Forget the salt and lime. Today’s tequilas can stand on their own.
Tequila has enjoyed a long history as Mexico’s most popular spirit, as well as a bittersweet place in the memories of many an American consumer as the common denominator among notorious and unforgettable college nights and terrible hangovers. Boutique tequila brands are working to dispel the 
misconception that the spirit is only good for mixing and shooting (and consequently drawing a pavlovian shiver from people at its very mention). Patron started the effort in 1989, and in recent years, tequila has experienced a surge in popularity in the U.S. market as consumers are becoming more aware of it as a versatile spirit much as they have with vodka.
“Tequila is no longer just a shooter or a mixing ingredient. People in the U.S. are starting to realize that it can be sipped and enjoyed,” says Inaki Orozco, founder of Riazul Tequila, Houston, Texas. “Tequila was the preferred drink of blue collar workers in Mexico in the 60s. When people in higher classes started to drink it, producers understood that if they wanted to keep up that trend they had to produce something better. The same transformation is happening in the U.S.”
Recently Peter Cressey, CEO of the Distilled Spirits Council of the United States (DISCUS), stated that despite the fact that the spirits industry has not been untouched by our country’s recent economic troubles, the growth of the consumer trend towards “premiumization” continues. With 11% growth in revenue in its super-premium category, 
and a 3% growth overall in 2008, tequila is no exception to American consumers’ pursuit in satiating their need for quality and luxury brands. Bar and club owners can capitalize on this crossover as well by making available various premium tequila brands on their back bar shelves and their cocktail menus.
But who is to say that departing from tradition is the way to go? Agave Loco and el Jimador have designed their bottles to promote the flavor and history of the products inside. El Jimador, in particular, has a printed label featuring an image of its namesake, a Mexican farmer who harvests agave plants, at work, reminding 
customers of the spirit’s origins. Agave Loco, on the other the hand, has opted to stick with the traditional short bottle, with an agave plant etched into the back and images of the pepper varieties used to accomplish its unique flavor on the label.
Then there is VooDoo Tiki tequila, which has entirely shifted gears in terms of product design and marketing. “When we put the brand together, we realized that in every bar the tequila bottles looked the same,” says DeCunzo-Taddeo. “Americans don’t necessarily want to drink tequila because of its rich Mexican heritage. They want to drink it because it tastes good and has a cool package.” With the vision of her business partner and artist husband, VooDoo Tiki’s design features a hand blown tiki figure sitting in each bottle in accordance with the fun and vibrant colored bottles throughout the brand’s line.
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