Tequila Wars: Part Dos

The Tequila Bubble may not be the most important economic story of the year—but, after reports of the coming bonus bloodbath, you may need all the interesting diversion you can get.

Tequila Shot
Tequila Shot

Particularly when said diversion involves premium liquor.

(NetNet already covered Part One of the tequila bubble story. We now reaffirm our commitment to maintaining our coverage—because, in part, that distilled spirit is widely known for making the traders at your office go completely loco at the annual holiday party.)

As the Mayan Doomsday Date of December 23, 2012 approaches, things are getting a little surreal in tequila land—as reported in a new article by Tequila Aficionado.

The article notes: "Both the Hopi and Mayans recognize that we are approaching the end of a World Age... In both cases, however, the Hopi and Mayan elders do not prophesize that everything will come to an end. Rather, this is a time of transition from one World Age into another."

So too with high-end 100 percent agave tequila—which, as the article explains, is the really good stuff.

So how does the coming apocalypse—as predicted by paleo-Mesoamerican calendars—affect you as a Tequila drinker?

Well, according to the article, there is some bad news ahead. Twenty-five to seventy-five producers of 100 percent agave tequila are likely to die out as the tequila bubble implodes.

But the news isn't all bad for drinkers.

Consultant to the industry, importer, and all around Tequila guy Christopher Zarus predicts that many of the smallest producers—the micro-distiller—will survive. That's good news, because micro-distillers produce some of the most interesting and distinctive product on the market.

Seriously, what Wall Street guy worth his salt wouldn't want to show up a holiday party with a fancy crystal bottle bearing an unusual Spanish name?

Imagine the thrill: "Yeah, Patrón is great. But you really need to try this: It's imported from a micro-distillery down in Cabo."


In the article, Zarus reports on the Tequila business in a level of detail generally associates with Fed Reserve Meeting Minutes: "I predict that the bottom feeders with cash will be able to get 100 percent Agave Tequila FOB (Freight on Board) bonded warehouse for as little as $3.14/750ml. Just enough to cover the federal taxes, plus $1 for the broker and warehouse fees.")

Sure, tequila is serious business—but, thankfully, you don't have to think about that while you're drinking it.


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