And the brand stopped production of a low-end brand entirely to divert agave supplies to production of Hornitos and other Sauza brands. In the short-term, our growth may slow to maintain that quality. Heaven Hill's Overton also said that formulations on some lower-end brands there might change depending on supplies of agave, but that brands like Two Fingers and El Conquistador wouldn't change. We'll work hard to maintain the integrity of our products. The good news, so far, is that consumers have been willing to pay the higher prices for tequila.
Education is the key.
Stores that spend time educating their customers on the art and romance of tequila-making will likely end up taking advantage of a growing sprits category. Legend has it that an Aztec Indian came across a milky substance oozing from an agave plant that had been struck by a lightning bolt thrown by the gods. Believing it a gift from the gods, he tasted it and found it very pleasing. In the 1600s, vino mezcal took on the name tequila after the region where it was first discovered. The blue agave plant, a member of the lily family, is found primarily in central Mexico.