Yet small distillers and industry insiders warn that mezcal’s sudden popularity is fueling mass production that threatens to damage its reputation. Photograph: Mezcal Educational ToursThe British multinational Diageo sealed a deal to distribute Union, another large brand, in February, and this summer the tequila giant José Cuervo launched Creyente, the second mezcal brand in its portfolio. These developments have raised concern among traditional distillers who want the industry to stay true to its rustic roots. This is very dangerous.”Jiménez also runs Mezonte, a civic organisation that helps artisanal distillers to promote their products and defend traditional mezcal culture. A revised proposal would have them use “aguardiente de agave” – meaning agave firewater – instead of “destilado de agave”, the more literal name currently in use.

Source: The Guardian October 29, 2016 11:00 UTC