In the recent WSA Academy #CelebrateSpirits webinar, WSA members explored what long-term stewardship looks like in practice – from safeguarding cultural heritage to navigating complex regulatory challenges. The session highlighted how sustained collaboration across industry, governments, and institutions can deliver meaningful, long-term outcomes for the global spirits sector.
Agave Landscape: 20 Years as a UNESCO World Heritage Site
The webinar marked the 20th anniversary of the Agave Landscape and Ancient Industrial Facilities of Tequila, recognised as a UNESCO World Heritage Site since 2006. Speakers reflected on how UNESCO recognition has safeguarded traditional tequila production, strengthened regional identity, and supported sustainable tourism.
Today, the Agave Landscape attracts over one million visitors annually, contributing to job creation across tourism and hospitality while ensuring long-term protection of its cultural and environmental value. Anniversary celebrations planned for July 2026 will further highlight the site’s national and international significance.
Recycled Casks and Transatlantic Whiskey Cooperation
The session also highlighted successful cooperation between spirits trade associations in the United States and Ireland in response to the EU Deforestation Regulation. Speakers explained how coordinated advocacy led to the classification of ex-bourbon casks as recycled products, in the context of EU environmental regulations, protecting a long-established transatlantic whiskey supply chain and avoiding significant trade disruption.
This case demonstrated the importance of early engagement, aligned messaging, and practical, shared solutions when navigating complex regulatory frameworks.
Key Takeaway
Across both case studies, a clear message emerged: partnerships matter. Long-term stewardship in the spirits sector depends on cooperation between industry, governments, and institutions — whether preserving cultural heritage or addressing regulatory challenges.
WSA thanks all speakers for their valuable contributions, including Dr. Ignacio Gómez (Instituto Nacional de Antropología e Historia) Antonio García (Chamber of the Tequila Industry), Colleen Thomas (Kentucky Distillers’ Association), and Eoin Ó Catháin (Irish Whiskey Association), for sharing their insights with WSA members.
