For nearly as long as humanity has existed, people have enjoyed getting a little tipsy. Archaeologists have found evidence of the first fermented beverage dating back to 7,000 BC, and some think alcoholic beverages predate the development of agriculture. One theory even suggests that the development of agriculture and civilization was partially driven by a desire for alcoholic drinks.
When you predate civilization, you’re bound to carry a lot of history, which is especially true of spirits and how they’re made. From secret recipes made by monks to forgotten techniques passed down from generation to generation, the traditions associated with distilling spirits are fascinating. Unfortunately, much of this rich history is lost on the average consumer, not because they’re uninterested, but because they haven’t had the chance to learn.
Tequila is a perfect example of a spirit steeped in time-honored tradition and a proud heritage, but it’s a history the average tequila fan knows little about. Whether a bar, restaurant, or liquor store, tequila tastings offer an opportunity to help your business stand out by educating customers in a way they will remember and appreciate.
Continue reading as we examine how to use tequila tastings for business growth and why they make a cost-effective choice as a liquor store or restaurant special event.
The Appeal of Tequila Tastings
In recent years, tequila has become one of the fastest-growing spirits in the industry. Much of this growth can be attributed to the rise of premium tequilas, which are meant to be sipped and savored rather than be the key ingredient in a margarita. However, this distinction is often lost on the average tequila fan who struggles to tell the difference between a Reposado and an Añejo.
Hosting a tequila tasting allows a restaurant or a liquor store to unravel some of the mystery and give their customers the knowledge needed to make more informed buying decisions.
A tasting can help educate customers on the difference between an unaged (Blanco) and an aged (Reposado) tequila. It can also inform customers that premium tequila is made from 100% Blue Weber agave, while mixto tequilas are made from 51% agave and 49% additives. Most importantly, it gives customers a chance to experience the remarkable flavor of premium tequila, unmasked by the mixers most think necessary to cover the harsh burn caused by drinking less expensive alternatives.
Boosting sales with tasting events becomes possible when customers understand that paying more for a premium tequila allows them to purchase a product that aligns with their priorities. Health conscious consumers may prefer to spend more for a product that doesn’t contain artificial coloring and other non-natural additives. Paying for a premium tequila becomes more palatable when you plan to drink it straight rather than having its flavor hidden in a mixed drink.
Sale-driven tasting events offer a win-win. They allow businesses to boost sales while educating customers by helping them realize that not all tequila is created equal.
Tips for Hosting a Tequila Tasting
Maximizing revenue with tequila tastings requires more than just pouring free tastes. Whether a restaurant, bar, or liquor store, you need knowledgeable staff capable of walking customers through the subtle differences and distinct flavors of premium tequilas compared to mixto tequilas.
Most customers’ experience with tequila will be as a shot or as an ingredient in a margarita or other mixed drink. This limited exposure leads most to assume tequila has a strong and unpleasant flavor that causes an unwanted burning sensation when sipped. This may lead some customers to decline even trying a tequila straight at a tasting because they anticipate not enjoying the taste.
A tasting hosted by knowledgeable staff can help educate customers, breaking down their preconceived ideas and preparing them to try something new. Here are a few other tips to consider when trying to make hosting a tequila tasting for business growth a success:
- Explain the Difference Between Premium and Mixto Tequilas: Take time to explain the differences between mixto and premium tequilas. Highlight how premium tequila is made from 100% Blue Weber agave and how that impacts flavor and smoothness.
- Highlight Flavor Profiles: Provide tasting notes describing each tequila’s flavor profile. While not everyone will notice the “subtle essence of caramel and fresh spice,” flavor profiles on tasting notes stimulate the mind and get your customers thinking.
- Describe the Aging Process: Discuss how tequila aging for longer periods of time in Oak barrels affects its flavor and color. Allow customers to experience the difference by sampling a Blanco, Reposado, and Añejo tequila side-by-side.
- Explain How Tequila Should be Savored: Encourage customers to take the time to smell and then savor the taste of the tequila when sipping. The aroma and finish that separates premium tequila from less expensive alternatives can get lost if your customers don’t take the time to appreciate what they’re sampling.
- Provide Bites That Pair Well With Tequila: If you’re hosting in a liquor store, provide small bites like cheese or chocolate that complement the tequila. Consider creating a paired menu for a restaurant tasting. This helps demonstrate how premium tequila pairs with food, which helps your customers associate the spirit as something to savor, like wine, rather than what to use in a mixed drink.
By offering customers an opportunity to try something new, you can broaden their perspectives on tequila, transforming casual fans into lifelong aficionados.
Let Suavecito Tequila Be the Star of Your Next Tasting Event
When it comes to changing how your customers view tasting tequila, nothing beats the incredibly smooth and robust flavor of Suavecito Tequila. Our mountain-grown agave provides Suavecito Tequila with an unforgettable taste that perfectly captures the difference between premium tequilas and all the rest. If you’re looking to host a tequila tasting for business growth, consider making Suavecito Tequila the star of the show.
