Master Tequilier Makes Inaccurate Claims on the Health Benefits of Tequila

Baron Tequila are the latest brand to make inaccurate claims on the health benefits of tequila. In March of this year Mexican scientists presented their work on agavins, a natural form of sugar found in agave, at a meeting of the American Chemical Society. Studies conducted in mice showed how agavins reduced glucose levels and increase GLP-1 (glucagon-like peptide-1), as well as also increasing the amount of insuline in the blood.

Various tequila brands (read: PR companies) made their own inferences from this research announcing through press releases and social media that drinking their particular brand of tequila would be beneficial for your health. However, all failed to read the research in its entirety and completely overlooked the passage where the lead scientist stated that these benefits were not relevant to tequila.

“Of course, the agave’s claim to fame is as the plant from which tequila is made." Mercedes G. López, Ph.D. explained "Agavins are the only carbohydrates used to produce the drink. All ethanol in tequila comes from the fermentation of glucose and fructose generated after agave pines are cooked. But because the agavins are converted to ethanol, agavins are not found in the finished product.”

The first to fall foul of these reckless claims were the high profile brand Avión Tequila. Founder Ken Austin released a statement in May of this year laying the blame for this oversight at the feet of their PR company Allison Brod PR.

“PR firms sometimes put things out and then come back to the client,” Austin told Fred Minnick. “Then, you have weekly and monthly meetings to see the pitches. In this case, a junior person just threw {the idea} out there to see if they got some bites.”

This is not the first time that tequila brands have used inaccurate health claims to promote their products. The last few years have seen a surge in brands claiming that their 100% agave products will not result in a hangover the following morning. Anyone with a basic understanding of biology should know that these claims are impossible.

Let's try to keep those PR folks in line please. Better yet, let's leave the science to the scientists.

We've included Baron Tequila's press release in the main article for reference.