New Book Gives Agave Spirits Brands a Marketing Playbook for an Industry Under Reckoning

Agave Today Magazine’s Lisa Pietsch releases Agave Marketing 101, a beginner’s guide to marketing tequila, mezcal, and agave spirits brands

GLADBROOK, IOWA — September 3, 2026 — We Woodwards Publishing today announced the release of Agave Marketing 101: A Beginner’s Guide to Marketing Tequila, Mezcal & Agave Spirits Brands, a new book by Lisa Pietsch, Publisher and Editor of Agave Today Magazine. The book is available in ebook, paperback, hardcover, and audiobook editions.

Agave Marketing 101 is available now: https://amzn.to/4w0WLu3

The book arrives as the agave spirits category faces real turbulence: declining volumes, a collapsed agave price, lawsuits testing the industry’s central “100% agave” claims, and a US–Mexico trade relationship on an annual-review track. Agave Marketing 101 argues that this turbulence is exactly when evidence-backed brands separate themselves from the ones that were only ever selling an image — and that the market is no longer rewarding the loudest brand, but the most honest, most specific, most verifiable one.

Written for anyone building or growing an agave spirits brand, Agave Marketing 101 is organized into six parts spanning category foundations through international growth:

Part One — Category Foundations: maps the 2026 agave spirits market landscape and shows brand owners how to find a true, defensible origin story.

Part Two — Positioning & Identity: covers price segmentation, packaging and label design that sells, and compliance and crisis readiness amid the TTB, COFEPRIS, and adulteration reckoning.

Part Three — Go-to-Market: building distribution and on-premise relationships, sampling, brand ambassadors, and launch strategy.

Part Four — Growth & Digital: social media, experiential and paid digital, aficionado media, RTD marketing, and competing on authenticity as celebrity-led marketing loses its pull.

Part Five — International Growth: winning in Europe, Asia-Pacific, and beyond.

Part Six — Applied Strategy: case studies of brands getting it right, plus a launch checklist and channel-by-channel KPI framework readers can put to work immediately.

“The market is not rewarding the loudest brand right now. It is rewarding the most honest, most specific, most verifiable one,” said Pietsch. “That’s true whether you’re launching a new label or defending one that’s already on the shelf. This book gives you the reasoning and the tools to be one of the brands that separates itself, instead of one that only ever sold an image.”

Agave Marketing 101 is a companion to Agave Today Magazine’s Global Market Brief 2021–2026 and its US Marketing Brief 2026, drawing on the same editorial research and producer, importer, and bartender relationships that inform Agave Today’s ongoing category coverage. It follows Agave 101: A Beginner’s Guide to Tasting Tequila, Mezcal & the Spirits of Agave, Pietsch’s book for drinkers rather than brand builders. Where Agave 101 teaches readers to taste the category with confidence, Agave Marketing 101 teaches them to build and grow a brand within it.

About the Author

Lisa Pietsch is the Publisher and Editor of Agave Today Magazine, a print-first magazine for agave spirits aficionados launching in English, French, Spanish, and German, with ebook and audio editions also available. She is the author of Agave Marketing 101 and Agave 101, as well as The Social Media Marketing Playbook for Tequila and Mexican Spirits. Before founding Agave Today, she served as Publisher and Editor in Chief of Tequila Aficionado Magazine, where she spent years covering the agave spirits category as it grew from a niche enthusiasm into one of the most closely watched corners of the global spirits business, and co-authored the bestselling Tequila Aficionado Consumer Catador Course.

Availability

Agave Marketing 101 is available beginning September 3, 2026, in ebook, paperback, hardcover, and audiobook editions: https://amzn.to/4w0WLu3

Media Contact

Lisa Woodward

We Woodwards Publishing

Gladbrook, Iowa

Lisa@wewoodwards.com