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MEXICANS LOVE TEQUILA BUT NOT WITH FLAVORING.

It looks like Mexico will legalize flavored tequilas. But don't try to sell them to Mexicans. These tequilas are strictly for export. Getting Mexicans to drink flavored tequila is a little like getting Brits to drink cold beer. Tequila, after all, is practically the national drink, the drink of the common man.

It was in the 90s that sales of tequila took off. The drink became a worldwide favorite among the chic and the near chic. Farmers scrambled to plant agave, the long maturing plant used to make tequila. They over planted. Prices sank, but when these millions of plants mature in 2007, there could be real price problems. So the Government has proposed flavoring to create new markets - new markets everywhere, that is, except Mexico where tradition, especially tequila tradition, defines the market.
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Publication:Market Latin America
Article Type:Brief Article
Geographic Code:1MEX
Date:Nov 1, 2004
Words:134
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