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Contributed by Brad Japhe - liquor.com
It’s the latest buzzword of the bar world: sustainability. Brands champion it, marketers co-opt it, and the rest of us pretend we know what it means, if only to feel extra warm and fuzzy while throwing back our favorite cocktail.
But in the quickly changing world of mezcal, sustainability is a lot more than hype. It’s a function of survival. From 2005 to 2015, mezcal sales in the U.S. increased by almost 300 percent, making it one of the fastest-growing spirits in the country and indeed the world. This dizzying uptick in consumer demand comes at odds with an artisanal product that can take years, even decades, to cultivate. Click Here To Read More!