Like many spirits, tequila is more than just a liquor category. It’s a centuries-old cultural drink that embodies centuries of Mexican history, social issues, and tradition.
Agave tells the story of the people, their soil, their worldview, and their philosophy. When we talk about tequila, we’re talking about Mexico. Supporting Mexican brands is more important than ever, as they compete with an ever-growing number of agave spirits made from agave varieties grown around the world.
The question of where agave plants come from matters, especially at times when terms like “biopiracy” and “cultural appropriation” are met with a certain amount of mistrust, as if they were to be feared or left out of discussion completely.
Given the exponential growth of the agave spirits market, even right now, as more people are drinking less, agave spirits have survived the recent sobriety trends. Many countries are trying to cash in on this agave anomaly despite lacking the historical and cultural background that agave spirits traditionally embody.
Over the past seven years, Israeli entrepreneurs have visualised the growth of agave plants in the Kibbutz Alumim.
Building an advisory team of top tequila experts was essential to delivering the Mexican expertise to develop what is called Negave Spirits, the Israeli company producing this tequila-like spirit.