Global Brand Ambassador Carlos Crain’s inaugural visit to South Africa to share insights on the art of authentic tequila-making
Globally, tequila is one of the fastest-growing spirits among discerning Generation Z and millennial drinkers. What is the reason for its popularity? Today’s drinkers have a growing appreciation for craftsmanship, authenticity and high-quality additive-free spirits, and Volcan de mi Tierra tequila scores highly in all three areas.
To cater to this growing local demand for pure spirits, Moët Hennessy (the wines and spirits division of LVMH) has introduced Volcan to South Africa. Three exclusive, 100% additive-free Volcan expressions are now available locally to enjoy and savour the authentic taste of Mexico.
Carlos Crain, Global Brand Ambassador for Volcan De Mi Tierra, is heading to South Africa in June to share some fascinating insights into how genuine tequila is produced and talk about the world of additive-free tequila. He explains, “Tequila production is regulated by official standards in Mexico, to guarantee consumers of its authenticity and provenance. But even so, not all tequilas are made equal, and there are several factors that determine a tequila’s flavour and quality.
“Yes, Volcan is totally additive-free and abocantes-free [abocantes are ‘mellowing’ agents such as caramel and glycerin]. But more importantly, at every step of the process, Volcan De Mi Tierra (which by the way means “Land of the Volcano” in Spanish; since before it was a drink, Tequila was the name of the volcano which nourished the terroir of the Jalisco region) is committed to the best way to make tequila, even when it’s harder or more expensive. That’s what makes for quality tequila – and consumers around the world are taking notice.”
Whether it’s socialising with friends, relaxing at a sophisticated dinner party, or celebrating a night out on the town, Volcan De Mi Tierra has a tequila variant for every taste. Choose between the most recently launched Volcan Cristalino, Volcan Reposado or – if you really want to step out in luxurious style – Volcan X.A (Xtra Assemblage).
A standout new addition to the family is Volcan Cristalino, a blend of reposado and añejo tequila, boasting a fusion of aromas. Its personality shines through with robust flavours of caramel, tobacco and dark chocolate, finishing with a silky palate.
Volcan Reposado is a perfect expression of terroir and time, matured in wood and featuring fruity notes such as blackcurrant, a soft taste with a rich mouth feel, and a smooth finish.
In the spirit of innovation in the prestige range Volcan X.A (Xtra Assemblage) is a unique blend of three liquids: Reposado, Añejo, and Extra-Añejo tequilas, crafted for 10 years from field to bottle, from 100% blue agave with no abocantes. Our Reposado brings the right level of sweetness and smoothness, while Añejo and Extra-Añejo add aromatic elegance and complexity.
With the global tequila boom rapidly gaining momentum in the South African market, consumers are increasingly appreciating tequila for its versatility. People are consuming tequila in a variety of ways – as a refreshing cocktail on a night out at the club, as a fun party-starter or as a sip-and-savour dinnertime drink.
According to Volcan De Mi Tierra CEO Santiago Cortina Gallardo – a member of the founding Gallardo family that has resided around the Tequila Volcano (or Volcán de Tequila) in Mexico since 1774 – their mission is to produce “uncompromisingly crafted luxury tequila”.
He told L’Officiel: “We select the very best agave from the lowlands and the highlands, and when it comes to processes, we stick to the traditions while incorporating innovative processes at different stages. … In an industry where more than 80% of the tequilas use additives, it’s important to note that our tequilas are 100% additive-free.”
Recently, Casa Volcan De Mi Tierra was recognised at the Global Spirits Tequila & Mezcal Masters 2024 by The Spirits Business magazine, winning three prestigious awards for its luxury tequila variants. And Volcan XA picked up a Double Gold medal from the New York (2023) and San Francisco (2024) Tasting Alliance. This is how tequila is supposed to taste!
Find Volcan tequila at all leading South African retail liquor stores, clubs, restaurants and bars. Recommended retail selling prices per bottle are: Volcan Reposado – R999,95; Volcan Cristalino – R1 199,95; Volcan X.A – R3 999,95.
For more information, visit https://www.volcan.com/ or follow @volcantequila on Instagram.
