The 100% Agave Movement
Despite being an agave spirit, the concept of 100% Agave Tequila was only popularised in the 1990s. In this blog post we’ll take a look at the history of agave content in Tequila, and the rise of the 100% Agave Movement.
1949 – 100% Agave Standard
Mexico's first comprehensive federal tequila standard defined tequila as a spirit made entirely from Blue Weber Agave. This was a reflection of the practices of the industry, rather than an imposition. Agave spirits made in and around the town of Tequila had been made from 100% Blue Agave since the early 19th Century.
1964 – 70% Agave Standard
Rising demand for Tequila, mostly from the US, puts a strain on the supply of mature Blue Agave. Powerful distilleries – notably Sauza and Jose Cuervo – successfully petition the Mexican government to relax their definition of tequila to allow the inclusion of up to 30% non-agave sugars – most often cane sugar.
1970 – 51% Agave Standard
6 years later, the government concedes to a designation of Tequila which requires only 51% Agave, with up to 49% non-agave sugars. This is the birth of the Mixto category, which dominates the industry for the rest of the 20th Century.
1974 – Denomination of Origin
The Tequila DO is introduced giving the category international protection. It further cements the 51% Agave rule as the basis for Tequila.
1976 – “100% Agave” Category
The DO is updated to establish a sub category of 100% Agave Tequila. It acknowledges that this is a premium category, and requires that it must be bottled in Mexico rather than exported in bulk, both the retain business in Mexico and protect the quality of the liquid. A rule with remains in place today.
The category is largely overlooked by consumers and Mixto continues to dominate the market.
1989 – Patron champions 100% Agave
As one of the first premium tequilas in the US, Patron trailblazes the cause of 100% Agave Tequila. Consumers begin to appreciate the difference and vote with their wallets.
2000 – 100% Agave becomes the expectation
Though still a smaller market than Mixto, by the 2000s bartenders and discerning customers viewed 100% Agave as the benchmark for quality tequila.
Desdeya is proudly 100% Agave, made from nothing but Blue Agave, Water and Red Wine Yeast.
For the early history of Tequila see our post Tequila History. And for the post 100% Agave discussion, see our Additive-Free post.
