In the 1930s the practice of adding non-agave sugars to the aguamiel, or “honey water,” was introduced and quickly adopted by many Tequila producers. These mixto (mixed) Tequilas had a less intense taste than 100% blue agave Tequilas, but this relative blandness also made them more appealing to non-native consumers, particularly those in the United States.

From the 1930s through the 1980s, the bulk of the Tequila being produced was of the blended mixto variety. The original 100% agave Tequilas were reduced to a minor specialty product role in the market. But in the late 1980s the rising popularity of single malt Scotch whiskies and expensive Cognacs in the international marketplace did not go unnoticed among Tequila producers. New brands of 100% blue agave Tequilas were introduced and sales began a steady growth curve that continues to this day. This sales growth has resulted in the opening of new distilleries and the expansion of existing operations. Tequila is on an upswing.

What Bing Crosby and Jimmy Buffet Have in Common

Modest amounts of Tequila have been exported into U.S. border towns since the late 19th century. The first major boost to Tequila sales in the rest of the United States came in the late 1940s when the Margarita cocktail, a blend of Tequila, lime juice, orange liqueur, and ice was invented. Its origins are uncertain, but Hollywood actors and cocktail parties in California and Mexican resorts seem to be involved in most of the genesis stories. It is known that crooner and actor Bing Crosby was so taken with one particular brand of Tequila, Herradura, that he teamed up with fellow actor Phil Harris to import the brand into the United States. The Margarita, along with the Tequila Sunrise and the Tequila Sour, have become highly popular in the United States; in fact, it is claimed by many in the liquor industry that the Margarita is the single most popular cocktail in the nation. In the 1970s, when balladeer Jimmy Buffet sang of “Wasting away in Margaritaville,” the success of the song enticed millions more Americans to sip from the salt-rimmed Margarita glass.

The Worm Turns
The upgrading and upscaling of Tequila has, in turn, inspired Mezcal producers to undertake similar measures. In the past few years an increasing number of high-end Mezcals, including some intriguing “single village” bottlings, have been introduced to the market. Mezcal now seems to be coming of its own as a distinctive, noteworthy spirit.

Source: Tastings.com