Give it a shot

Simple serves such as the Paloma can be used to entice new customers to tequila

TEQUILA has been the drink of choice for connoisseurs on the other side of the Atlantic for generations, but the national spirit of Mexico could be set for an uptick in popularity here in Scotland in the approach to International Tequila Day.

The event, on July 24, is designed to celebrate all things tequila, from sippers to slammers, Margaritas to Palomas.

And Mexican producer Patrón reckons the spirit has been gaining ground in Scotland’s bars.

Quoting figures from CGA, the company’s senior director of international marketing, Matthew Sykes, said sales through independent Scottish venues rose by around 40% in value terms last year driven – as in other spirits categories – by the premium end of the market.

And the ways consumers are drinking tequila are also expanding, said Sykes.

He claimed the “evolution” of the premium tequila category in recent years “has seen a shift in perception from the stereotypical shot with lime and salt to a more premium serve that can be sipped, in cocktails or as a long drink”.

“This shift is testament to the growth of the category internationally and the willingness of consumers and trade to be more adventurous once they are armed with the right information and inspiration,” said Sykes.

And when it comes to promoting tequila serves, sometimes simple is best.

Sykes advised licensees to try classic long serves such as the Paloma – tequila with grapefruit soda over ice – to entice customers into the category.