Agave spirits in London on-trade
Oliver Castilla-Tristan
Oliver, having lived in London for 20 years, and having dedicated 16 years to on-trade, discusses the growing significance of Tequila and Agave spirits in the UK On-Trade. He highlights the shift in consumer habits toward premium spirits among millennials and Gen Z, the influence of the Mexican culture. Oliver talked about the substantial increase in premium tequila and mezcal options, explaining why.
He also discusses the effects of celebrity endorsements, modern mixology, and brand education on the popularity of Agave spirits. Additionally, he talks about health perceptions and market accessibility. Concluding that Agave spirits are now mainstream, and are shaping a better drinking culture in the UK.
