You Dumb Americans
After recently admitting that I like America (crazy, right?), I have to say that it seems the makers of premium tequila are not doing a very good job calling out our general ignorance.
After visiting a tequila bar last night and tasting a round of blanco, reposado, and anejo, ( no mixto!) it’s clear that tequila is not all created equal. But, the general impression of tequila here in the states tends to be that tequila is an awful kick in the face, and the only way to drink it is to shoot it - preferably with salt and lime (which is a gimmick.)
I’d like to see someone run some ads calling out “You dumb Americans, this is how you really drink tequila.” Preferably with Jonathan Goldsmith playing the actor.
Not that I think Americans should all be labeled as dumb, but I think it’d rile some people up and help position whoever does it at the forefront of a fine tequila movement. And, if someone is already doing this, they need to keep their creative strategy and expand their media because I’m not seeing it anywhere.
I’ll shut up now about tequila. If you are a dumb American, go get educated. That is all.
