I work for a tequila producer and am a former bartender. A hotel’s spirit program matters not only from a revenue-generation perspective; if done properly, it can increase loyalty and create lasting guest experiences.
In the experience economy, moments matter. Travelers are paying attention to experiences that are memorable beyond their checkout date. This shift is transforming the beverage program, with a focus on emotional engagement, rather than making it a solely profit-driven center.
The way a spirit is made can shape the way it’s experienced. Small-batch tequila, crafted with respect for the people and the land, presents hotels a good opportunity to elevate their beverage programs and beyond just complementing menu items.
True Value
Today’s guests crave transparency on everything—from food to fixtures. Spirits are no different: Patrons want to know where it comes from, who produces it and how their beverages are made. They want to be assured that what they’re drinking has a story rooted in real soil—the terroir!—and by human hands. Consider tequila, which continues to ride a wave of imbibement driven first by celebrity endorsements and, more recently and more meaningfully, a movement driven by education and awareness into small-batch and additive-free tequila varieties.
Data show that the U.S. dominates the global tequila market, consuming roughly 69% of the world’s supply. Sales have increased by as much as 40% since the pandemic, driven by premiumization, with high-end and super-premium brands experiencing rapid growth.
Small-batch tequila is produced in smaller quantities by hand selecting agave then utilizing traditional cooking methods, open-air fermentation and innovative distillation methods. Every bottle carries a fingerprint of its heritage and people.
Guests and travelers are curious about what’s in their glass and how it got there. They’re drawn to experiences that reflect authenticity and sustainable values and a carefully chosen craft tequila tells that story effortlessly.
Operational Wins
Integrating small-batch tequila into a beverage program isn’t about stocking premium bottles; it’s about how an experience is designed around those bottles. Having a direct relationship with producers can provide beverage-program coordinators with valuable insights, such as tasting notes and production information, as well as access to staff education sessions that can be leveraged in conversations with guests.
A well-balanced cocktail crafted from high-quality spirits can justify premium pricing while offering guests value. Barrel-aged or infused tequilas can create unique menu items that encourage exploration.
Behind The Story
Every bottle has a story. When hotels integrate that story into the guest journey, the impact is stronger. It could be through a bartender who shares insights into the agave harvest or a QR code with the history and origin of the spirit; these moments build emotional connection, making guests remember the whole experience for a long time.
In an industry where the art of standing out for hotels comes from carving out distinctive brand positions—not just offering amenities—aligning beverage programs with brand identity becomes a subtle but powerful differentiator. When the spirit and the setting align, the experience feels both intentional and alive.
Educating Employees
A successful beverage program requires well-informed and trained staff. Guests sense authenticity in the voice that tells the story of the spirit. Investing in staff education, through producer-led sessions and other relevant workshops, helps to build confidence and cohesiveness across the team.
When bartenders understand the heritage and history behind the process of craft tequila production, from agave cultivation, to distillation, barrel aging and bottling, they become storytellers in their own right. This kind of empowerment transforms a simple transaction into a relationship, and that relationship is the foundation of building a lasting impression on guests.
Designing Minds
Introducing small-batch tequila is about selection and intentionality. Choose some blancos (aged for no more than two months or unaged and bottled shortly after distillation), reposado (aged between two and 12 months in oak barrels) or añejo (aged in oak barrels for a minimum of one year and a maximum of three years), and highlight their unique flavors.
In addition to flavor profiles, brand ethos is an important aspect. Many small-batch tequila producers also focus on sustainability by:
- Minimizing waste at the distillery during production
- Turning agave byproduct into sustainable products
- Planting indigenous agave and trees to protect the ecosystem
For hotels, these sustainability goals resonate deeply with guests who value eco-friendly practices, seek authenticity in every experience and prefer to support brands that reflect their personal ethics. By showcasing these initiatives, hotels can enhance their beverage programs and, in turn, strengthen their position as responsible and forward-thinking destinations.
Redefining The Guest Connection
The most memorable guest experiences are those that feel personal. Globally, hotels are discovering that guests value small gestures, such as a locally crafted candle left in their suite with a handwritten note, as symbols of care. In the end, that’s what small-batch tequila represents: care. Care for the land, the craft and the people who bring it to life.
As the hospitality world continues to change, one truth stands: Guests will never forget how a story made them feel, which means every well-poured glass of tequila should be more than a drink.
This Perspective piece was written by Katy O’Donell, VP of brand development, Tequila Tromba.