#88 Grover Sanschagrin - Agave Matchmaker, CRT, Additives, Lawsuits, Police Raids, Agave Syrup

Grover Sanschagrin is the co-founder, alongside his wife Scarlet, of Agave Matchmaker — the platform, formerly known as Tequila Matchmaker, that has spent over a decade cataloguing how tequila and other agave spirits are actually made. Grover found tequila through Scarlet, who discovered it while working as a journalist in Mexico City, and the pair went on to live in Guadalajara, at the heart of Mexico's tequila region, for eight years, visiting hundreds of distilleries and eventually building an app now used by over 400,000 people to navigate a notoriously opaque category. Grover walks us through how additives — both the legally permitted abocantes (glycerin, caramel colour, oak extract, sugar syrup) and a wider set of undisclosed synthetic ingredients — found their way into a huge share of the market, which by his and Scarlet's own estimate runs as high as 85%, and how their attempt to flag which products were additive-free grew from a simple checkbox into a full verification programme built on sensory training and, eventually, laboratory testing. That work made them two of the most influential, and for parts of the industry most uncomfortable, voices in tequila, and in March 2024 their home in Guadalajara was raided by federal agents while they were thousands of miles away in New York — an experience Grover walks us through in detail. Their legal situation is still working its way through the courts, so there's a fair amount here we've had to leave out or keep light on for now, and we've deliberately avoided naming the parties involved directly. Grover also gives us his read on the recent wave of US class-action lawsuits alleging that some major tequila brands, including names linked to Diageo, Costco and Michael Jordan, fall well short of their 100% agave claims, and we close out talking about where tequila and the wider agave spirits category — now expanding well beyond Mexico's borders — goes from here, plus a look at Rispetto, his own traditionally-made agave syrup.