Tequila drinking on the rise in B.C., liquor sales show

Tequila drinking is on the rise in B.C., and importers and aficionados of the distilled agave spirit say that may be in part to an appreciation for higher quality tequila — the kind that can be enjoyed like a scotch.

Sales of tequila on the wholesale level have risen almost 40 per cent from 2012 to 2016, according to the B.C. Liquor Distribution Branch, which is the province's sole buyer and reseller of liquor.

Tequila sales have been steadily increasing each year since 2012, and over the last fiscal year alone sales rose by about $4.5 million, or 18 per cent.

The figures from the LDB represent sales to all wholesale customers (government stores, private stores and others) as well as BC Liquor Store sales over the counter — but they don't include what other retailers sell to customers.

"It's a steady rise, and I think it's a steady rise bigger than just an increase due to population," said Eric Lorenz of Vancouver-based Lorenz Agave Spirits, which imports premium tequila and mezcal into B.C., Alberta and Ontario.

Larger selection of tequila

Lorenz said he believes that rise is because of private retailers catering to tequila drinkers by offering them a variety of types of tequila, which in turn drives general demand.

Most mass-produced tequilas are what's known as "mixtos" — they have at least 51 per cent agave (a blue plant that is the base ingredient in the spirit), with glucose and fructose sugars making up the rest. Premium tequila is made from 100 per cent agave.

"Tequila drinkers are not like vodka drinkers, they're more like scotch drinkers in that they're going to go to a store and say, 'This place has a big selection, this is my tequila store,'" said Lorenz, who is also one of the founders of the annual Vancouver International Tequila Expo.

"Those stores that have gone big on tequila, well unsurprisingly they see a big rise on tequila sales because all of a sudden they're a tequila destination, and the consumer sees a big selection of tequila and they say, 'Oh tequila must be an awesome collectible spirit,' and they buy more tequila."

Lorenz said he also believes the rising interest in craft liquor has fuelled the interest in tequila, and said some bartenders are spreading the word about different premium tequilas by using them in the artisanal cocktails they make.

'A much more uplifting spirit'

Mona Mattei of Espiritu Agave, a Grand Forks-based distributor of tequila and other agave products, said she believes importers who have brought in a selection of other types of tequilas have helped increase the popularity of the spirit.

"In the last five years, tequila has been increasing as a spirit that people are choosing. I think that's partly due to some new varieties that have come up and people just learning a lot more about the spirit," she said.

"Tequila just seems to have a different effect on your system. When you're drinking some of the grain alcohols you have a different feeling from it, and everybody who is a tequila person really just finds it's a much more uplifting spirit."

With files from CBC's Daybreak South and Tina Lovgreen

To hear the full story listen to the audio labelled: Tequila drinking is gaining popularity, B.C. importer and agave aficionado says