D-J Hageman, vice president of marketing at super-premium tequila brand Patrón Tequila, joins Scott Kerr to discuss why tequila is so hot right now and why it's leading the spirits premiumization trend. He also talks about Patrón inventing the super-premium tequila category in the '90s, the brand's longtime popularity with the hip-hop community, its first incursion into the luxury tequila space, Web3 strategy, and the proliferation of celebrity tequila brands. Plus: Will an agave plant shortage lead to a tequila bust cycle?Featuring: D-J Hageman, Vice President of Marketing at Patrón Tequila (patrontequila.com)Host:Scott Kerr, Founder & President of Silvertone ConsultingAbout The Luxury Item podcast:The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry.Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_incEmail: scott@silvertoneconsulting.comDon't forget to subscribe, rate, and review!