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Over almost 10 years of tasting and recommending tequilas at VinePair, weve watched the category grow and evolve, ultimately becoming one of the best-selling and most popular spirits in the U.S. And tequila , specifically, is facing something of a reckoning: Are there too many celebrity brands?
Distillers just getting started needed ready cash flow, and the unaged neutral spirit — America’s top-selling category — gave them something to offer consumers while their whiskey matured. Often, distillers were just bottling bulk grain neutral spirit (GNS). Once ubiquitous, craft vodka soon gave way to whiskey.
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