https://www.npr.

org/2021/07/19/1018085114/the-tequila-boom-and-agave-bust

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El auge del tequila y el busto del agave

21 de julio de 2021 · 8:02 p.m. ET

STACEY VANEK SMITH JAMILA HUXTABLE

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Maurico Palos / Bloomberg a través de Getty Images

Tequila is one of the fastest growing distilled spirits in the world. Following George
Clooney's business venture, celebrities are now jumping on the tequila bandwagon.
According to sociologist Marie Sarita Gaytan, the tequila industry has transformed
over the decades. What was once the liquor for hangovers is now known for the refined
brands and tastes.

Carlos Camarena is a fifth generation tequila distiller. He has been active in the tequila
rebranding campaign for decades. As the demand for tequila skyrockets, the supply
cannot keep up. Agave plants take years to mature and require very skilled workers to
process. Land grabs and agave planting are happening rapidly, but Carlos says it's easy
to predict a cyclical bust in the tequila market. With millions of extra agave plants
maturing in the next eight years or so, supply will eventually exceed demand. So
Carlos is preparing for the future by sticking to the traditions, making high-quality
tequila one bottle at a time.

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