Tequila is a symbol of Mexican identity worldwide. In addition to its denomination of origin, it is one of the main products by which Mexico is recognized globally. But what lies behind selling a local product in the international arena? Let us explore the case of tequila in a particularly complex market: France.
Martha Murguía Fur is an entrepreneur from Guadalajara residing in France who has attracted attention. Her main focus is organizing tastings and reinvented French recipes with a touch of tequila, so that the French—or Parisians—can move beyond the ingrained prejudice that tequila is merely the drink of students looking to get drunk quickly and cheaply, without regard for its craftsmanship, aromas, flavors, or the history of a tradition.
How can one conquer markets with a local product if sociocultural characteristics are not taken into account? The French are known for being avid travelers, and traveling is not associated with social class. Based on this premise, Murguía Fur devised a business rooted in curiosity: showing the French the complexity of tequila through guided tastings. From a young age, the French are socialized into the world of wine: they do not speak of “smooth” wines. Instead, they are familiar with a whole vocabulary such as: balanced, complex, astringent, retro-olfaction. Leveraging this to convey that tequila also possesses these nuances has been a strength of the business.
And what are the problems or areas of opportunity faced by this model? Firstly, also due to sociocultural reasons, the French are accustomed, from elementary school, to pointing out what is missing for something to be perfect: “It would be excellent, if only it had more persistence on the palate.” In addition, the French are proud of their culinary tradition. How can they accept that a Mexican prepares foie gras with a tequila reduction for them? Sacrilege! However, appealing to their curiosity and their culturally ingrained duty to learn, they are compelled to try, and it is then that they can recognize that tequila can make a familiar flavor more interesting, turning it into something new and exciting.
Another sociocultural difficulty for the Mexican entrepreneur, accustomed to corruption, is believing that a bribe can solve things. But French laws are strict regarding imported food and alcohol.
Among the unfair competition faced by Mexican entrepreneurs in that country are, unfortunately, fellow countrymen who offer their products and services at a lower price, but who are not properly registered with the French tax authorities.
In the end, this example shows that even to start food and beverage businesses so deeply rooted in our culture, it is necessary to incorporate a socio-anthropological understanding of the society into which they are introduced.
In a country where we are used to reading only bad news, it is a source of pride to learn about people who carry our culture high in other latitudes, based on effort, dedication, passion, and above all, the resilience that the immigration process entails.
— This article was originally published in Spanish by Liliana Martínez Lomelí. Translation generated with AI from the original text.