What do E-40, Nick Jonas and Jeezy have in common? They’re all successful musicians And they all have their own tequila brand.
It has since evolved into an $10.8-billion-a-year industry.
A worker agitates sweet agave juice that will later be fermented with yeast at Cascahuin Tequila distillery. founded his Cabo Wabo tequila in 1996 before selling it for $80 million in 2007. “There’s a long line of men that came before Kendall Jenner that nobody ever said a word about.”As morning fog drifted over a sprawling field of agave a few minutes outside of Tequila, a dozen men in wide-brim hats bent over orderly rows of plants, whacking weeds that had sprouted during recent rains.
The gains for agave plantation owners have been far larger, as over the last decade the price per kilo has climbed from less than a penny to as much as $30.But he worried that the boom would backfire. Plants have long been considered mature enough to cook at around 8 years old, but are now being pulled as young as 4, before they have fully sweetened.
Erickson, who grew up in a suburb of Chicago, was 20 when his grandfather sold it to the Spanish company Pedro Domecq, and he always regretted it. He moved to Tequila to start Fortaleza by revamping an old distillery on an 80-acre estate that the family managed to keep.
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