Tequila is gaining popularity in Europe, driven by a growing interest in its unique flavors and role in cocktail culture. Countries such as Spain, the UK and Germany are consuming more tequila, with European mixologists and bartenders innovating cocktails that incorporate local ingredients. The European market offers a wide range of tequilas, from traditional blanco, reposado, añejo and extra añejo, to flavored variations and limited editions that highlight advanced aging techniques.
The Blanco and Reposado categories are the most popular in Europe. Blanco, known for its clarity and fresh flavors, is ideal for cocktails and prized for its intense agave flavor. Brands such as José Cuervo Especial, Patrón Silver and Don Julio Blanco are prominent examples. On the other hand, Reposado, aged between two months and a year, offers a smoother and more complex flavor profile, with notes of caramel and vanilla, with Herradura Reposado and Milagro Reposado being some of the preferred brands. Recognition of established Mexican brands, such as José Cuervo, Patrón and Don Julio, has grown in Europe, along with the emergence of local producers with unique artisanal offerings. This phenomenon reflects a trend toward diversification and sophistication in the European tequila market.
In Europe, fairs and exhibitions such as Vinexpo, ProWein and London Cocktail Week are vital for the promotion of tequila, allowing producers to connect with the industry and expand their market. Festivals such as the London Tequila Festival and Barcelona Tequila Experience celebrate the drink, while the EU regulates its production and labeling, recognizing tequila as a protected designation of origin product. European laws ensure the quality and safety of imported tequila, and collaborations between governments, trade organizations and producers encourage responsible consumption and education about tequila.
The European tequila market is characterized by a diversity of categories, from Value to Super Premium. Brands such as Sierra Tequila and El Jimador offer Value options, while Cazadores and Olmeca Altos represent the Premium segment. Don Julio and Patrón are examples of High-End Premium tequilas, and Clase Azul and Casa Dragones lead the Super Premium category. The United Kingdom is notable for its growing tequila market, with a focus on premium spirits and a booming cocktail culture. Popular brands include Jose Cuervo and Patron, and London offers a dynamic bar scene with an extensive selection of tequilas. Germany also presents a significant market, with a preference for Blanco and Reposado tequilas and a growing interest in artisanal brands. In Spain, tequila is a traditionally appreciated beverage, with a predominant consumption of blanco tequilas in cocktails and a taste for reposado and añejo tequilas as liqueurs, especially those made from 100% blue agave.
The European tequila market is structured around two distribution channels: off-trade and on-trade. The off-trade channel comprises the retail sector, which includes liquor stores, supermarkets and online sales, offering tequila for domestic consumption. This channel allows consumers to purchase tequila to enjoy at home or at events, with a wide selection of brands and prices. On the other hand, the on-trade channel refers to places such as bars and restaurants, where tequila is served on site, providing a social and tasting experience. Both channels are essential to satisfy the different preferences and occasions for tequila consumption in Europe.
Requirements to export Tequila to Europe
In order to export Tequila to the European Union, in addition to complying with what is specified in the Tequila Export page in the section Documents and general procedures for the export of Tequila by the bottler or exporter, the company that will receive the product (the importer) must have an Import Certificate, although it is not strictly necessary if the volume of 100 hl of Tequila to be sent to the European Union is not intended to be exceeded, but it is advisable to have it from the beginning,
In addition, the importing company must check what documents are needed at customs in order to receive the merchandise, as well as find out specific requirements of the destination country, such as internal taxes or any additional requirement in the characteristics or labeling of the Tequila. Although in general the European Union standard indicates the following for labeling:
Basic Tequila labeling requirements for the European Union
To comply with EU regulations, tequila labeling must provide clear and accurate information to ensure transparency and protect the authenticity of the product. The essential requirements are:
(a) Trade Name: The name under which the tequila is sold, which must be clearly visible.
b) Trademark: The brand or commercial name of the tequila, which must not be replaced by generic terms, although these may be additionally included on the label.
c) Net Content: The quantity of tequila in the container, expressed in metric units. Permitted quantities vary from 100 ml to 2000 ml, with specific designated sizes.
d) Alcoholic Content: For beverages with more than 1.2% alcohol by volume, the alcoholic content must be indicated, using the word "alcohol" or the abbreviation "alc", followed by "% vol."
e) Manufacturer or Importer: The name or business name and address of the manufacturer, packer or importer established in the EU.
f) Origin: The place of origin or provenance of the tequila.
g) Lot Identification: Each container must have a marked lot, identified with the letter "L".
h) Exemption of Nutritional Information: Alcoholic beverages such as tequila are exempt from including nutritional information or ingredient lists.
i) Specific Regulations: According to NMX-V-049-NORMEX-2004 and REGULATION (EC) No 110/2008, compound terms that may mislead, such as "liquor with tequila", are prohibited.
These guidelines ensure that consumers receive reliable information about the tequila they purchase, respecting the traditions and quality standards established for this emblematic spirit.
On the labeling of ingredients, additives, allergens and special requirements of tequila for the European Union
Regarding the labeling of ingredients, additives, allergens and the specific requirements of tequila for the European Union market, it is imperative that prepackaged foods adhere to harmonized and mandatory regulations regarding labeling and advertising:
1) Mandatory labeling information includes the trade name of the product, identification of allergens present, expiration date and instructions for proper storage.
2) In order to protect consumers with food allergies, the European Union has implemented regulations requiring clear labeling of various allergy-causing substances found in foods. However, alcoholic beverages such as tequila are exempt from this obligation (under Directives 2007/68/EC, 2005/26/EC and 2000/13/EC).
3) A variation in the alcoholic content indicated on the labels of tequila bottles of plus or minus 0.3% vol. is allowed, as stipulated by EEC Directive 87/250.
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