who benefits from the “denominación de origen” tequila

Academic year 2006 – 2007
WHO BENEFITS FROM THE “DENOMINACIÓN DE
ORIGEN” TEQUILA ?
Appendixes
Lucie Leclert
Promotor: Prof. Han Wiskerke, Wageningen University
Co-promotors: Dr. Hielke Van Der Meulen, Wageningen University
And Prof. Guido Van Huylenbroeck, Ghent University
Supervisors: Dr. Hielke Van Der Meulen
Dr. Peter Gerritsen, Guadalajara University, CUCSUR
Thesis submitted in partial fulfilment of the requirements
for the joint academic degree of International Master of Science in Rural Development from Ghent University
(Belgium), Agrocampus Rennes (France), Humboldt University of Berlin (Germany) and University of Cordoba
(Spain) in collaboration with Wageningen University (The Netherlands), Slovak University of Agriculture in
Nitra (Slovakia) and the University of Pisa (Italy).
This thesis was elaborated and defended at Wageningen University within the framework of the European
Erasmus Mundus Programme “Erasmus Mundus International Master of Science in Rural Development "
(Course N° 2004-0018/001- FRAME MUNB123)
2
Appendixes
List of Appendixes
Appendix 1: Abbreviations ...............................................................................................4
Appendix 2: Spanish words...............................................................................................5
Appendix 3: The States of Mexico and the DOT and DOM.............................................6
Appendix 4: States and Municipalities that can produce blue agave for the production of
tequila according to the Declaracion general de la protección a la denominación de origen
“tequila”. ..........................................................................................................................7
Appendix 5: Presentation of the actors in the tequila supply chain ..................................8
Appendix 6: List of distilleries per size ..........................................................................12
Appendix 7. List of interviewed people ..........................................................................13
Appendix 8 : Questionnaire for individual interviews ....................................................15
Appendix 9. Questionnaire for FG..................................................................................17
Appendix 10: Land tenure system in Mexico .................................................................18
Appendix 11: Location of the tequila distilleries in 1989 and in 2000 ...........................19
Appendix 12: Chronology of the changes in the NOM ..................................................22
Appendix 13: Agave and tequila production statistics....................................................24
Appendix 14: Some pictures ...........................................................................................29
3
Appendixes
Appendix 1: Abbreviations
Confederación Nacional
Industria Tequilera
CNPAT
Confederación Nacional de
Productores de Agave Tequilero
National Confederation of Blue
Agave Farmers
CRT
Consejo Regulador del Tequila
Tequila Regulatory Council
DO
Denominación de Origen
Appellation of Origin
IEPS
Impuesto Especial sobre Producción
y Servicios
Special Tax on Production and
Services
IVA
Impuesto Sobre el Valor Agregado
Tax on Added Value
FG
Focus Group
Focus Group
GI
Indicación Geográfica
Geographical Indication
IMPI
Instituto Mexicano de la Propiedad
Industrial
Mexican Institute for Industrial
Property
NAFTA
Tratado de Libre Comercio de
América del Norte (TLCAN)
North American Free Trade
Agreement
NOM
Norma oficial Mexicana
Official Mexican Norm
PAN
Partido de Acción Nacional
Party of National Action
PRI
Partido Revolutionario Institutional
Institutional Revolutionary Party
Procuraduria Federal del
Consumidor
Secretaría de Agricultura,
Ganadería, Desarróllo Rural, Pesca
y Alimentación
Federal Institution for the
Consumers Protection
Ministry of Agriculture,
Breeding, Rural Development,
Fisheries and Food supply
SE
Secretaría de Economía
Ministry of Economy
SECOFI
Secretaría de Comercio y Fomento
Industrial
Ministry of Commerce and
Industry
SEDER
Secretaría de Desarollo Rural
(Estatal)
SPAT
Systema Producto Agave-Tequila
Rural Development Ministry of
Jalisco
Product System Agave tequila
(no meaning)
UDG
Universidad de Guadalajara
University of Guadalajara
U.S.
Estados Unidos
Organisación Mundial de la
propiedad intelectual (OMPI)
United States
World Intellectual Property
Organization
PROFECO
SAGARPA
WIPO
WTO
de
la National Confederation of the
Tequila Industry
CNIT
Organización Mundial del Comercio World Trade Organisation
4
Appendixes
Appendix 2: Spanish words
Abocado
Agavero libre
When additives like caramel colouring, oak wood extracts,
glycerine as well as corn sugar syrup are added to tequila
Independent farmer who sells agave at the open market, in
opposition with farmer that has signed a contract with a
distillery that gives him the security to sell his agave at the
end.
Aguardiente
Brandy
Coyotes
Intermediaries
Diario Oficial
Official journal
Ejidatario
Farmer that cultivates an ejido
Ejido
Group landholding unit established after the Mexican
revolution
Hacienda
A large landholding which usually includes absentee
ownership, a large resent labour force, an administrator, on
extensive rather intensive agriculture.
Jima
Harvest of agave
Licor de agave
= destillado de
agave
Agave liquor/ agave distillate
Maquilar
Making
Mezcalera
Of mezcal
The centre of an agave plant. What is left after that the leaves
are cut.
Piña
Quiote
Agave flower
Recorrido
Round
Tequila añejo
Tequila blanco
Tequila aged
White tequila
Tequila reposado
Rested tequila
Tequilero/tequilera
Of tequila (ex: tradition tequilera)
5
Appendixes
Appendix 3: The States of Mexico and the DOT and DOM.
Source: Author based on the map in
www.map-of-mexico.co.uk. Consulted the 22.05.07
6
Source : CRT, 2007
Tamaulipas
Michoacán
Guanajuato
Jalisco
Nayarit
7
All the 124 municipalities
Ahuacatlán, Amatlán de Cañas, Ixtlán del Río, Jala,
Xalisco, San Pedro Lagunillas, Santa María del Oro y
Tepic.
Abasolo,
Cd.
Manuel
Doblado,
Cuerámaro,
Huanimaro, Pénjamo, Purísima del Rincón y Romita
Briseñas de Matamoros, Chavinda, Chilchota,
Churintzio, Cotija, Ecuandureo, Jacona, Jiquilpan,
Maravatío,
Marcos
Castellanos,
Nuevo
Parangaricutiro, Numarán, Pajacuarán, Peribán, La
Piedad, Régules, Los Reyes, Sahuayo, Tancítaro,
Tangamandapio,
Tangancicuaro,
Tanhuato,
Tinguindín, Tocumbo, Venustiano Carranza, Villa Mar,
Vista Hermosa, Yurécuaro, Zamora, Zináparo
Aldama, Altamira, Antiguo Morelos, Gómez Farías,
González, Llera, Mante, Nuevo Morelos, Ocampo,
Tula y Xicotencatl
Appendix 4: States and Municipalities that can produce blue agave for the production of tequila
according to the Declaracion general de la protection a la denominacion de origen “tequila”.
Appendixes
Appendixes
Appendix 5: Presentation of the actors in the tequila supply chain
1. Agave farmers
Agave farmers are or ejidatarios1 or landowners. According to Santiago Lopez (2004, p144),
there were 1097 ejidos in Jalisco in 2004. About half of the farmers have chosen to have a
contract with one of the distilleries while the other half is agaveros libres. Landowners can
also choose to rent totally or only a certain percentage of their land to another bigger farmer
or to a tequila distillery. Over the years, different attempts were made to create farmers’
organizations in order to increase the bargaining power of agave farmers vis-à-vis tequila
distilleries. Nowadays, some farmers’ groups are organizing in different municipalities as
agaveros libres rely on association or union of farmers to sell agave especially in times of
abundance. But farmers’ associations are not always able to negotiate with distilleries.
3. Tequila distilleries (see appendix 7 for the list of distilleries)
Tequila companies can be divided into 4 groups depending on their size2 (CNIT, 2007):
-
The big companies, more than 4 million litres/year at 55° alcohol
-
The medium distilleries, between 1 and 4 millions de litres
-
The small distilleries, between 100 000 and 1 million litres
-
The micro destilleries, to 100 000 litres
4. Cámara Nacional de la Industria Tequilera (CNIT)
In 1959, a federal law passed saying that all enterprises should belong to a “chamber”. The
CRIT (Cámara Regional de la Industria Tequilera, regional as tequila was only produced in
Jalisco) was therefore funded the 31st of October 1959. Before the CRIT, associations of
tequileros existed and were in charged of defining the basic rules of tequila quality. In 2005,
the new law was published in el Diario Oficial de la Federación of the 20th of January 2005
1
Ejidatarios is the name given to the farmers that cultivate an ejido, which is a group landholding unit
established after the Mexican revolution. Although the 1992 amendment to article 27 of the Mexican constitution
legalized the rental and sale of previously inalienable ejido land, a large proportion of smallholders in Mexico
are still organized into ejidos (Valenzuela, Bowen, 2006, p4)
2
Goddard, (1998, 6-12) made another classification, more qualitative:
- .The big and modern companies, with a global vision (Sauza, Cuervo, Herradura)
- The companies of a medium size, with a long-time tradition in the sector of high quality product. It is
the case of Cazadores, Tres Magueyes…)
- The distilleries artesanal, who have managed to differentiate by conserving traditional methods of
production (tequila Tapatio, tequila la Gonzalena)
- The new distilleries, created after 1993.
8
Appendixes
(ley de Cámaras empresariales y sus confederaciones) saying that it should only exist one
chamber per product and then delegations. As now the tequila production concerns more than
only the State of Jalisco, the name changed to CNIT. It is an independent public institution3 of
indefinite duration and with jurisdiction within the national territory that represents the
interests of its members. Of the members, 79 are distilleries from the State of Jalisco, one
from the State of Guanajuato and one from the State of Tamaulipas. According to the CNIT
website4, the membership is free and voluntary. The tequileros are not obliged to be part of
the CNIT and the CNIT does not have to accept all distilleries. Nowadays, there are 79
distilleries that are making 98 % of the production in a total of 120 distilleries.
Although tequila-making is promoted as being rooted in Mexican culture and history, many of
the formerly Mexican-owned tequila companies are increasingly being wholly or partially
bought out by foreign firms, often multinationals in the spirit sector (figure 1).
.
Figure 1: The main mergers, acquisitions and cooperative agreements in the tequila sector
(1999-2005)
Source: Coelho and Castillo-Giron, 2005.
3
4
It means that it is the representation of the government.
www.tequileros.org.mx
9
Appendixes
6. CRT
It is an accredited certification body created in 1994 which controls the implementation of the
Norma Oficial Mexicana, Bebidas Alcohólicas-Tequila-Especificaciones so that to bring a
guaranty to the consumers. Before the CRT, SECOFI was in charge of the control (see
Appendix 12 for a chronology of the NOM). It delivers a certificate to all the allowed parties
to produce tequila. As tequila can also be exported in bulk, it has offices in Washington,
Madrid and Brussels in charge of controlling the bottling of the tequila abroad. The directive
council is formed by representatives of:
-
Distilleries (2 from big distilleries, 2 from medium, 1 from small, 1 from micros),
-
Agave farmers,
-
Bottlers and distributors,
-
Member of the Mexican government
Concept
Members
NonComments
Members
Registration fee
20,000.00
0.00
One time, approved by the Assembly of
Members.
Quotas per liter of tequila produced
at 55º Alc. Vol.
0.34
0.00
Approved by the Assembly of Members
(more IVA)
Quotas minimum to pay per
month
8,000.00
0.00
Quotas per tequila production at 55% Alc.
Vol. up to 23,529 litres.(more IVA)
Fee per verification visit.
0.00
2,000.00
Plus expenses for transport, laboratory
analysis of the product, overtime and
accommodation.
Product verification for export
1,000.00
2,000.00
Plus expenses for transport, laboratory
analysis of the product, overtime and
accommodation.
Fee for verification services of
products which use tequila as an
ingredient.
0.00
2,000.00
Plus expenses for transport, laboratory
analysis of the product, overtime and
accommodation.
Label review
$0.00
$500.00
Fees for each label.
(plus IVA)
Figure 2: Cost of certification (Mexican pesos)
Source: CRT, 2007.
Each distillery has to pay a quota of 0.34 cents per litre at 55° alcohol (with a minimum of
8,000 pesos per month)
10
Appendixes
7. IMPI : Instituto Mexicano de la Propiedad Industrial (Mexican Institute of the
intellectual property)
The IMPI is created since 13 years. Before, the SECOFI was in charged of managing all the
brands. In relation with the DOT, the function of the IMPI is :
-
To participate, with the CRT, in providing the tequila companies with the
authorization to use the DOT
-
To register the co-responsibility5 agreements,
-
To register all the tequila trademarks.
8. The Mexican government
As the DOT belongs to the Mexican state, the Mexican government plays an important role is
the sector of tequila through the SEDER, SAGARPA, SE, SECOFI, Secretaría de Salubridad
(Ministry of healthcare). When the NOM is reviewed by the Dirección General de las
Normas of the SE, all the mentioned parties, together with representatives of distilleries,
agave farmers and academics take part in the consulting comity.
5
That is to say: when a tequila is sold in bulk to an other company abroad which will sell it under its trademark,
an agreement between both companies is needed),
11
Appendixes
Appendix 6: List of distilleries per size
(According to their total production in December 2006) Source: data given by the CNIT
Big distilleries (more than 4 million
litres/year at 55° alcohol)
1. Casa Cuervo
2. Tequila Sauza
3. Tequila Herradura
4. Tequila Cuervo
5. CDC
6. La Madrileña
7. Tequila Centinela
8. Bacardi y CIA
9. Destiladora Rubio
10. Tequila Supremo (Casco Viejo)
Medium distilleries (1 to 4 million
litres/year at 55° alcohol)
11. Pernod Ricard Mexico
12. Destiladora Gonzalez Gonzalez
13. Destiladora Leyros
14. Tequila Orendain de Jalisco
15. Industrializadora de agave san Isidro
16. Tequila Don Julio
17. Tequila san matias de Jalisco
18. Cooperativa Tequilera la Magdalena
19. La Cofradia
20. CIA Tequilera de Arandas
21. Productos finos de agave
22. Tequilas del señor
23. CIA tequilera los Generales
24. Agroindustria Guadalajara
25. Tequila Quiote
Small distilleries
(100,000 to 1 million litres/year at 55°
alcohol)
26. Tequileña
27. Destiladora San Nicolas
28. Fabrica de tequila finos
29. Productos regionales de Atotonilco
30. Tequila Cascahuin
31. Tequila Siete lenguas
32. Grupo internacional de exportacion
33. Agaveros unidos de Amatitán
34. Destiladora los Magos
35. Casa tequilera de Arandas
36. Agave tequilana productores y
comercializadores
37. Tequila Tapatio
38. Corporacion Ansan
39. Tequila Don Roberto
40. Tequilera Newton e Hijos
41. Grupo tequileros Mexico
42. Fabrica de tequila don Nacho
43. Catador Alteño
44. Destiladora la Barranca
45. productores de tequila de Arandas
46. Fabrica de Aguardientes de Agave
La Mexicana
47. Empresa ejidal tequilera Amatitan
48. Destilerias unidas
49. Destileria 501
50. David Partida Zuñiga
51. Tequila tres Mujeres
52. Tequila casa de los Gonzalez
53. Hacienda la Capilla
Micro distilleries
(less than 100,000 litres/year at 55°
alcohol)
54. Feliciano Vivanco y Asociados
55. Tequilera la Gonzaleña
56. CIA tequilera la Quemada
57. Jorge Salles Cuervo y Suc..
58. Tequila la Parreñita
59. Destilladora de agave azul
60. Tierra de agaves
61. Grupo industrial tequilero de los
Altos
62. Tequila Arette de Los Altos
63. Procesadora de agave penjamo
64. Tequila Artesanal de los Altos de
Jalisco
65. Tequila el triangulo
66. Hacienda de Oro
67. Marco Antonio Jauregui Huerta
68. Vinos y licores Azteca
69. Tequilera los Alambiques
70. Tequilera la Noria
71. Tequila Santa fe
72. CIA. Destiladora de Acatlan
73. Tequila el viejito
74. Cavas Vamer
75. Destiladora de Los Altos
76. Impulsora Rombo
77. Premium tequilas
78. Tequilera del Salto
79. Agroindustria santa Clara
+ (40 that are not member)
12
Appendixes
Appendix 7. List of interviewed people
In the “central region”
Others
Consumer’s
point of view
Academics
Institutions
distilleries
farmersr
groups
What?
No Who?
Function
1
Gabriel Castro
President of CNPAT
2
Benjamin Barba
Vice-president of the SPAT and president of the as
farmers association in Los Altos
3
Ing. Francisco Flores
Field manager of SAUZA
4
Ing. Servando Soltero
Field director of Sauza
5
Lourdes Cabezut
Ex-administrative coordinator of Herradura
6
Juan Carlos Camarena
Director of Casco Viejo
7
Carlos Hernandez
Director of La Cofradia
8
Vinicio Estrada Flores
Director of Tequila Partida
9
Carlos Rosales Torres
Director of Cascahuin
10
Ing. Francisco Soltero
Executive manager of the CNIT
11
Theodore Schultz
Director of the IMPI
12
MVZ. Raya Alvarez
Director of director of fruit and agricultural
production department of SEDER
13
Ing Ramon Gonzalez
Director of the CRT
14
Dr Rogelio Luna
Professor of rural sociology at the UDG
15
Dr Gabriel Torres
Researcher in Centro de investigaciones y estudios
superiores en Antropologia social:CIESAS
16
Dr Salvador Gutierrez
Chemical and researcher at the UDG
17
Dra Guadalupe Rodriguez
Researcher of the CIESAS
18
Sergio Olid
Owner of La Europea (alcohol distribution centre)
19
Franscisco Huijdal
Foundator of Academia del tequila (worked a long
time in Cuervo)
20
Pierre Pieck
Member of the Academia del tequila
21
Juan Villalobos
22
Salvador Maldonado
23
José Guillermo
Murillo
24
Mpazi Sinjela
Agavero and owner of the trademark
generacion »
« la 4e
journalist of Público
Garcia Lawyer specialised in cooperative strategies, exlayer of Herradura
Senior of the WIPO academy
13
Appendixes
In “peripheral regions”
region
Who?
What?
Name of the distillery
25 Arnulfo*
----------
26 Benjamin
Emvitsa
Tonaya
Licor de agave distillers
27 Carlos
Tonaya
28 Fredi
Destiladora de agave
El Mentirero
29 Jesus *
Hacienda Mezquitan
Mezquitan
30 Javier
El Grullo
31 Jose Maria*
El Limon
32 Jose
Grupo Tonayan
Tonaya
Director of the local office
of SAGARPA
districto del Grullo
34 Buenorostro Diaz
Reponsable de fomento
agropecuario
de
la
SAGARPA
districto del Grullo
35 Dr Gomez Leyva
Professor
in
instituto
tecnológico de Tlajumulco
Working on Raicilla
36 Dr Andrade
Idem
Working on Raicilla
MVZ.Fletes
SAGARPA
33 Cobian
Salvador
Researchers
Amula
other
Masscota (Raicilla)
Where
Producers
Raicilla
of
FGs
Zona Centro
Region
City
Number
of
agave farmers
Extra comments
Tequila
8
Small agaveros libres
Amatitán
8
Small agaveros libres
Guadalajara
9
Representatives of regional farmers
association, all part of the CNPAT
All members of the Consejo Nacional de
Productores
de
Agave
(farmers
associations of Los Altos)
Agaveros libres from the Zona Centro and
Los Altos
Small agaveros libres
4
Los Altos
San Ignacio
Cerro Gordo
Atotonilco
6
Zona Sur
La Cienega
7
14
Appendixes
Appendix 8: Questionnaire for individual interviews
(Traduced from the Spanish version that was used for the interviews)
Objectives of the interview
Objective 1: to identify the internal mechanisms in the sector by:
-
Clarifying who are the important actors and their roles
-
Identifying the relationships between them
-
Understanding who fixes (and who fixed) the norms that regulate the sector (NOM,
Declaración general de la protección a la denominación de origen “tequila”)
-
Understanding the current issues in the sector (adulteration, bad relationships between
farmers and distilleries…)
Objective 2: to collect actors’ visions and opinions concerning:
-
The impact of the DOT on the sector
-
The possibilities of differentiation in the scope of the DOT
-
The future of the sector
-
What could be done to improve it.
1. Presentation of the tequila sector
Organisation of the sector
Can you resume me how the sector is organized?
Who are the main actors and what are their functions?
Could you explain me the role of your institution?
The current situation of the sector
What do you think of the current situation of the sector?
According to you, what are the historical events that have influenced the structure of the
supply chain?
Current problems
For you, what are the main problems of the sector?
What kind of relationships the farmers of with the distilleries in general?
Are there problems of adulteration nowadays? What kind?
15
Appendixes
According to what I read, tequila production is characterized by cycles of abundance and
scarcity, which make the price fluctuate as well as the incomes of agave farmers. What is
done at the moment to solve this issue and what more could be done?
What is the priority at the moment: to improve the relationships in the sector or increase
tequila popularity worldwide?
Functioning of the norms that regulate the sector
What are the norms that regulate the sector?
Who defines them?
How has the DOT delimitated area been decided?
To define the delimitated area, has the fact that a region has (or not) a tradition in
producing agave and tequila been taken into account?
2. Opinion on the DOT impact
Possibilities of differentiation in the scope of the DOT
At the moment, do you consider that there is an important differentiation in the sector?
How has it evolved?
How has the implementation of the DOT influenced it?
Is the tequila sold at the international market different from the tequila sold locally?
Evolution of other local drinks
How important is the production of other local drinks in Jalisco?
What do you think that Jalisco was not granted the DOM while there is a tradition of
producing mezcal in the South of Jalisco? Do you think it is because of tequila domination?
Do you think a homogenisation of all distilled products will take place? From many local
distilled product of agave to one unique tequila?
Perception of the future
In your opinion, has the implementation of the DOT influenced the sector in any way?
How do you imagine the future? More exports ? Export of what kind of product?
How do you think the norms will evolve? Do you think it will change in the sense that it
will only authorize the production of tequila 100% agave sugar and that the exports in bulk
will be forbidden? What would you think of that?
16
Appendixes
Appendix 9. Questionnaire for FG
(Traduced from the Spanish version that was used for the interviews)
1. Questions concerning the abundance crisis
What do you think of the low price of agave?
Why do you think it is so low?
At which price are you selling agave at the moment?
Do you consider that distilleries pay attention to the quality of your agave when they buy
it?
Do you think there is a difference in quality between agave of different regions? (in order
to come to their opinion on tequila differentiation possibilities depending on the region of
production)
2. Questions regarding their opinion about the regional differentiation possibilities
When tequila is made only of agave from here, do you think it has a different taste?
Do you prefer when your product is bought by a local distillery?
Do you think a differentiation of tequila depending on the region of origin could take
place?
3. Questions relating to their perceptive of the future and the possible alternatives
What are you going to do with your plantations in the next 3 years?
For what else than tequila agave could be used?
17
Appendix 10: Land tenure system in Mexico
The Mexican constitution of 1917 recognizes 3 forms of rural property: private, ejido, and
agrarian communities, which have collective ownership of land and resources (Appendini,
2002; in Hostettler, 2007).
The small private property
The owner has the right of sell or disposal. The constitution limits the amount of land allowed
in private holdings to 100 hectares of irrigated or very humid land, with the exception of
specific crops (Hostettler, 2007, p9). Rural private property is registered at the private land
registration agency. Often the private property is replicas of haciendas.
Ejido
This type of community was created by land distribution under agrarian reform (1917-1992).
Land was given to the members of an ejido for use and usufruct, but remains the property of
the State, although the rights are inheritable. Hence, ejidos property rights are limited. Under
the 1992 Agrarian law, the assembly of ejido members can decide by majority of vote to
change the tenure regime.
Comunidades agrarian (rural communities)
Agrarian communities are collectives’ owners of their land under a common property regime,
with titles bestowed by the Spanish crown during the Colonial period. Some communidades
have remained intact through the centuries, but the majority lost titles to their land over time.
Source: Appendini 2007
According to Hostettler (2007, p11), there is 27, 252 ejidos and 2,194 communities in
Mexico.
18
Appendix 11: Location of the tequila distilleries in 1989 and in 2000
5
Guadalajara
1
3
6
Map of Jalisco showing the location of Tequila distilleries in 1989 (30 distilleries)
Source: Muria, 1990.
The numbers indicate the numbers of distilleries in the municipality.
1
2
3
4
5
6
7
8
9
10
Amatitán : 3
Antonio Escobedo : 0
Arenal : 3
Santo Tomás : 0
Tequila : 10
Arandas : 3
Capilla de Guadalupe : 0
Jesus María : 0
Tepatitlán : 1
Valle de Guadalupe 0
11
12
13
14
15
16
17
18
19
Acatlán: 0
El Salto : 0
Zapotlanejo : 2
Atotonilco el Alto : 4
Tototlán : 1
Ciudad Guzmán: 0
El Limón: 0
Pénjamo (Guanajuato): 0
Corralejo: 0
Guadalajara : 2
19
5
1
Guadalajara
3
6
Map of Jalisco showing the location of Tequila distilleries in 2000 (72 distilleries)
Source : Blomberg, 2000
The distilleries considered as big are indicated.
1
2
3
4
5
6
7
8
9
Amatitán : 7 (Herradura)
Antonio Escobedo : 1
Arenal : 5
Santo Tomás : 1
Tequila : 16 (Sauza, Cuervo, Orendain
de Jalisco)
Arandas : 10 (Cazadores)
Capilla de Guadalupe : 1
Jesus María : 3
Tepatitlán : 3 (San Matias de Jalisco)
10
Valle de Guadalupe 1
11
12
13
14
Acatlán: 1
El Salto : 1
Zapotlanejo : 1
Atotonilco el Alto : 5
15
16
17
18
19
Tototlán :1
Ciudad Guzmán: 1
El Limón: 1
Pénjamo (Guanajuato): 2
Corralejo: 1
Guadalajara
:
10
(Cuervo,
Gonzáles Gonzáles)
20
22
5
1
3
21
6
20
Guadalajara
Map of Jalisco showing the location of Tequila distilleries in 2000 (72 distilleries)
Source: CNIT, 2007. List of distilleries and address.
Acatlán: 1
El Salto : 1
Zapotlanejo: 2 :
Atotonilco el Alto : 9
Tototlán : 9
Ciudad Guzmán:
El Limón:
Pénjamo (Guanajuato): 2
Sayula 1
Guadalajara : 3
21 Tesistan 1
22 Magdalena 1
It is not complete because I could only find the data from the CNIT, which gives the address
1
2
3
4
5
6
7
8
9
10
20
Amatitán: 6
Antonio Escobedo : 3
Arenal : 5
Santo Tomás :
Tequila : 12
Arandas : 14
Capilla de Guadalupe : 2
Jesus María : 3
Tepatitlán : 6
Valle de Guadalupe 1
Tala 2
11
12
13
14
15
16
17
18
19
and the name of distilleries that are member of the CNIT.
21
Appendix 12: Chronology of changes in the NOM
(Source: Villalobos, 2007)
The 12th of May 1949
DGN-R-9-1949
It was established that:
•
Tequila is the distilled product of Agave tequilana Weber, Amaryllidaceous and
others
•
Product: between 45 and 50 GL a 15°
•
Liquid transparent or slightly yellow
•
Different types of tequila Tipo A: Tequila Natural and Tipo B: Anjou, 2 years
minimum of maturation
The 12th of March 1964
DGN-R-9-1964
•
Tipo A is called tequila Blanco
•
Maturation minimum reduced to 1 year for tipo B
•
Authorization to add other sugars for 30% maximum
•
Authorization to add caramel colorant
1968
•
The term Abocado is used to qualify tequila in which flavours and colorant are added.
•
Extension of the tequila production area out of Jalisco to face the increase in demand.
•
Obligation to use the word Tequila on the bottle if compliance with the NOM.
•
The word Reposado appears for tequila that rested some weeks.
•
Tipo B is called añejo
1970
DGN-V-1970
•
The amount of sugar from agave is reduced to 51%.
•
To be called reposado, the tequila has to aged for minimum 2 months
Considerations
Some distilleries showed the will to write “100% de agave” on their product to differentiate it
from those that are not.
The 13th of October 1976
DGN-V-7-1976
•
The aging period of tequila reposado increases to 4 months.
•
Tequila 100% of agave has to be bottled in the site of production.
22
The 19th of April 1978
NOM-V-7-1978
•
The time of maturation for tequila reposado goes back to 2 months.
•
Creation of the term tequila joven
•
For the 100%, Authorization to bottle out of production site but still within the DOT
territory
•
Obligation to write on the bottle: “Elaborado y envasado bajo la vigilancia del
gobierno mexicano” (Made and bottled under the control of the Mexican
government).
The 8th of October 1993
NOM-006-SCFI-1993
•
Using of the subtitle : NOM “Bebidas Alcohólicas -Tequila - Especificaciones”
•
Implementation of a sampling method to check the content of other sugars.
The 14th of December 1993
Creation of the CRT and start of its control functions in May 1994.
24th of December 1997
NOM-006-SCFI-1994
Norm that was in place till 2006.
The 1st of March 2000
Modification of the NOM 1994 in accordance with the international tendency to reduce the
quantity of alcohol in the alcoholic drinks: Change in the alcoholic graduation: 35% Alc. Vol.
The 6th of January 2006: NOM-006-SCFI-2005 Bebidas Alcohólicas –Tequila
Especificaciones (still on now)
•
Agave planted have to be registered at least 1 year after its plantation
•
Introduction of a new class of tequila : extra-añejo (more than 3 years in oak barrel)
•
Authorisation to add colorant, sweetening substances, or aromas to tequila
•
Reinforcement of control of raw material.
•
A tequila distillery can only produce tequila so that the control is made easier.
•
A product that has tequila as an ingredient should comply with the specific NMX-V049-NORMEX-2004
•
For exportation in bulk, there are more requirements (for example: the trademark
under which the product will be sold by the foreign bottlers have to be approved by
the SE)
23
Appendix 13: Agave and tequila production statistics.
Grafica No. 4 Cantidad de Plantas de Agave Tequilana Weber
variedad azul por estado dentro de la Denominacion de Origen
Tequila
99 203 206
100 000 000
90 000 000
80 000 000
Plantas
70 000 000
60 000 000
50 000 000
40 000 000
30 000 000
7 969 640
20 000 000
207,752
67 000
10 000 000
0
Guanajuato
Michoacan
Nayarit
Jalisco
Estados
Figure 1: Number of agave planted per State within the DOT.
Source : CRT, 2006. Información estatísticas Deciembre 2006.
As Figure 1 indicates it, Jalisco concentrates 92% of the total amount of agave planted.
(61.00%)
60,271,305
70 000 000
60 000 000
Plantas
50 000 000
(31.00%)
30,993,031
40 000 000
(8.00%)
7,938,870
30 000 000
20 000 000
10 000 000
0
Série2
Zona Centro
Zona Altos
Zona Sur
30 993 031
60 271 305
7 938 870
Región
Figure 2: Number of agave plants per region in Jalisco (December 2006)
Source : CRT, 2006. Información estatísticas Deciembre 2006.
Figure 2 demonstrates that Los Altos and Zona Centro remain the 2 biggest areas planted with
agave as it represents 92% of the total agave planted in Jalisco.
24
Total production of distilled product of agave
in the Amula region
150000
130000
litres
110000
90000
70000
50000
1994
1996
1998
2000
2002
2004
2006
Figure 3: Total production of distilled product of agave in the Amula region
Source: Leclert, Gónzalez and Gerritsen, 2007
This graph is more qualitative than quantitative because some distilleries refused to give the
production data. In some cases also, the missing data has been approximated. But it shows a
growing distillation activity in the Amula region.
7000
Superficie acumulada (ha)
6000
Autlán
5000
El Grullo
4000
El Limón
3000
Tonaya
Tuxcacuesco
2000
Total
1000
0
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Figure 4: Surface planted with agave in each municipality of the Amula region
(Source: Gerritsen et al 2007)
25
Producción Total: Tequila y Tequila 100%
Volúmenes expresados a 40% Alc. Vol. millones de litros
800
3
2
1
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Para Tequila 100% 75,3 167,2 246,3 375,6 413,3 186,9 150,7 146,2 173,7 221,7 355,7 412,3
Para Tequila
203,4 262,4 276
Total
278,7 429,6 522,3 672,1 780,2
296,5 366,9 428,1 292,4 267,7 239,2 308,3 333,1 366,2
Para Tequila 100%
1
615
443,1 413,9 412,9
Para Tequila
530
688,8 778,5
Total
2
3
Figure 5: Number of agave plants used for tequila production.
Source : CRT, 2006. Información estatísticas Deciembre 2006.
Thanks to figure 5, it can be noticed that in times of abundance, tequila distilleries tend to use
more agave. In 1998 and 1999 as well as 2005 and 2006, more agave was used for the
production of tequila 100% than “mixed” tequila. Almost 2 times more agave is used in 2006
compared with 2002. As shown by figure 6, the production patterns follow the same logic.
Producción Total: Tequila y Tequila 100%
Volúmenes expresados a 40% Alc. Vol. millones de litros
300
242,6
250
209,7
190,6
200
156,5
150
100
134,7
104,3105,3 113,5
88,7
169,8
129,1
160,8
141
112
140,3
139,6
133
104,3
81,8
70,1
61,5
43
15,6
176
146,6
120,1
111,8
58
50
181,6
156,5
29,4
25,1
26,5
29
36
43
0
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Figure 6: litres of tequila produced
Source: CRT, 2006. Información estatísticas Deciembre 2006.
In times of Abundance, tequila 100% production increases 2 times more than “mixed” tequila
production (by comparing 2002 with 2006 in figure 6). It shows that during scarcity, the
tendency is to produce less “quality” tequila.
26
160
140
140
117
120
97.3
100
109
84.3
88
75.2
80
101.6
98.8
86.5
75.6
64.5
60
40
20
0
1995 1996
1997 1998 1999
2000 2001 2002
2003 2004 2005
2006
1.1
2
3.3
5
7.2
8.1
7
8
11.8
15.6
21
26.9
Tequila
63.4
73.2
81
81.5
90.1
90.7
68.6
80
89.8
93.4
96
113.1
Total
64.5
75.2
84.3
86.5
97.3
98.8
75.6
88
101.6
109
117
140
Tequila 100%
Figure 7: Exportation per category of tequila
Source : CRT, 2006. Información estatísticas Deciembre 2006.
Figure 7 shows that very few “100% agave” tequila is exported relatively to “mixed” tequila
(80% of exportation is “mixed” tequila). However, it can be noticed than since 11 years, the
exportation of “100% agave” increased considerably: from only 2 percent of the total tequila
exported, it rose to 20%, which goes it parallel with the increase in exportation of product
bottled in Mexico (figure 8)
160
140
140
117
120
109
97.3
100
84.3
80
101.6
98.8
88
86.5
75.6
75.2
64.5
60
40
20
0
Bulk
Bottled
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
Granel
58
66.3
73.7
73.6
82.8
81.3
56.4
66
72.1
75.7
76.5
90.4
Envasado
6.5
8.9
10.6
12.9
14.5
17.5
19.2
22
29.5
33.3
40.5
49.6
64.5
75.2
84.3
86.5
97.3
98.8
75.6
88
101.6
109
117
140
Total
Figure 8: different ways to export tequila
Source : CRT, 2006. Información estatísticas Deciembre 2006.
27
Exportaciones por DESTINO
Volúmenes expresados a 40% Alc. Vol. millones de litros
160
140
140
117
120
101.6
97.3 98.8
100
88
84.3 86.5
75.6
75.2
80
109
64.5
60
1
4
40
20
2
3
0
1
2
3
4
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
54
61
69
69
80
82
58.6
69.2
79.3
84.6
87
106.9
8
10
10
11
12
11
11.6
12.2
12.1
14.3
15
15.5
OTROS
3.5
4.2
5.3
6.5
5.3
5.8
5.4
6.6
10.2
10.1
15
17.6
T OT AL
64.5
75.2
84.3
86.5
97.3
98.8
75.6
88
101.6
109
117
140
EUA
EUROPA
Figure 9: Total exports per country.
Source : CRT, 2006. Información estatísticas Deciembre 2006.
Exports in the U.S. are the most important as it represents more than 70% of the total product
exported. However, it can be noted that the exportation to Europe has almost doubled in 11
years and the exportation to other countries (mainly Asia) is 5 times more important than in
1995.
28
Appendix 14: Some pictures of remaining artesanal process for licor de agave
Oven in the ground
Distillation equipment
Multi-use oven
29