DE C.V.
DESTILADORA DE AGAVE HACIENDA LOS HUAJES, S.C. DE R.L.
DESTILADORA DE LOS ALTOS, S.A. DE C.V.
DESTILADORA DEL VALLE DE TEQUILA, S.A. DE C.V.
DESTILADORA GONZALEZ GONZALEZ, S.A. DE C.V.
DESTILADORA IXTLAHUACAN DEL RIO, S.A. DE C.V.
DESTILADORA JUAN DIEGO, S.A. DE C.V.
DESTILADORA LA BARRANCA, S.A. DE C.V.
DESTILADORA LOS MAGOS, S.A. DE C.V
DESTILADORA LOS SAUCES, S.A. DE C.V.
DESTILADORA MEXICANA, S.A. DE C.V.
DESTILADORA ROBLES, S.A. DE C.V.
DESTILADORA RUBIO, S.A. DE C.V.
DESTILADORA SAN DONATO, S.A. DE C.V.
DESTILADORA SAN JOSE DE GRACIA, S.A. DE C.V.
DESTILADORA SAN NICOLAS, S.A. DE C.V.
DESTILADORA SANTA VIRGINIA, S.A. DE C.V.
DESTILADORA SUPREMA DE LOS ALTOS, S.A. DE C.V.
DESTILADOS OLE, S.A. DE C.V.
DESTILERIA 501, S.A. DE C.V.
DESTILERIA DON ROBERTO, S.A. DE C.V.
DESTILERÍA EUGÉNESIS, S.A. DE C.V.
DESTILERIA LA FORTUNA, S.A. DE C.V
DESTILERIA LEYROS, S.A. DE C.V.
DESTILERÍA MORALES, S.A. DE C.V.
DESTILERIA SANTA CRUZ, S.A. DE C.V.
DESTILERIAS SIERRA UNIDAS S.A. DE C.V.
DESTILERIAS UNIDAS, S.A. DE C.V.
DISTRIBUIDORA DEL CABRITO, S.A. DE C.V.
DISTRIBUIDORA TOCAMBA, S.A. DE C.V.
DISTRIBUIDORES Y PRODUCTORES DE AGAVE AZUL, S.A. DE C.V.
ELABORACION DE BEBIDAS DESTILADAS DE AGAVE, S.A. DE C.V.
EMPRESA EJIDAL TEQUILERA DE AMATITAN S.P.R. DE R.L. DE C.V.
EMPRESA EJIDAL TEQUILERA DE AMATITAN, S.P.R. DE R.L. DE C.V.
ENRIQUE SANDOVAL RUIZ
EXPORTACIONES IBARRA, S.A. DE C.V.
FABRICA DE AGUARDIENTES DE AGAVE LA MEXICANA, S.A. DE C.V.
FABRICA DE TEQUILA DON NACHO S.A. DE C.V
FABRICA DE TEQUILA DON NACHO, S.A. DE C.V.
FABRICA DE TEQUILA EL EDEN, S.A. DE C.V.
FABRICA DE TEQUILA EL NACIMIENTO, S.A. DE C.V.
FABRICA DE TEQUILA HACIENDA LAS NORIAS, S.A. DE C.V.
FABRICA DE TEQUILA TLAQUEPAQUE, S.A. DE C.V.
FABRICA DE TEQUILAS FINOS, S.A. DE C..V
FAMILIA PARTIDA, S.A. DE C.V.
FELICIANO VIVANCO Y ASOCIADOS, S.A. DE C.V.
GRUPO FAMILIAR DON CRISPIN, S.A. DE C.V.
GRUPO FERNANDEZ TOSCANO, S.A. DE C.V.
GRUPO IKAM, S.A. DE C.V.
GRUPO INDUSTRIAL GP S.A. DE C.V.
GRUPO INDUSTRIAL MUYAAD, S.A. DE C.V.
GRUPO INDUSTRIAL TEQUILERO DE LOS ALTOS DE JALISCO, S.A. DE C.V.
GRUPO INTERNACIONAL DE EXPORTACION, S.A DE C.V.
GRUPO TEQUILERO CHARRERIA, S.A. DE C.V.
GRUPO TEQUILERO DE LOS ALTOS, S.A. DE C.V.
GRUPO TEQUILERO JARIPO, S.A. DE C.V.
GRUPO TEQUILERO MEXICO, S.A. DE C.V.
HACIENDA DE ORO, S.A. DE C.V.
HACIENDA LA CAPILLA, S.A. DE C.V.
HERLINDO LUNA GARCÍA
HERNANDEZ & URRUTIA, S.A. DE C.V.
IMPORTACIONES BB VINO, S.A.DE C.V.
IMPULSORA ROMBO S.A. DE C.V.
IMPULSORA ROMBO, S.A. DE C.V.
INDUSTRIAL MULSA, S.A. DE C.V.
INDUSTRIALIZADORA DE AGAVE SAN ISIDRO, S.A. DE C.V.
INDUSTRIALIZADORA INTEGRAL DEL AGAVE, S.A. DE C.V.
INDUSTRIAS VINICOLAS PEDRO DOMECQ, S.A. DE C.V.
INSTITUTO DE FOMENTO AL COMERCIO EXTERIOR DEL EDO. DE JALISCO, JALTRADE
INTERTRADE DE MEXICO, S.A. DE C.V.
J. CRUZ PARTIDA MELENDREZ
JALISCO TEQUILANA INTERNACIONAL, S.A. DE C.V.
JDC., S.A DE C.V.
JORGE CHARLES DAY HEGG
JORGE CHARLES DAY HEGG.
JORGE SALLES CUERVO Y SUCESORES, S.A. DE C.V.
JOSE ALBERTO MIRAMONTES ARANA
JOSE ASCENCION SANDOVAL VILLEGAS
JOSE MARIA MICHEL FUENTES
JUAN ANGEL RIVERA PARTIDA
JUAN CARLOS HERNANDEZ ARROYO
JUAN DE OYARZABAL CARROLL
LA COFRADIA, S.A. DE C.V.
LA MADRILEÑA, S.A. DE C.V.
LETICIA HERMOSILLO RAVELERO
LICORES VERACRUZ, S.A. DE C.V.
LUCIO RIVERA DE ARO
MARCO ANTONIO JAUREGUI HUERTA
MARTHA LETICIA VALLADOLID SOLIS
METLALLI, S.A. DE C.V.
MILEMIGLIA, S.A. DE C.V.
MOYSAL, S.A. DE C.V.
NUCORP MAXIMO, S.A. DE C.V.
PABLO ARTURO HERNANDEZ ARROYO
PANAMERICANA ABARROTERA, S.A. DE C.V.
PERNOD RICARD MEXICO S.A. DE C.V.
PERNOD RICARD MEXICO, S.A. DE C.V.
PREMIUM TEQUILAS, S.A. DEC. V.
PRESTADORA INTEGRAL DE SERVICIOS PARA LA INDUSTRIA DE OCCIDENTE S.A. DE C.V.
PROCESADORA DE AGAVE PENJAMO, S.A. DE C.V.
PRODUCTORES DE AGAVE Y DERIVADOS DE DEGOLLADO, S.P.R. DE R.L.
PRODUCTORES DE TEQUILA DE ARANDAS, S. DE R.L. DE C.V.
PRODUCTOS ALIMENTICIOS DE CD. GRANJA, S.A. DE C.V.
PRODUCTOS FINOS DE AGAVE S.A. DE C.V.
PRODUCTOS FINOS DE AGAVE, S.A. DE C.V.
PRODUCTOS NATURALES DE TAMAULIPAS, S.A. DE C.V.
PRODUCTOS REGIONALES DE ATOTONILCO, S.A. DE C.V.
PROVEEDORA Y PROCESADORA DE AGAVE TRES HERMANOS, S.A. DE C.V.
RAFAEL GUTIERREZ DE LOZA
RAFAEL PARTIDA LOPEZ
RAMIRO OROZCO GUZMAN
RED INTERAMERICANA DE COMERCIO, S.A. DE C.V.
RIVESCA, S.A.D E C.V.
RUTH LEDESMA MACIAS
SALVADOR HERNANDEZ VALLE
SILVIA PABELLO DIAZ
TARRE ODENA SUCESORES, S.A. DE C.V.
TECNOAGAVE, S.A. DE C.V.
TEQUILA ARTESANAL DE LOS ALTOS DE JALISCO, S.A. DE C.V.
TEQUILA CAPORALES
TEQUILA CASA DE LOS GONZALEZ, S.A. DE C.V.
TEQUILA CASCAHUIN, S.A
TEQUILA CAZADORES DE ARANDAS, S. DE R.L. DE C.V.
TEQUILA CENTINELA, S.A. DE C.V.
TEQUILA CUERVO, S.A. DE C.V.
TEQUILA DE DON JESUS, S.A. DE C.V.
TEQUILA DELICIAS
TEQUILA DON JULIO, S.A DE C.V.
TEQUILA DOÑA ENGRACIA, S.A. DE C.V.
TEQUILA EL VIEJITO, S.A. DE C.V.
TEQUILA EMBAJADOR, S.A. DE C.V.
TEQUILA GALINDO, S.A. DE C.V.
TEQUILA HERRADURA S.A. DE C.V.
TEQUILA HERRADURA, S.A. DE C.V.
TEQUILA INSIGNIA S.A. DE C.V.
TEQUILA JORNALERO, S.A. DE C.V.
TEQUILA LA PARREÑITA, S.A. DE C.V.
TEQUILA LAS AMERICAS, S.A. DE C.V.
TEQUILA LOS ABUELOS, S.A. DE C.V.
TEQUILA ORENDAIN DE JALISCO, S.A. DE C.V.
TEQUILA QUIOTE, S.A. DE C.V.
TEQUILA SAN MATIAS DE JALISCO, S.A. DE C.V.
TEQUILA SANTA FE, S.A. DE C.V.
TEQUILA SAUZA, S.A DE C.V.
TEQUILA SCANDALO, S. DE R.L. DE C.V.
TEQUILA SELECTO DE AMATITAN, S.A. DE C.V.
TEQUILA SIERRA BRAVA, S.A. DE C.V.
TEQUILA SIETE LEGUAS, S.A. DE C.V.
TEQUILA SUPREMO, S.A. DE C.V.
TEQUILA TAPATIO, S.A. DE C.V.
TEQUILA TAZON, S.A DE C.V.
TEQUILA TRES MUJERES, S.A. DE C.V.
TEQUILAS DE LA DOÑA, S.A. DE C.V.
TEQUILAS DEL SEÑOR, S.A. DE C.V.
TEQUILAS GARCIA, S.A. DE C.V.
TEQUILAS LAS SIETE MARCAS, S.A. DE C.V.
TEQUILAS RANCHO VIEJO, S.A. DE C.V.
TEQUILEÑA, S.A. DE C.V.
TEQUILERA CIELITO LINDO S.A. DE C.V.
TEQUILERA CIELITO LINDO, S.A. DE C.V.
TEQUILERA CORRALEJO S.A. DE C.V.
TEQUILERA CORRALEJO, S.A. DE C.V.
TEQUILERA DE LA BARRANCA DE AMATITAN, S.A. DE C.V.
TEQUILERA DEL SALTO, S.A. DE C.V.
TEQUILERA DON ROBERTO, S.A. DE C.V.
TEQUILERA EL TRIÁNGULO S.A. DE C.V.
TEQUILERA EL TRIANGULO, S.A. DE C.V.
TEQUILERA ESPERANTO, S.A. DE C.V.
TEQUILERA GONZALEZ, S.A.
TEQUILERA LA GONZALEÑA, S.A. DE C.V.
TEQUILERA LA LUPITA, S.A. DE C.V.
TEQUILERA LA NORIA, S.A. DE C.V.
TEQUILERA LA PERLA, S.A. DE C.V.
TEQUILERA LA PRIMAVERA, S.A. DE C.V.
TEQUILERA LAS JUNTAS, S.A. DE C.V.
TEQUILERA NEWTON E HIJOS, S.A. DE C.V.
TEQUILERA SIMBOLO, S.A. DE C.V.
TIERRA DE AGAVES, S. DE R.L. DE C.V.
TQLA, S.A. DE CV.
TRADICIONES JALISCIENSES S.A. DE C.V.
TRADICIONES JALISCIENSES, S.A. DE C.V.
TRIFOLI S.A. DE C.V.
UNION DE PRODUCTORES DE AGAVE, S.A. DE C.V.
VINICOLA DE TECATE, S. DE R.L.
VINOS Y LICORES AZTECA, S.A. DE C.V.
VINOTEQ, S. DE R.L. DE C.V.
Patron Tequla - Only Spirits Brand Included in This Year's Report on Successful Marketers
LAS VEGAS, Nov. 13 /PRNewswire/ -- The annual Advertising Age Marketing
50 Special Report, published today, includes just one spirits brand this
year -- Patron tequila.
The prestigious list honors top-marketed and innovative brands and the
people who have made them successful. The magazine credits The Patron
Spirits Company's president and CEO, Ed Brown, with building the business
and the Patron brand into one of the fastest growing in the spirits
industry. The Las Vegas-based Patron Spirits Company imports and markets
Patron tequila (the top-selling ultra-premium tequila in the world) and
Pyrat Caribbean rum.
"It's a tremendous honor to be recognized and included on this
prominent list of top marketers. But Patron is much more than just a
marketing success story, it's the high quality of the tequila we hand
produce and our adherence to the highest standards of perfection that have
built this company and this brand into what it is today," says Brown, a
former Joseph E. Seagram & Son's executive. "This tribute to our success is
shared not just by me but by all of us at The Patron Spirits Company, from
our talented master distiller and staff in Mexico to our dedicated sales
team across the country and around the world."
The AdAge Marketing 50 list was compiled by the magazine's reporters
and editors based on their interaction with thousands of companies and
brands over the past year. Other honorees this year include Sony
Electronics' Bravia, Balenciaga and Cingular Wireless.
"If you're judged by the company you keep, then I guess Patron's in
pretty good company with these other impressive brands," adds Brown. "It's
hard to believe that back in 1989 when Patron's founder John Paul DeJoria
created the ultra-premium tequila category, we sold less than 1,000 cases.
We've grown exponentially since those early days, but we've never lost
sight of our dedication to producing the world's best tequila."
Distilled and packaged entirely by hand, Patron accounts for over 70
percent of the ultra-premium tequila market. Helping fuel Patron's success
and growth this year is the company's focus on expanding international
distribution and introducing top-quality tequila to more people around the
world. Patron is now available in more than 40 countries across the globe,
including parts of Asia, Europe, the Middle East and Latin America.
Patron also launched an entertaining new advertising campaign this year
reminding people that while some perfection is debatable, when it comes to
tequila, there's no debate-Patron is "Simply Perfect." The TV, print,
outdoor and online campaign was introduced this past summer.
Simply Perfect in every way, Patron is the world's #1-selling ultra-
premium tequila. From the finest, most expensive Weaber Blue agave plants
grown in the highlands of Jalisco, Mexico, to the centuries-old
distillation process to the signed, handcrafted glass bottles, Patron is
produced with unparalleled attention to detail. Imported and marketed by
the Las Vegas-based Patron Spirits Company, brands in the portfolio consist
of Gran Patron Platinum, Patron Anejo, Patron Reposado, Patron Silver,
Patron XO Cafe (tequila and coffee blend) and Patron Citronge (extra fine
orange liqueur), as well as Pyrat Pistol, Pyrat Cask and Pyrat XO Reserve
Caribbean rums.
For more information, please visit
http://www.Patronspirits.com .
Contact: Greg Cohen
The Richards Group
214-891-3544
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SOURCE The Patron Spirits Company
Mexican worm takes a new turn
Mezcal industry's quick work saves traditional reward at bottle's bottom
By JEREMY SCHWARTZ
COX NEWS SERVICE
MEXICO CITY -- The world nearly lost a peculiar piece of Mexico's cultural tradition this week after the government, without regard to drinkers anywhere, targeted the lowly worm at the bottom of the mezcal bottle for extinction.
It seems that the worm was almost a victim of Mexico's labyrinthine bureaucracy, which sought to remove it with a set of new laws governing the production of mezcal -- a liquor similar to tequila -- that are set to go into effect tomorrow.
The effort to remove the worm came amid concerns of the worm's high fat content.
If you make it to the bottom of a bottle of mezcal, a fatty worm is the least of your problems. But officials say they were worried that fat globules alter the chemical composition of mezcal, made from the blue agave cactus, the same raw material used to make tequila.
After learning of the anti-worm legislation, mezcal producers swung into action, lobbying and producing studies that show that the worm poses no health risks. The government reversed course, saving not just the worm, but in all likelihood the mezcal industry.
"It would have been devastating," said New York-born Douglas French, who exports Oaxacan mezcal, with a scorpion instead of a worm, to the United States. "It's an old beverage for Mexico, but it's new for the world and its trademark is the worm."
French estimates that sales, especially for mezcal exported abroad, would have plunged without the worm, perhaps as much as 70 percent.
The worm's history is steeped in folklore and also a little bit of controversy.
While some trace the worm's lineage to Aztec times, others say the worm is nothing more than a modern marketing gimmick. The Del Maguey Single Village Mezcal company claims that a young entrepreneur named Jacobo Lozano Paez stumbled onto the idea when a worm hiding inside an agave plant mistakenly got included in a batch of mezcal in 1950.
Regardless of its origins, the worm has been imbued with all sorts of powers: Some believe it can cause hallucinations; in Japan, drinkers believe the worms to be aphrodisiacs and demand multiple worms in their bottles. For Mexicans and tourists alike, eating the worm can be a rite of passage.
Two kinds of worms, actually butterfly larvae, live in the leaves of the agave plant and are also commonly eaten as food in Oaxaca. The mezcal itself is made from the sugar-rich heart of the agave plant, which is baked in a rock oven, helping give mezcal a smoky flavor.
Beyond the worm crisis, mezcal producers are eagerly awaiting the new rules, which will create stricter production standards for mezcal, much as the government does with tequila. Producers hope the certification process, which includes government regulation and approval, leads to the same explosion in popularity that tequila has experienced.
Connoisseurs say there is even more potential for mezcal. Tequila (which never includes a worm) is made from just one variety of the agave plant -- agave tequilana Weber -- which flourishes in the state of Jalisco. Mezcal can be made from any of a dozen agave varieties.
"It's like grapes for wine, every grape has a different flavor," French said. "There's a whole rainbow of flavors and people can start zeroing in on the one they prefer."
High-grade mezcal is already catching some of tequila's wave and acceptance as a serious, high-quality drink.
But for now, producers say exports depend on the worm. And for now, the worm is safe, patiently waiting at the bottom of the bottle.
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