Red
11-28-2004, 03:06 PM
MEXICO CITY (AP) — Tequila is suffering an identity crisis: The original poor man's liquor has earned status and trademark protection, but now must fight to defend its name and its niche in a fickle international marketplace.
Mexican authorities are working at two levels — to shut out the imitators, while at the same time legalize flavored varieties, at the risk of enraging the purists. Watermelon flavor? In a globalized world, it seems, anything goes.
The problems started in the 1990s when tequila's popularity soared, creating a scarcity of its source, the agave plant. Agave prices soared by 1,600%, tequila production dropped by about a quarter, and the price of a good tequila shot above $20 per bottle.
So began the agave rush. Mexican farmers planted so many that prices are falling again, threatening a tequila glut in about three years.
story (http://www.usatoday.com/news/world/2004-11-28-tequila-identity_x.htm)
Mexican authorities are working at two levels — to shut out the imitators, while at the same time legalize flavored varieties, at the risk of enraging the purists. Watermelon flavor? In a globalized world, it seems, anything goes.
The problems started in the 1990s when tequila's popularity soared, creating a scarcity of its source, the agave plant. Agave prices soared by 1,600%, tequila production dropped by about a quarter, and the price of a good tequila shot above $20 per bottle.
So began the agave rush. Mexican farmers planted so many that prices are falling again, threatening a tequila glut in about three years.
story (http://www.usatoday.com/news/world/2004-11-28-tequila-identity_x.htm)