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Tequila's Golden Age: Why the Craft Movement Is Winning
The big guys are stumbling. The craft brands are rising. While the headlines keep focus on celebrity tequilas and mass-produced labels under investigation, something more interesting is happening in the agave fields. The traditional, additive-free, family-owned brands are posting numbers that the big players can't touch. --- The Numbers Don't Lie **G4 Tequila** — 2025 was a breakout year. The brand saw **88% value growth** driven by triple-digit growth in their reposado. Thei
Jack Pettijohn
4 days ago2 min read
Searching For The Perfect Distillery
--- Recently, I traveled to Jalisco, Mexico—not just to enjoy the scenery, but to find the right distillery partner for my tequila business. There's nothing like being on the ground, meeting the people, and walking through the very spaces where tequila is crafted from the ground up. Each distillery I visited had its own unique process, personality, and story. From small-batch operations with deep family roots to larger, more modern facilities, the passion for tequila was ever
Jack Pettijohn
5 days ago1 min read
Learning the Craft from Tequila Legends in Jalisco
--- On my recent trip to Jalisco, I had the incredible opportunity to sit down with some of the true legends of the tequila world—the kind of people who've been in the business for generations and know the process like second nature. From the field to the bottle, they walked me through the ins and outs of tequila production—differences in soil, yeasts, the importance of slow cooking, fermentation techniques, aging methods, and what separates good tequila from great. But more
Jack Pettijohn
5 days ago1 min read
Additive-Free or GTFO: The Clean Tequila Movement You're Not Hearing About
Go to any liquor store. Pick up a Reposado. Read the label. You'll see "100% Blue Agave." Now smell it. Taste it. If it smells like vanilla, caramel, or oak—straight out of the bottle—guess what? That's not oak. That's most likely additives. --- What's Allowed in Tequila (That Shouldn't Be) The CRT (Tequila Regulatory Council) allows certain additives: - Caramel color (for consistency) - Oak extract (for "aging" flavor) - Sweeteners (syrups, sugar solutions) - Glycerin (for "
Jack Pettijohn
5 days ago1 min read
Why Most Tequila Brands Fail (And How to Avoid Their Mistakes)
You know what sucks? Walking into a liquor store, seeing a shelf full of $50 tequilas with fancy bottles and celebrity faces, and knowing—knowing—that half of them are going to taste like gasoline mixed with artificial agave flavor. The tequila boom is real. But so is the bullshit. --- The Problem Everyone wants to launch a tequila brand. Few people want to do the work. The industry is flooded with: - Investor-backed fluff that cares more about exits than excellence - "Margar
Jack Pettijohn
7 days ago1 min read
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