California's Agave Crop and Mexican Beverages

Californians are turning to agave as a promising new crop for the state, driven by the need for water-efficient crops and the rising demand for premium alcoholic beverages. Mexican liquors and beers, particularly tequila and mezcal, are gaining popularity in the U.S., fueled by authentic marketing and changing consumer trends. NightOwl's ready-to-drink Espresso Martinis have won top industry awards and are gaining popularity among consumers. Tepache Sazón, a traditional Mexican beverage, is making its way to the U.S., offering a unique taste and supporting local farmers. Mexican beer brand Modelo Especial has surpassed Bud Light as the most popular beer in the U.S., thanks to its disciplined marketing strategy that appeals to both Hispanic and non-Hispanic consumers.