FEAR & GREED | Business News The tequila boom moves from bottles to beds
Jan 3, 2026
Stefan von Imhoff, co-founder of Alts.co and expert on alternative investments in spirits, dives into the fascinating world of tequila as a booming investment opportunity. He discusses how tequila can appreciate faster than wine or whiskey and how premiumisation is driving demand for high-quality agave products. Stefan introduces the concept of tequila tourism, envisioning an upscale resort in Jalisco, highlighting its parallels with famous wine trails. With rising interest in 100% agave, he makes a convincing case for why now is the perfect time to invest in tequila.
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Faster Appreciation Cycle Than Wine Or Whisky
- Tequila has a faster appreciation cycle than wine or whisky, often maturing in about three years.
- Stefan Von Imhof says that tequila moves from Blanco to Extra Añejo quickly, shortening hold times for investors.
Premiumisation Boosts Craft Tequila Demand
- Premiumisation is lifting demand for higher-quality 100% agave tequila and craft producers.
- Stefan Von Imhof notes big brands call themselves premium, but craft quality is distinguishing the market.
Build Infrastructure To Unlock Tequila Tourism
- Invest in infrastructure that connects distilleries, hotels and experiences to create a tequila tourism hub.
- Stefan Von Imhof proposes building an upscale tequila resort in Jalisco to glue the region together.