Will China give tequila a shot?
September 10th, 2010
03:00 PM ET
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Hong Kong, China (CNN) - When Armando Rojas and a group of tequila entrepreneurs founded a boutique distillery for premium tequila in 2008, their sights were set on high-rolling neighbors to the north to snatch up their exclusive $70-a-bottle brand.

"We started, like many people, looking towards the U.S., tequila's natural market," Rojas told CNN.

But the makers of Los Valores tequila didn't count on the Great Recession drying the thirst of U.S. tipplers for top-shelf spirits. So instead of looking north, Rojas and his partners are placing their hopes on drinkers in the east.

As China has become the world's largest market for automobiles and beer, and has a skyrocketing wine market, Mexican distillers are hoping to educate Chinese consumers on the joys of tequila.

CNN Business has the FULL STORY

(Also? When opportunity calls, one must break out the "Tequila" dance.)


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Filed under: Business and Farming News • News • Sip • Spirits

soundoff (13 Responses)
  1. pete

    i gave tequila a shot last night

    September 11, 2010 at 11:50 am |
    • Jdizzle McHammerpants

      pete I salute you.

      September 11, 2010 at 12:07 pm |
  2. Truth

    Tequila is a very liberal drink (as witnessed by the above PeeWee Herman clip. Real men drink bourbon or single malt scotch.

    September 10, 2010 at 4:27 pm |
    • RichardHead

      Dang No wonder PeeWee got busted for Hi-Jacking in the Balcony!

      September 10, 2010 at 4:32 pm |
      • Jdizzle McHammerpants


        This is the only scene I remember from the Pee-wee Herman saga when I was a kid. It was the song.

        September 10, 2010 at 5:01 pm |
      • Truth

        Wow, Jdizz...I may just be your father, since I was almost through grad school when that film came out...8)

        September 10, 2010 at 5:34 pm |
      • Jdizzle McHammerpants

        Now about that back child-support.......

        September 10, 2010 at 5:47 pm |
      • RichardHead

        Don't tell me this is going to be a "History Detective" special on PBS. If so get Elyess to do it "cause she is HOT!

        September 10, 2010 at 5:48 pm |
      • Truth

        Head – No way! Elyse is a liberal hack. If you want a hot woman, go see "Nikita" starring Maggie Q. Now THAT is HOT!

        September 11, 2010 at 2:01 pm |
      • Jdizzle McHammerpants

        Ooooooh. Nikita.

        September 11, 2010 at 2:31 pm |
  3. RichardHead

    Dear China-Please eat my worm-Bill Clinton!

    September 10, 2010 at 3:16 pm |
    • Jdizzle McHammerpants

      X) They didn't let my comment past "The Screening". Oops!

      September 10, 2010 at 3:34 pm |
      • RichardHead

        It's O.K. Hillary. Did you get my cigars while you were in Cuba? Fidel told me they would be special.

        September 10, 2010 at 4:21 pm |
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