Whether the heart is brick-oven-baked or pressure-cooked in stainless steel affects tequila's flavor, as does the way the heart's juices are extracted--by press or grinder.
Happily, however, it has become a favourite spirit in the United States, which accounts for over half the world's tequila consumption.
At 9.3 million cases a year in the U.S., tequila is well behind vodka at 45.9 million and rum at 21.8 million, but it's gaining on those two other spirits.
If that sounds too ambitious, the Tequila Bar at Bally's has a similar challenge with "just" three pounds of meat in its giant burger.
While none have been truly catastrophic, Valenzuela noted, as the demand for tequila from the U.S. and other markets continues to grow, the threat of serious crop failure does as well.
To be sold as tequila in the U.S., the booze must be distilled from fermented liquid that is at least 51% the juice of the blue agave plant grown in the southwest Mexican state of Jalisco (and a few other areas).
With plenty of singing and dancing, some graveside chicken mole (or another favourite dish of the deceased) and a shot or two of tequila, it is an experience that's as moving as it is magical.
Other companies and individuals have tried to trademark other Mexican symbols in the past, including Our Lady of Guadalupe, Mexico's national anthem, Montezuma's headdress, nopal (cactus) and tequila.
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Variations can be as subtle as swapping one citrus out for another, choosing an aged tequila over a blanco or, as in Tommy's margarita from Tommy's Mexican Restaurant in San Francisco, ditching triple sec in favor of agave syrup.
Now, Mexico's government wants to ban bulk shipments, and require tequila to be bottled in Mexico.
Older tequila takes on the flavor of the casks in which it's aged--usually old whiskey barrels, which impart a hint of vanilla.
There's a reality show called A Shot at Love with Tila Tequila.
Marin is one of the biggest collectors of Chicano art in the U.S., explains Garza to fellow guests as he knocks back a shot of tequila.
Or, to take a very different example, the US government's decision to rescue the people who had invested in Mexican bonds, in the "Tequila Crisis" of 1994.
New York mixologist Dale DeGroff says U.S. drinkers of ten years ago did not savor the vegetal, earthy flavor of premium tequila.
The court also heard that a tequila bottle - a brand with a distinctive red sombrero cap - was found 15ft away from Zoe's body.
Traditionally targeting the Mexican immigrant population in the U.S., Tecate displays arena signage, hosts pre-fight concerts, runs cross-promotions with Tequila and dresses up beer cans with discount offers on Pay-Per-View purchases.
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