Best known for having a worm or two at the bottom of each bottle, Mezcal is among the least-known traditional Mexican drinks -- but not for long. The strange, agave-based drink is fueling interest in the frontier region and tourism across the border.
Mezcal has been produced since prehistoric times by Mexico's indigenous people and continues to enjoy a reputation of exoticism. The tour group T.R.I.P. has begun organizing voyages with the intent of exposing tourists to the drink, the artisans who produce it and the population that enjoys it. Thus far, such "alcohol tourism" has helped expand the national industry beyond its traditional routes. Moreover, the Mexican government sees the growing popularity of Mezcal as a reaffirmation of their culture in an increasingly homogenous, globalized world.
To give you an idea of the drink's cultural importance and personal power, remember this famous Mexican aphorism: "para todo mal, mezcal, y para todo bien también" (for everything bad, mezcal, and for everything good, too.)
Alcohol-Driven Tourism
The Fabled Drink Mezcal is Attracting Tourists from Around the World
Trend Themes
1. Alcohol Tourism - Opportunity for travel companies to develop specialized tours around unique and lesser-known drinks like Mezcal.
2. Authentic Cultural Experiences - Potential for businesses to create intimate and immersive experiences that expose travelers to indigenous people and their way of life.
3. Local Industry Growth - Mezcal's rise in popularity presents an opportunity for the Mexican government to support local artisans and promote the national industry.
Industry Implications
1. Travel and Tourism - New opportunities for tour operators, travel agencies, and tourism boards to enrich visitor experiences and offer unique insights into local culture and traditions.
2. Craft Alcohol - Mezcal's growing popularity presents an opportunity for craft alcohol producers to expand sales beyond traditional markets and promote lesser-known, unique drinks.
3. Community Development - Opportunity for community-based organizations to use the attention garnered by Mezcal to promote and support indigenous communities and their way of life.