By: Lisa Coleman

Love it, hate it… can’t remember? Probably sums up most people’s relationship with Tequila. As I have matured (ha, ha), let’s just say my personal relationship with Mexico’s favorite drink has grown up as well. The days of “shots” and hangovers that still make me cringe (20 years later!) are long gone. I’m a “sipper” now, a more sophisticated drinker if you will. I certainly appreciate the lurking danger of a few too many Tequilas, but truly believe that a little education will go a long way in changing your view of the “devil in a bottle.”

According to a recent press release, Agavero Tequila  is looking to change peoples’ minds with ‘Tequila Appreciation Days.’  If the mere mention of the word turns your stomach upside-down, you’re not alone. According to a recent survey conducted by Agavero and Ipsos of 1,200 men and women spirit drinkers, 38% said that they’ve had a bad experience when drinking tequila and nearly 10% said they don’t drink tequila anymore because of it. Moreover, only 7% of spirit drinkers felt tequila was a sophisticated or sipping spirit.

Tequila’s bad rap has gone on long enough. In honor of the Mexican Independence Day holiday (which was on September 16),  Agavero kicked off an ongoing initiative to dispel the myths of tequila and reacquaint those who have sworn off the spirit. Agavero will begin hosting “Tequila Appreciation Days” in bars and restaurants across the U.S. this month to encourage consumers to give tequila another chance-here’s why:

“Our survey confirmed that tequila is a spirit that endures a negative image,” said Jim Nikola, senior vice president of marketing at Crillon Importers, U.S. importer of Agavero. “With “Tequila Appreciation Days,” we hope to change that by educating people on how tequila has evolved over the years and that it can be sipped and savored like any other sophisticated spirit, as well as used as a base for a host of great cocktails. And the perfect tequila to bring people back is Agavero, the best tasting and most versatile tequila on the market.”

  Here are some other key survey findings:

  — Drink Outside the Box: When asked how they most often drank tequila,
     51% said they exclusively drink tequila in margaritas, only 10% drink a
     mixed cocktail with tequila and a measly 4% sip tequila straight with
     lime.
  — Shoot ‘Em Back: 18% said that they most often drink tequila by doing
     shots.
  — It’s Written All Over Your Face: Approximately 16% of all spirit
     drinkers surveyed said that they make an ‘I’m never drinking tequila
     again’ face when they merely hear the word tequila.
  — Pick Your Poison: Only 12% of all spirit drinkers polled said tequila
     was their favorite drink. In addition, only 4% of tequila drinkers felt
     that tequila is a drink that meets their sophisticated palate.

Despite the negative connotations that surround tequila, the survey also found that there is still hope:

  — 82% said they would be willing to try tequila again if offered.
  — When choosing a tequila, 72% of tequila drinkers said a smooth taste is
     their deciding factor.

Bottom Line, there are many great ways to enjoy tequila other than in a shot. and Agavero is the perfect spirit to begin to experience tequila in new ways. With the upcoming “Tequila Appreciation Days,” Agavero encourages you to let go of the past and give tequila another try. You will not be disappointed. Check www.Agavero.com often to find an upcoming “Tequila Appreciation Day” event near you. Personally, I like Agavero. It really tastes like a liqueur, rather than a hard Tequila. It’s an easy way back down the road, so you may want to give it a try. But, sip at your own risk!

A quick note about Agavero…

Agavero begins with a blend of select 100 % blue agave anejo and reposado tequilas, each aged separately in charred, white oak casks. The anejo tequila is aged up to eighteen months and the reposado tequila is rested for nearly a year. Then, the secret ingredient, the essence of natural Damiana, a flower native to the high altitudes of Mexico and known as an aphrodisiac, is hand blended to the tequila blend, creating a soothing combination of aromas transcended by a smooth, rich and flavorful character. This secret recipe dates back to 1857, when it was created by Lazaro Gallardo, founder of Los Camichines Distillery in Jalisco, Mexico. It has been passed down through generations and is still hand crafted today according to the meticulous production methods created by Master Gallardo.