Rethinking Tequila: Premium Brands Aim to Change Old Perceptions

Rethinking Tequila: Premium Brands Aim to Change Old Perceptions
Bottles of Patron tequila. Martin Silva Cosentino/Shutterstock
The Associated Press
Updated:

Love it or hate it, tequila conjures up strong feelings in many drinkers.

“Forgive us for the old memories of bad quality tequila!” jokes Antonio Rodriguez, director of production at Patrón Tequila. “We cannot hide that we come from a history when usually tequilas were not as premium as they are right now.”