Tequila is the New Vodka; Tequila is the New Scotch in LA Times Magazine

I've brought up one side of this topic before here on Alcademics, but now both sides are in a magazine.

In today's Los Angeles Times Magazine I have a story on tequila, looking at how brands are being produced and marketed - some like vodka; others like scotch. 

As our preference for 100 percent agave tequila grows, it’s no surprise that brands are now popping up to take advantage of that trend. But what is really interesting are the niches tequila is carving out: Some are being bottled in sleek vessels complete with the same marketing and mystique that seems to be inspired by premium vodkas, while other new tequilas are promoting the artisanal, historical and romantic notions of the agave spirit, akin to scotch whisky—even if the brands were created within the last week.

It's a whopping 1,000 word story. Please give it a read and let me know what you think. 

(Photo: BRIAN LEATART for LA Times Magazine)