Tequila. Misunderstood? When most Americans think of tequila, it brings them back to their college days - and unfortunately too often the memories tend to surround bad headaches or even worse.
The truth is that tequila is one of the fastest growing spirits with lots of growth potential. In order to merchandise tequila, it's critical that retailers understand that this distilled beverage is as complex as a fine brandy, scotch or vodka.
