Oak aged Tequila thriving in Asia

The Asian preference for dark spirits has provided opportunities for the growth of oak-aged Tequila in the region.

Patrón’s Greg Cohen said that while growth in the Tequila category worldwide is driven by the ultra-premium sector, the Asian market has emerged as an extra niche market for reposado and añejo varietals.

“It’s exciting to see how cocktail innovation is finding its way to practically all corners of the globe,” he told the drinks business.

“Of course one of the best places in the world to experience cocktail mastery is the UK. But not far behind is the US, where mixologists in cities such as New York, Los Angeles, Miami, San Francisco and Dallas are creating some very interesting drink recipes. Hong Kong is another good cocktail market too.

“In Asia, consumers there tend to prefer our oak aged marks Patrón Reposado and Patrón Añejo, as that market has traditionally been partial to brown spirits.”

Cohen also pointed out the increasing recognition among bartenders that the quality of any given Tequila is vitally important when attempting to use it as an alternative to vodka in cocktails.

“When talking about Tequila in terms of cocktails, it’s important to make the distinction between 51% agave ‘mixto’ Tequilas, and the higher-quality 100% agave Tequilas,” he said.

“An ultra-premium 100% agave Tequila is highly versatile and mixable in any number of cocktails – and bartenders and mixologists have definitely taken notice of that.

“Pretty much any cocktail that can be made with vodka or other white spirits, tastes great with good Tequila instead.”

An in-depth look at global cocktail trends in white spirits will appear in the November edition of the drinks business.