Word: gonzalena
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...consumption has doubled, making Mexico's national drink the fastest-growing liquor category in the world--another reason for the agave shortage. A major factor in the beverage's popularity has been the burgeoning demand for premium and superpremium tequilas, like La Altena distillery's El Tesoro, or La Gonzalena's Chinaco, made of 100% blue agave. These use nearly twice the fermented agave juice necessary to mix cheaper brands. "What is happening today is a product of what happened in 1991 and 1992," says Javier Arroyo Chavez, president of Mexico's Tequila Regulatory Commission. "No one then ever imagined...
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