Tequila has come a long way from its reputation as a party drink. Today, it’s celebrated as a sophisticated spirit with a rich history and diverse expressions.
One term you’ll often hear in the tequila world (and the bourbon/whiskey worlds) is “craft.” But what does it really mean, and does it matter to the discerning drinker? Let’s explore this growing category and why it might just change the way you think about tequila.
Defining “Craft” Tequila
The term “craft” is widely used in spirits, from beer to bourbon to tequila. But unlike bourbon, which has specific legal definitions for terms like “small batch” or “single barrel,” tequila doesn’t have a regulated definition for “craft.” Instead, it’s more about the approach to production.
And in the American beer business, “craft” is almost solely associated with size of production. In fact, the Brewers Alliance defines a craft brewery as a “small and independent brewer, with annual production of 6 millions barrels or less.”
Despite having less of an accepted definition, craft tequila is typically associated with smaller producers who prioritize quality over quantity. These distillers often focus on traditional methods, artisanal techniques, and a deep respect for the agave plant. Think small-batch production, hands-on processes, and a commitment to showcasing the unique flavors of agave.
The Hallmarks of Craft Tequila
What sets craft tequila apart from mass-produced brands? Here are a few key characteristics:
- Small Production Runs - Craft tequila is often made in limited quantities, allowing for greater oversight and attention to detail.
- Traditional Methods - Many craft producers use time-honored techniques like brick or stone ovens (horno) for slow-roasting agave and tahona stones for crushing the cooked piñas.
- Estate-Grown Agave - Some craft distilleries grow their own agave, ensuring complete control over quality and sustainability.
- No Additives - Craft tequila is often free from additives like artificial flavors or sweeteners, letting the natural flavors of the agave shine.
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Open/Natural Fermentation - Craft tequila often uses proprietary or wild yeasts strains in fermentation, and is much more likely to use open-air fermentation vessels (steel or wood).
The Craft Tequila Debate
While craft tequila has its merits, it’s not without controversy. Some critics argue that the term “craft” is overused and sometimes co-opted by larger brands hoping to capitalize on the trend. Others point out that the lack of regulation and agreed upon definitions makes it difficult to distinguish truly artisanal producers from marketing gimmicks.
For consumers, the key is to do your homework. Look for brands that are transparent about their production methods, sourcing, and values. Whether it’s a small-batch producer or a larger brand with a commitment to quality, the proof is in your glass.
Does Craft Matter?
The question remains: does “craft” really make a difference? The answer depends on what you’re looking for in a tequila.
For enthusiasts who value transparency, authenticity, and depth of flavor, craft tequila offers a compelling experience. These spirits often showcase the terroir of the agave-growing region, the skill of the master distiller, and the artistry of traditional methods.
On the other hand, some larger producers also create high-quality tequilas that use many craft techniques. Brands like Patrón are large scale, but still use stone ovens and tahonas in production.
Craft Tequila at Seelbach’s
If you’re curious about craft tequila, there are several standout brands worth exploring. All of these brands are produced with meticulous care and are available at Seelbachs.:
- Alma del Jaguar - Made by master distiller Sergio Cruz with multiple yeast strains and a bourbon-forward style in their aged expressions.
- Wild Common - Made by master distiller Chava Rosales, this brand is known for its commitment to sustainability and traditional methods. Wild Common produces tequilas that are both complex and approachable.
- La Pulga - Artisanal and small-batch, newer craft brand La Pulga focuses on capturing the true essence of agave. Their tequilas are PACKED with flavor and have a rustic character.
- Primo 1861 - Recently moved to a new distillery, to spotlight their heritage and hands-on approach. Primo 1861’s tequilas are earthy and rich, with a focus on balanced flavors and exceptional quality.
- Cazcanes - One of the most popular craft brands, Cazcanes trucks in their own spring water from hours away to make all of their gorgeous, balanced tequilas. Seelbachs is the exclusive seller of the incredible Tequila Jay Baer x Cazcanes single-barrel añejo (only 235 bottles made).
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Jay Baer is a tequila educator and a marketing and business consultant to tequila brands. He and his business partner, Maddie Jager, produce 20+ videos per month about all things tequila on Instagram (@tequilajaybaer) and TikTok (@tequila.jay)
Get their list of 75 top recommended tequila brands at JayTequila.com