Aron Marquez On The Secrets To Success In Ultra Premium Tequila

Let’s talk about “ultra-premium” tequila for a minute. Although there is no formal definition for the fancy sounding modifier, it generally encompasses any bottle of the spirit retailing at $50 and above. Twenty years ago, even ardent agave connoisseurs would have balked at prices like that. It’s an entirely different landscape today, driven largely by the proliferation of high quality—often well-aged—liquids.

Data from the Distilled Spirits Council of the US show that sales of this top tier have grown a staggering 1330% in volume since 2002, greatly outpacing the growth of more-modestly priced counterparts. The modern luxury brands crowding shelves of liquor stores are typically built from

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