Why Is It So Hard to Find High Proof Tequila? | More Flavor, Not More Burn

[00:00:00] Why is it so hard to find high proof tequila? Seriously, Almost every time I walk into a liquor store here in Indiana, I'm searching the shelves for high proof tequila. And a lot of times I can't find one. And when I ask store owners why don't they carry more of it? I usually hear the same answer. It just doesn't sell. It sets on the shelf. But here's the strange part. Every tequila enthusiast I talk to love high proof tequilas. It's what we talk about. So what's going on the talk about that problem. I honestly don't think the problem is the tequila. I think it's education. Most people who are newer tequila already believe tequila is supposed to burn. They think it's going to be harsh. They think it's something you shoot. So when they see a bottle that's 96, 100 proof or even 110 proof, their first thoughts are, holy shit, that's going to be even harsher and I'm going to get drunk even faster. But my experience is not usually what happens. A well made high proof tequila isn't about more burn, it's about more flavor. And when a distiller adds less water after distillation, more agave natural oils, aromas and flavors stay in the bottle. That's why to me, high proof tequilas are often richer mouthfeel, bigger cooked agave notes, brighter citrus, more minerality and a finish that just keeps on going. And that's why bartenders and longtime agave lovers actually seek them out. Every time I host a tasting, I'm sure to include at least one high proof tequila. And almost every single time somebody takes a sip and says, wow, I thought it was going to be hot. Instead they're surprised about how much flavor they're getting. Now don't get me wrong, when not every high proof tequila is balanced, some absolutely drink hot. But when they're made, well, I think they offer one of the purest expressions of agave you can ever have. We are actually seeing more distilleries releasing high proof expressions more than ever before because enthusiasts keep asking for them. They may be a small percentage of what overall tequila sales are, but among serious tequila drinkers, the demand continues to grow. I just wish more liquor stores would take a chance on carrying a few of those bottles. Because I think once people actually taste them and understand about them, they will seek them out first. I'm going to ask you to do me a favor. When you walk into your local liquor store, ask the person about high proof tequilas and don't just ask the cashier. Ask to talk to their buyer. Ask to talk to their manager or even the store owner. Explain to them that this is what you like to drink and that you'd like to see it in the store. Tell them that you'll talk about it on your social media pages and in your Facebook groups and share where these tequilas can be found. Because if the retailer knows that they can put it on the shelf and ask actually have it sell, then they will put it there. So I want to hear from you. What do you think of high proof tequilas? Why do they not sell well at liquor stores? Is it the higher price? Is it the lack of education? Or do people see that higher proof and assume it's going to be too strong? Let me know in the comments. I want to pass this information on to liquor stores here in Indiana to see if we can get more high proof tequilas on the shelf. I got three here. I also want to know what you think of these three Zumbador, Otoro 100 and Intremanas are phenomenal tequilas and I'm not going to tell you which one's my favorite out of this group because I like all if you're enjoying learning about tequila, make sure you go to the Tequila Report.com, one of the biggest tequila newsletters out there with more than 62,000 subscribers. It's completely free and every other week you get new tequila news in your email. You get interviews, reviews, industry insights directly to your inbox and it's free. If you like these kind of videos you want to learn more about tequila, hit that. Like subscribe and share this with a friend that may be really excited about tequila. And like always, sip wisely. Sip responsibly. Drink some good freaking tequila, would you? Cheers. Have a great night.