New tequila and mezcal festival sets out to change perceptions

tequila mezcal fest

The UK’s first festival dedicated to tequila and mezcal is to be held in November, aimed at broadening consumers and bartenders’ knowledge about the spirits.

Tequila & Mezcal Fest takes place in London on November 22 and 23, bringing tequilas and mezcals together with Mexican food, culture, crafts and entertainment under one roof.

It will be held at the Grange Tower Bridge Hotel at Tower Hill and will also feature cocktail master classes alongside tastings, food pairing and other sessions about the production and history of the spirits.

It is being organised by Eduardo Gomez, a specialist in tequila and mezcal who most recently worked at Amathus Drinks, the UK’s leading supplier of mezcals to the on-trade.

Partners at the event include trade body Pro Mexico, the Mexico Tourist Board, the Mexican Chamber of Commerce and industry body Consejo Regulador del Tequila as well as Mexican food vendors such as Kan Kun Mexican hot sauce.

Eduardo said there would be a strict ban on sombreros, salt, ponchos and images of cactuses to help change old perceptions of tequila as a spirit just for party shots.

“We want to educate both the trade and consumers on how to drink, use and enjoy tequila and mezcal. There is a real need for a consistent message.

“We also want it to be a platform for new brands looking to get into the UK market as well as for existing brands to promote themselves.”

He says that, once Tequila & Mezcal Fest is established in London, he hopes to take it to other cities around the UK from next year.

The launch coincides with this year’s 40th anniversary of the Declaration of Protection of the Appellation of Origin Tequila which regulated the production of tequila in one region in Mexico.

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