By Ryan Slattery
KAH Tequila: A Toast to Mexican Culture and Tradition
Tequila is having its moment. Retail sales of agave-based liquors like tequila and mezcal have increased by 30 percent in recent years and are one the fastest-growing spirits in the United States, poised to soon overtake vodka as the nation’s best-selling liquor, after knocking whiskey into third place.
And with more than 60 percent of global tequila and mezcal sales occurring in the U.S., and seemingly every actor or musician collaborating with a brand and slapping their name on a bottle, standing out comes down to quality, taste and tradition.
“The tequila category is cluttered with many new brands, big and small, all competing for the attention of consumers in different ways,” explains Evija Sparane, KAH Tequila’s Global Brand Director. “Amid this category noise, KAH aims to remain true to its core brand values by proudly displaying its Mexican heritage and provenance. The packaging reflects the origins of the fine, hand-crafted liquid.”
KAH Tequila, which is produced by Fabrica de Tequilas Finos in the famous agave growing region of Tequila, Mexico, was created to pay reverence and honor to Mexican culture and traditions. The name “KAH” itself, means “life” in the ancient Mayan language.
That brings us to that colorful, eye-catching bottle. Every bottle of KAH Tequila is an individual work of art inspired by a different Day of the Dead tradition or ritual. The decorated bottles are painted with a special phosphorus ink, making the eyes within the traditional Calaveras (sugar skulls) glow in the dark.
“Día de los Muertos is a holiday that is a celebration of lives lived,” says Sparane of the Day of the Dead traditions. “The customs are based on the belief that mourning and sadness are an insult to the deceased, and therefore, the lives they lived should be celebrated with the foods, drinks, and activities they enjoyed while alive.”
The bottle has taken on a life of its own with friends exchanging them in celebration of various life events.
“In Mexican culture, friendship is defined by what friends do together rather than just being together,” Sparane explains. “The true inspiration behind the creation of KAH Tequila was to celebrate genuine friendship. KAH wishes us all to raise a toast and an offering to praise every moment of our friendships. Nowadays, the skull symbol serves as a popular gift, exchanged by friends and sweethearts, as a symbol of a bond of enduring affection.”
But art and culture aside, it’s what inside the iconic bottle that drives sales. KAH distillers hand-harvest 100 percent pure Blue Weber Agave turning it into Blanco, Reposado, and Añejo tequilas.
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Silky and delicate, the double-distilled Blanco has a sweet, yet peppery taste. The Reposado matures for 10 months in oak barrels taking on hints of vanilla and caramel, while the Añejo ages for a minimum of 12 months and up to two years, boasting notes of chocolate, tobacco, and coffee.
And just over a year ago, KAH introduced its ultra-premium Extra Añejo Tequila. The more complex spirit is aged in oak casks for three years giving it a smooth, smoky flavor with sweet maple and caramel undertones.
Sparane says the company targeted the growing U.S. market for the launch of its premium brand.
“The U.S. is highly receptive to well-crafted, high-end tequilas. Quite simply, [Americans] understand and appreciate that tequilas of excellence allow the agave taste notes to shine and elevate the drinking experience.” kahtequila.com
