Back to the Roots: Spirits Selection by CMB 2025 heads to Jalisco
The 2025 edition of the Spirits Selection will take place in Jalisco! It will feel strange for me to return there—Jalisco and Tequila have played a pivotal role in my career, and returning as the Director of Spirits Selection feels a little like the prodigal son coming home.
It’s hard to explain just how much Mexico, and Jalisco in particular, have impacted me. My first “corporate” role outside of the bar was as the Brand Ambassador and Marketing Manager for Tequila Cuervo in the Middle East and the Indian subcontinent—at a time when the concept of 100% agave tequila was considered crazy and out of touch. Back then, limes, salt shakers, and Cuervo Gold were ubiquitous and the key growth drivers for the tequila category as a whole. Both Steely Dan and Carrie Underwood were quite outspoken about the results of excessive Cuervo consumption (forgive my old fashioned musical references!). It’s incredible to think about how far tequila has come!
I’d like to think I played a small role in changing consumer attitudes toward tequila. The company I worked for was tasked with “upgrading” the perception of tequila, and Cuervo in particular, in a market that was about to become the engine for super-premiumization in the spirits industry— Dubai. I’m proud to say that many of our market activations became examples of “best practices” for Casa Cuervo, and I became the regional spokesperson for all things tequila, growing the brand to a staggering 44,000 9-liter cases per year in my markets. Eventually, I was “poached” by Tequila Patrón to develop their education programs and activations in Turkey, at a time when “Patrón-bashing” was a favourite pastime among tequila enthusiasts globally.
How did we manage to go from “a cold and Gold” to sipping Reserva de la Familia and Gran Patrón Burdeos? As usual, Casa Cuervo marketers tend to overcomplicate things, but the path was quite simple: education. Not education about tequila’s complex production process, nor about individual brands themselves, but rather about the deep and profound cultural heritage tequila holds in Mexico. After all, wasn’t it disrespectful to shoot down a spirit that was so intricate and significant? My role was essentially to educate regional gatekeepers about the simple pleasure of sipping high-end tequilas and to explain why doing so was an act of reverence—both to Mexico and to the tequileros— while simultaneously encouraging consumers to upgrade to 100% agave versions of their favourite party starter.
The tequila industry is notorious for bad press, price fluctuations, and serving as a battleground for highly opinionated figures in the spirits world. Yet, this often overshadows the resilience and perseverance of the people behind the liquid. Changing consumer perceptions is one of the hardest challenges brands face, and yet, tequila has succeeded remarkably well. We’ve seen a category that was once purely price-driven and known for party shots reinvent itself as a spirit worthy of standing alongside the world’s most prestigious malts and cognacs.
According to the CRT (Consejo Regulador del Tequila), the turning point came around 2006, when consumption began shifting toward 100% agave tequila. This shift was certainly supported by a new wave of Agave Tequiliana Weber plants reaching maturity after the agave shortage of the early 2000s, but credit must also go to the tireless education efforts across the globe and, most importantly, the coherence of the message. As far as I know, most brands have preached the same story in a consistent manner, effectively amplifying that message: heritage, quality, and versatility.
Few spirits categories have managed to reinvent themselves so completely in such a short time. However, there is a clear caveat: this premiumization has been almost entirely driven by the U.S. market, which accounts for around 90% of tequila exports. Germany and Spain the second and third-largest markets—are far behind the U.S. in both volume and value. While this might seem like a cause for concern, I see it as an opportunity. There is room for growth. Given the current tensions between the U.S. and Mexico, this diversification is needed but it won’t be easy.
I, for one, look forward to lending another helping hand to my alma mater. More than anything, I look forward to strolling through the streets of Tequila, getting my jeans ripped by the thorny pencas of the agave, breathing in the intoxicating aromas of San Juan de Dios in Guadalajara and and an early morning walk on the Puerta Vallarta coast. I recently had the pleasure of inviting a dear friend of mine to Mexico and gave him a word of warning: “Be careful, my friend—Mexico gets under your skin!” Upon his return, he simply sent me a text with three words: “You were right.” See you soon, Guadalajara—I’ve missed you!
Ulric Nijs
For more information about the Spirits Selection 2025: Click here
