The United Nations World Tourism Organization (UNWTO) has called on governments, beverage retailers and destination planners to support the recovery of artisanal and family based production of beverages to support post-pandemic economic recovery. The role of innovation in the development of a more environmentally sustainable and socially equitable future of beverage tourism is the focal point of the organization’s push, a call that we’re thrilled to echo and work toward in our business operations.
How can sustainable tourism help small-batch and familial producers of distilled spirits and wines in their economic recovery? What digital and social opportunities are there to enhance the value chain and create local benefits?
Beverages like tequila, mezcal and locally produced wines are not just economic engines in the communities where producers live, but they also form part of the social bedrock and the fabric of these communities. Especially in small towns and rural settlements, any decline in beverage sales has a big impact and can be a major stress point for the humble producers who often have to rely on increasing local sales in a market where work is scarce and incomes are low.
As the tourism sector’s recovery continues underway, we are working with our local producers, hoteliers, and tour operators to reinforce the health and vitality of these small business owners. Their work provides for their families first, and their small communities as well. Also, there’s no better way to get the authentic flavor and experience than to be in the presence of the maestro producer and drink from their pours.
As I’ve always said, when you get a bottle of our small-batch handmade products, you’re getting more than a distillation. You’re receiving the history of the family that produced it, the territory in which the raw materials were grown and cultivated, and you’re getting the culture that not only supports the production but also educates their children, cares for their aging, and heals their infirmed.
Planning our destinations to be environmentally sustainable, socially supportive and responsive to the broader needs of our producers is what we mean by slow-tourism. It stands apart from traditional tourism by its focus on local experiences with local people.
As we continue our journey to bring you the most authentic sipping experiences, it is our hope that you will come along for a ride with us to visit our producers. Breathing the fresh air, taking in the untouched wild vistas, and sipping alongside our producers to hear from them directly is and experience that you’ll treasure.
