TEQUILA, Mexico — Deep below the public areas of the LaRojena distillery that produces the numerous expressions of Jose Cuervo tequila lies family history.
OK, let’s get right down to it. At what point does lengthy aging in used barrels turn tequila into something that, while perhaps still an excellent product, no longer is tequila?
I was spending a few relaxed hours with a group of people in an old cantina in dusty downtown Tequila, Mexico, discussing the explosion in the town’s namesake liquor among U.S. consumers and the merits of its various styles.
The Orendain family has been an economic and political force in Mexico’s Tequila city and Jalisco state since 1926.
Mexico is in the midst of the biggest boom in its four-century history of mass producing tequila.