Good Morning! Welcome back to In Good Spirits and we have quite some new stuff to talk about!

1. We have a new look! I’ve worked really hard over the last few weeks to give us a more modern, and honestly, just more attractive look. At least I think so and I hope you do, too. If not, let me know how much you think it sucks. We will have some more dope reveals coming in the next few weeks so keep an eye out for that.

2. We have officially hit 10,000 subscribers! We have not hit a full year of this newsletter, yet we crossed such a big milestone! So I want to thank everyone who reads this newsletter every week. With a lot of uncertainty on social media platforms, it's nice to have a space that can't be taken away (I hope? Could they?) and it's also wicked nice to have 10,000 of you guys that actually care about what I have to say and read this.

3. I am just about done editing about a month's worth of content and will be releasing it starting hopefully next week. You guys are going to get 4 straight weeks of what I think is some of my best YouTube content ever. At the end of those 4 weeks, we will hopefully have even better stuff coming up.

4. We are still selling tickets to our second-ever private dinner party at my bar and restaurant, Ember & Alma Cocktail Bar with our friends at Mezcal de Leyendas! The event will be held on Wed Jan 29th at 6 PM and we have less than 10 seats available so if you want to join us, get your tickets soon!

Every Ticket Includes:

• A Unique Welcome Cocktail that will only be available this evening

• A full 3-course meal featuring dishes specially made for the event

• A deep dive into Mezcal and it's nuances

• A tasting of 3 expressions of Leyendas Mezcal, showcasing the rich variety of different species of agave from different regions of Mexico.

• Lots of great friends and lots of good fun

• And some surprises

Agave Farmers vs. Big Tequila

The tequila world, known for its vibrant flavors and storied history, is currently at a breaking point and the drama in the tequila world never seems to end. Last week, hundreds of agave farmers (agaveros) flooded the streets of Tequila, Jalisco. They were there to send a loud, clear message to the tequila industry, the Mexican government, and consumers everywhere: enough is enough.

Their grievances are striking:

1. Rock-Bottom Pay for Agave: Farmers are being paid a measly one peso per kilo of agave. That’s a fraction of what they need to make ends meet, especially when international consumers are shelling out hundreds of dollars for a single bottle of tequila.

2. Corruption in the Industry: Farmers allege that some tequila brands are adulterating their products with cane or corn alcohol while still marketing them as “100% agave.” They claim this practice isn’t just tolerated, but enabled by the Tequila Regulatory Council (CRT), which is supposed to oversee the industry.

3. A System Rigged Against Small Farmers: The CRT is also accused of prioritizing the interests of big tequila companies, leaving small-scale farmers and producers without a voice. These practices, the farmers argue, are driving them out of business and forcing them to sell their land to large corporations.

A Long History of Struggle

The farmers’ plight is rooted in tequila’s volatile boom-and-bust cycle. Agave takes years to mature, so when demand spikes, farmers rush to plant more. By the time those crops are ready, the market is often flooded, driving prices into the ground.

This rollercoaster has left farmers struggling for decades, but today’s situation feels particularly dire. Many believe it’s not just bad luck but part of a deliberate effort by large companies to keep prices low and control the market.

And it’s not just about money. The farmers are also fighting to preserve the authenticity of tequila itself. They want a return to true 100% agave tequila—no additives, no shortcuts, just the spirit in its purest form.

What Do the Farmers Want?

The agaveros’ demands are straightforward but bold:

• Fair Prices for Agave: They want a minimum and maximum price to stabilize the market and ensure farmers can make a living.

• No More Adulterated Tequila: They’re calling for stricter enforcement to ensure all tequila labeled “100% agave” truly is.

• An End to Monopolistic Practices: Farmers want more oversight of big companies and the CRT itself to prevent corruption and favoritism.

Tequila Matchmaker: A Parallel Fight for Transparency

If this fight sounds familiar, it’s because it echoes another ongoing battle in the tequila world: the saga between Tequila Matchmaker (TMM) and the CRT.

For years, TMM has been a champion of transparency, flagging which tequilas are additive-free. This simple act of honesty—letting consumers know what’s really in their bottle—set off a firestorm with the CRT.

Much like the farmers, TMM found itself up against an industry resistant to change. The CRT raided their headquarters, accused them of wrongdoing, and even pressured brands to distance themselves from TMM’s additive-free certification.

The parallels are hard to miss:

• Both the farmers and TMM are challenging a powerful system that seems more interested in protecting big tequila than preserving tradition.

• Both are fighting for a tequila industry that’s honest, transparent, and fair.

Why It Matters

This isn’t just an industry issue—it’s about the very soul of tequila. Without fair pay, agave farmers can’t survive. Without transparency, consumers can’t trust what’s in their glass. And without tradition, tequila risks losing the authenticity that made it a global icon.

As you sip your next margarita or savor a fine añejo, think about the people behind it—the farmers in the fields and the advocates pushing for transparency. Because without them, you don’t have tequila. It is from their blood, sweat, & tears that tequila is made.

Want to Learn More?

If you’re curious about the agave farmers’ fight, check out Felisa Rogers’ deep dive at Mezcalistas. It is an incredible article and very much worth reading in full.

Your Complete Guide to Making Drinks

I realized recently that I had never shared this video with newsletter subscribers (at least I don’t think). This video is a comprehensive guide to almost everything you need to know to create cocktails. It covers essentially the same training any bartender I hire goes through before they can get behind the stick.

Hope this provides you some value and you can learn something! If you do enjoy it, comment on the video on YouTube saying “I came from In Good Spirits!” Just so I know!

Best Video I Saw This Week:

I stumbled upon these guys recently and I am obsessed! Their skits are wicked funny and the one above had me chuckling. They’re definitely worth checking out. 

I almost linked to this “Overheard” video — it was so well done that I was actually laughing out loud. So yeah, I guess I will link it below haha. Give them a follow:  https://www.instagram.com/sketchy.bartender/