Passion for Tequila
Over the last decade, we Spaniards have developed a true love affair with tequila. We’ve gone from late-night, alcohol-heavy shots taken in one gulp with salt and lime, to enjoying a wide range of 100% Agave Tequilas, sipping them slowly from their caballitos.
Agave process mural at Hacienda Sauza
The first time I traveled to Jalisco to visit tequila distilleries firsthand, I remember that not a single bottle of 100% Agave Tequila could be found on the duty-free shelves at Madrid airport. In the Tequila Valley and the Highlands of Jalisco, I was captivated by the agave fields (UNESCO World Heritage), the jimado process, the cooking of the piñas in masonry ovens, the crushing of pumpkin-colored piñas in the traditional stone tahona, and the distillation in small copper or stainless-steel stills.
I was amazed by the museum at the historic Hacienda Herradura distillery; also by the artisanal production at Patrón —despite its large scale— and the wisdom-laden words of its master distiller, Francisco Alcaraz. I also discovered that while my favorite Tequilas were blancos, the aging process of tequila revealed the soul of a good reposado, such as the one I encountered at Don Julio.
Tasting these Tequilas, I discovered the authenticity of a spirit that reflects a land we deeply love from Spain —as evidenced by the abundance of Mexican restaurants that have sprung up like mushrooms in Madrid. As a joke, some say there’s no room for one more cochinita pibil in the city.
Jimado of an agave piña at Rancho del Indio, Tequila
I remember that after that first trip to Jalisco —about 15 years ago— I brought back some of the best bottles of Tequila I had enjoyed there. After summer barbecues, I would offer them to my guests, who often recoiled just at the suggestion. But once I convinced them to try it, we would end up finishing the bottle between the four of us. Best of all, they told me the next day that it made them feel great —no hangover at all!
On another trip, while serving as a judge at the Spirits Selection by CMB in China, I met Carlos Borboa (current director of the Concours Mondial de Bruxelles for the Americas and the México Selection by CMB). During a break in our morning tastings, he asked me which spirit I thought would succeed in the coming years. Without hesitation, I said Tequila —because of its captivating character, its uniqueness as an agave spirit whose plant takes years to mature, its original flavors, and its unmistakable association with its country of origin.
This time, I wasn’t wrong. Spain has already become the third-largest importer of Mexican agave spirits —especially Tequila— which has shifted in perception from a simplistic party shot to a revered world-class spirit, standing proudly alongside the finest single malts and great cognacs (and Jerez brandies, too).
Historic Hacienda Herradura distillery (1870)
Over the last two years, a showroom for Mexican agave spirits has been held in Madrid: “Piña Agavera.” Each year, it draws more Tequila, Mezcal, Raicilla and Sotol brands. The quality and character of the spirits showcased (over 150 brands at the last event) leads us to believe that Tequilas are becoming increasingly refined and elegant, seducing more and more discerning Spanish drinkers. I believe the secret lies in the authenticity of the drink and the pleasant sensations it delivers when sipped slowly.
Just when I thought the quality and personality of Tequilas had reached their peak, I received a sample of an artisanal, small-batch, additive-free Tequila: Entremanos, crafted by Jimmy Villalobos Sauza. It reached new sensory heights with its captivating character and a terroir-driven expression I had never experienced before.
When I think of Jalisco, I always recall the beauty of its capital Guadalajara, its excellent cuisine, and its mariachis —once you start singing with them, there’s no stopping the toasts all night long. I remember the electrifying show we witnessed at the José Cuervo distillery (Spirits Selection by CMB 2016), a complete reenactment of Mexican history through dance, which offered more cultural insight than reading ten books.
Traditional dances of Mexico’s earliest native peoples
The Spirits Selection by CMB 2025 in Jalisco also promises a delightful surprise: discovering the ancestral spirit of the state—Raicilla—an agave distillate still unknown to many.
Cheers to Jalisco!
Jesús Bernad
Director, Planeta Hedonista
