Abstract

🥃 The Latest Update on Tequila: A Changing Global Trend!
Tequila sales are soaring, and the global market is experiencing rapid growth!

In Japan, Tequila has typically been associated with "chugging" or "penalty games." However, its image is changing: while maintaining a stylish appeal, Tequila is rapidly gaining popularity among younger generations as a drink to be enjoyed more casually.

We are also seeing an increasing number of celebrities publicly professing their love for Tequila, leading to new ventures like product endorsements and production that go beyond a simple hobby. A new movement is spreading, focused on enjoying Tequila as a matter of culture and entertainment.

Current literature on Tequila primarily consists of academic texts covering its history and research. There are currently no books offering up-to-date, timely information on this booming industry.

This volume fills that gap, providing correct knowledge and information on how to enjoy Tequila, accompanied by abundant photographs.

Author’s Information

Since 2010, he has been involved in promoting Mexican tequila, and with the support of the Mexican Embassy, ​​he is involved in the management and promotion of Mexico and tequila anniversaries in Japan. He has visited Mexico more than 20 times in total, about 90 tequila distilleries, and continues to provide daily updates on trends and the latest information in the tequila industry. ●Tequila Journal Website https://tequilajournal.jp/