There are terms for certain liquids that industry experts often think will resonate with consumers. In reality, drinkers just want something that tastes good and that they are familiar with.
For example, the app Tequila Matchmaker tried to convince people that whether or not a tequila contains additives was an indicator of whether or not it was authentic. Ultimately, however, the app’s agenda had little impact on which tequila brands remained in the lineup. Of course, bartenders can enjoy additive-free tequila in their free time, but if they don’t have Clase Azul or Casamigos on the menu, they’re leaving money on the table.
In this episode of the VinePair Podcast, Adam, Joanna and Zach argue that despite the industry and brands’ heavy focus on additive-free tequila, relatively few consumers understand what the term means or, if they do understand it, care much. They’re in it for the flavor profile or the recognizable label, and brands and bars are starting to wake up to that reality. Tune in to learn more.
Joanna reads: Can the drinks industry stay united in the face of hostility towards alcohol on multiple fronts?
Zach reads: Why the Mule is the ultimate workhorse cocktail
Adam reads: What happened to Old Crow, once the “pinnacle of American whiskey”?
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