VP Pro shared out a story about the “impressive” growth that mezcal has been experiencing for many years. Yet, for all that growth, it’s still just 9 million liters annually. Compared to the 527 million liters of tequila that are produced in Mexico, let alone the 13.5 billion (with a “B”) liters of beer…? It’s a literal drop in the bucket. But could it be on its way to something bigger? How will it get there? And what could that mean for Mexico? We prognosticate and procrastinate in this episode of Agave Road Trip!

Agave Road Trip is a critically acclaimed, award-winning podcast that helps gringx bartenders better understand agave, agave spirits, and rural Mexico. It’s hosted by Lou Bank and Chava Periban. 

Episode Notes

If you’re in the “adult beverages” industry and you’re not subscribed to VP Pro … why not? It’s free and informative, and if you sign up by clicking here, you’ll be helping us have a conversation that we hope will lead to significant improvements for their Mezcal 101 page.

The story that VP Pro shared is, “Mezcal Continues Its Move Into The Mainstream,” Shanken News Daily, December 12, 2022. (That’s the procrastination part of the episode description, in case you were wondering.)

According to Grammarist, “The origin of the phrase ‘on a tear’ is vague, but the term has been in use since the 1800s, originally referring to going on a drunken tear, in which one tears up the town or leaves a path of destruction in one's wake.” So, 100% appropriate!

If you’re curious about the growth of avocado sales that Chava references, here’s an interesting article that includes a chart: “The rise of the avocado, America’s new favorite fruit,” Roberto A. Ferdman, The Washington Post, January 22, 2015.

That show Chava refers to? It’s “Drink Masters,” on Netflix. Kate Gerwin of Happy Accidents in Albuquerque is the agave enthusiast in the series.