Good Morning! This week we held a private dinner with our friends from Suyo Pisco and it was one hell of an evening! If you made it out there, thank you so much! I hope you enjoyed it. And if you missed it, boy did you miss out. If you want, we host private dinners almost every month at my bar & restaurant with unique menus just for the evening and unique cocktails as well. Stay tuned here for our next event announcement!

One of the coolest things that happened at our dinner was that Troy Ali, @thelittle.ghost, who is a cocktail content creator and someone who we have shared some of their videos in the newsletter in the past was the photographer for the evening! It was so cool to meet Troy in person and he truly is creating some of my favorite cocktail content on the internet right now. His vibe and aesthetic is really satisfying to watch and you should go give him a follow if you haven’t already.

This week I decided to do something different. I wanted to time the release of my latest YouTube video with the arrival of this newsletter to your inbox. So think of this as almost like an exclusive first look at this video. I appreciate you all who read this newsletter weekly and I hope you enjoy this video AND more importantly this weeks newsletter.

California Agave: Tequila Imitation or Genuine Innovation?

Agave spirits have long been a hallmark of Mexico’s cultural identity, with tequila and mezcal representing centuries of tradition and craftsmanship. But as demand grows, U.S. producers are now jumping into the agave spirit game. California is leading the charge, claiming to offer a more sustainable, local alternative. But the question arises: Is this innovation, or just clever marketing capitalizing on Mexico’s legacy?

So what’s really going on? SevenFifty Daily recently published a must-read deep dive, “Can Non-Mexican Agave Spirits Go Mainstream?”, and we broke it down below.

Mexico Owns the Name—But Not the Plant

Mexico has international protections on tequila and mezcal, thanks to Denomination of Origin laws. But in 2020, the U.S. created a catch-all category called “agave spirits,” opening the door for American-made versions.

Nearly 500 U.S. labels now exist under this looser classification. Many use imported agave syrup or concentrate, blending buzzwords like “local” and “small-batch” into marketing that still relies heavily on tequila’s well-earned reputation.

California Dreams or Just a Mirage?

California producers say they’re creating the next big sustainable crop—agave thrives with less water. USDA grants are flowing, and farms are expanding from just 50 to nearly 1,400 acres.

But here’s the catch: most “California agave spirits” are still made from Mexican-sourced agave. Truly local distilling is rare and experimental. For now, much of this feels like marketing-driven hype—not an actual industry shift.

Innovation or Just a Tequila Rebrand?

To be fair, there is creativity happening. Producers are exploring lesser-known agave species, unique fermentation methods, and climate-smart practices. But when the bottles, branding, and storytelling mirror tequila so closely… can we really call this something new?

Cultural Homage—or Cultural Appropriation?

There’s a deeper layer to this story that can’t be ignored: the issue of cultural appropriation. Agave spirits are not just a product—they are the result of centuries of Indigenous and mestizo Mexican tradition, labor, and land stewardship. When producers outside Mexico use the symbols, language, and aesthetic of tequila without that lineage—or worse, profit while Mexican producers face economic pressures and regulatory hurdles—it raises serious ethical concerns.

The question isn’t just whether these new spirits taste good. It’s whether they respect and honor the culture that made agave spirits globally revered in the first place. And so far, many of these new entries feel more like opportunism than homage.

The International Agave Boom

It’s not just California. Distillers in Australia, Ecuador, Venezuela, and India are launching agave-based spirits, too. And while many of these use native agave varieties, Mexican regulators aren’t thrilled.

They argue that without the same traditions, protections, and standards, these newcomers are simply riding the coattails of the global tequila boom.

What’s Next?

California agave spirits are boutique, pricey, and still a long way from scale. With agave costing over twice as much as in Mexico, these bottles are likely to appeal to collectors—not casual drinkers.

Still, some believe a future where California agave sits on Costco shelves is inevitable. Others see this as just another fleeting craft trend.

Bottom line? Keep your eye on the category—but don’t confuse it with the real thing. The rise of non-Mexican agave spirits may be a sign of innovation, but it also demands a closer look at who’s benefiting, and who’s being left behind. At a time when Mexican agave producers often struggle for fair pay and recognition, is it really progress if others capitalize on their legacy?

A Final Thought

Innovation isn’t always a virtue when it comes at the cost of cultural context. Yes, experimenting with agave in California and beyond might bring new flavors to the table—but we shouldn’t celebrate these spirits without scrutinizing the story behind the bottle.

If the goal is to build something truly new, then it’s time for U.S. producers to stop imitating tequila and start forging their own path—with transparency, respect, and acknowledgment of where the road began. Otherwise, what we’re witnessing isn’t the birth of a new category. It’s just the latest chapter in a long history of cultural borrowing dressed up as progress.

Top 50 Bars in North America Revealed!

A few weeks ago, we talked about the list of the 100-51 ranked bars in North America being revealed and that list had some incredible bars on it, and this week the rest of the list was released!

And there are some insanely good bars on this list!

Which of these bars are you most excited about? and how many of these have you frequented yet?

I’ve been to only 6 of these 50… Seems like there’s some drinking and traveling that I need to be doing soon.

Best Post We Saw This Week:

thelucasassis

199K followers

View more on Instagram

So technically I didn’t watch this video THIS week but I didn’t talk about it last week and I think if you enjoy tequila, or my content, there is a good chance you’ll want to watch this video.

I think what Lucas and the Tequila That Cares foundation are doing is great and worthwhile and really gives back to the people that tequila impacts the most. Consider supporting them and their project. They have been doing some great stuff.

In Other News:

• The Spirits Business published this article which touches upon some really important topics: Motherhood, menopause and supporting women in spirits

• Punch published this article: The Anatomy of the Modern It Bar

• Apparently the ports of the United States are empty?? How will this impact our spirits/wine/cocktail prices in the next few weeks?