Page 56 - Demo
P. 56

History moves forward. Agave spirits are going international. It happened to the Europeans in the wine industry: no one could stop grapes travelling! When California and Australia, not to mention Chile and Argentina, joined the premium wine world half a century ago, initially it drove the French in Bordeaux crazy. But over decades it made important contributions to California's and Australia's economy and provided a much respected delightful alternative enjoyment for consumers. Today, both Australia and California, not to mention Chile and Argentina, are wine superpowers, equivalent if not superior to their European ancestors. How dreary the world would be with only French wines!
'Single-Agave® 100% Agave Americana', an agave spirit proudly made in India from 100% Indian-grown mezcal pinas, is history on the march. And so is Fair Dinkum®, an agave spirit proudly made in Australia from 100% Agave Australis. These two are the first in a Porfidio-initiated series of international single-varietal agave spirits; soon to be followed by the third international release, a single-variety agave spirit from Venezuela (100% Agave Cocuy).
The CRT's recent national press campaign in Mexico honored the Indian agave spirit with full page articles in every major newspaper, but was typically inaccurate. Contrary to its spurious claims, “agave” is a botanical term, like the word “grape,” or “barley” and, like them, cannot be claimed under A.C.status (A.C. = D.O.). It is as if Peru tried to trademark “potato.” The agave plant’s original name, Mezcal, is the name Mexicans use, and the term “Agave” was invented by the Swedish botanist Carl Linnaeus in 1753 based on the observations of a German researcher.
So the allegations of cultural (mis-)appropriation make hardly any sense, since if equally applied on both sides, the Old World could claim property in the origins of the donkey, distillation, stainless steel, invention of electricity, and indeed to the very oak barrels, all of which were "(mis-)appropriated" by Mexico from abroad, and without which mezcal and tequila would have hardly existed.
The key concept is 'The Columbian Exchange’ ( See ) which brought horses, donkeys, wheat, stills and oak barrels to the Americas in return for the potato, corn, tobacco and agave that went to the rest of the world. We should not forget the royal role of 'Queen Victoria' who so greatly continued Columbus’s work across her Empire when the British planted agave in all her various dominions, such as India and Australia, where it would grow.
Single-Agave® 100% Agave Americana is not made from the Blue Agave, but Mezcal Americana, and neither is Fair Dinkum®, made from 100% Mezcal Australis, both different varieties of agave (=mezcal) that are indeed used in Mexico to make the agave spirit called [Vino de] Mezcal, but not Tequila®, under Mexico's own legal definition.
More importantly there are signs that consumers are actually bored with the ubiquitous palate of the Blue Agave, which is after all the chardonnay of agave spirits. They are ready to move on to other agave varietals-based Vinos de Mezcal, the new darling of agave spirits lovers. Single-Agave® 100% Agave Americana' and Fair Dinkum® 100% Agave Australis, cater precisely to these bored consumers who expect more from life than just another boring "chardonnay"; and let alone just another 100% Agave Tequila® made from cloned plantation-grown Blue Agave.
Viva la Revolucion, Viva el Mezcal Internacional!

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