Word: paradores
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Dates: during 2000-2000
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Before the boom, when the current agave crop was being planted, the international market for tequila was decidedly downscale. "People knew tequila as what they drank in college to get drunk," says Alex Alejandro, co-owner of New York City's oldest Mexican restaurant, El Parador. The restaurant has stocked premium tequilas for all its 40 years, but it hasn't always found a ready buyer. "Ten years ago, the average consumer wasn't willing to pay more than about $4 a shot," says Alejandro...