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By Alfredo Espinola
On September 11 and 12, Jalisco will open its doors to an unprecedented gathering that could mark a turning point in the history of the agave industry: the First International Congress of Agave Distillate Technicians, Masters, and Producers.
The event, organized by the International College of Tequila Technicians and Masters A.C. (CITEMATEC), will bring together producers, academics, specialists, and business leaders from Mexico and abroad in a forum designed to strengthen the entire agave production chain: from root to bottle.
“We want to bring together producers, brand owners, technicians, marketers, and administrators to share technological advances and new methodologies in production, finance, and marketing,” says Jorge Martínez Cano, president and founder of the College. “This congress represents a great opportunity for the entire industry.”
And the truth is that the timing couldn't be better.
Amid a global environment where countries such as the United States and some South American nations are exploring their foray into agave distillates, Mexico, the birthplace of tequila and guardian of centuries of tradition, faces the challenge of continuing to lead the market without losing its essence.
The congress aims to professionalize the sector, promote innovation, raise quality standards, and strengthen international competitiveness. It is, as Martínez Cano defines it, about “sowing a new business culture” in an industry that has often been more intuitive than strategic.
During the two days, attendees will learn about new distillation technologies, modern marketing strategies, and success stories. Confirmed speakers include journalist Pablo Latapí, along with experts in marketing, technical processes, and business development.
The event will also serve as a platform to present innovative products and solutions designed to respond to the current challenges of the global market.
For Jalisco, the emblematic state of tequila, this congress is more than an academic event: it is a statement of leadership, an investment in the future of agave, and an opportunity to transform tradition into an engine of economic development and international positioning.
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