Many of the ‘premium’ brands that people are accustomed to are actually filled with additives such as added sweeteners, artificial colors and others. This may seem innocent, but the truth is these additives are used to mask the shortcuts producers take during the production process, such as prematurely harvesting agave and using other methods to create mass volume at the expense of quality.

This movement is about transparency in labeling, so the consumer can decide what they want to drink.

What started as a simple box to check on the app is blooming into a grassroots movement akin to the shift toward 100 percent agave tequilas that happened about a decade ago.

I don’t think tequila needs anything to make it taste better.