What is tequila? Reading the label, decoding the NOM

The basics

Tequila is a regulated spirit made primarily in Jalisco, Mexico (with smaller production zones in Nayarit, Michoacán, Guanajuato, and Tamaulipas). It must be made from blue Weber agave (Agave tequilana). To call itself "100% agave," the spirit must be made entirely from blue agave — otherwise it's a "mixto" cut with up to 49% other sugars (almost always corn syrup or cane). Always buy 100% agave.

Lowland vs highland — the divide that matters

Tequila Valley (lowlands) sits at lower elevation around the town of Tequila itself. The volcanic soil and warmer climate produce earthy, peppery, mineral-driven spirits with savory depth. Lowland tequila tends to be bigger and more rustic.

The highlands (Los Altos) sit at 1800-2200m elevation. Cooler nights, iron-rich red clay. Highland tequila is fruitier, more floral, sweeter on the palate. Brighter and more elegant in style.

Neither is "better" — they're different traditions. Knowing which one a tequila is from gives you a real prediction of how it'll taste.

The NOM — your label decoder

Every legitimate tequila bottle has a NOM (Norma Oficial Mexicana) number printed somewhere on the label. This four-digit code tells you exactly which distillery the tequila was distilled at — independent of the brand name. Many brands share a NOM. A few brands have a unique NOM, meaning they own (or exclusively use) one distillery — that's the gold standard for transparency.

Why this matters: a brand can change distilleries (the NOM stays printed on the bottle). The NOM tells you the production reality, not the marketing.

You can look up any NOM at agavematchmaker.com to see who actually distilled the bottle in your hand.

Aging classifications

Blanco — unaged or briefly rested (under 60 days). The purest expression of the agave + distillery.

Reposado — 60 days to 1 year in oak. Hints of vanilla, cinnamon, soft caramel.

Añejo — 1 to 3 years in oak. Deeper barrel character.

Extra Añejo — 3+ years in oak. Often closer to bourbon or aged rum in profile.

Heads up: a lot of blanco tequila is the most honest expression of a distillery's house style. Aged categories are often where average tequila gets dressed up to mask flaws.

What to avoid

Skip anything that doesn't say "100% agave" on the front. Skip bottles with a NOM that produces 80+ brands (those distilleries are rented production lines, not artisans). Skip "diffuser" tequila if you can — these are made by extracting agave sugars chemically rather than roasting whole piñas. The producer rarely advertises this; AMM's data flags it.