That's 11 years, if you're wondering.
The back story: Many bottles of booze bear an age statement showing how many years the spirit has been matured in barrels. But here is a tequila from Mexico’s Corralejo distillery that measures time in terms of hours — and so that is its very name, “99,000 Horas” .
The math games and classification issues notwithstanding, the idea is clearly to show the time and effort that goes into making a tequila, particularly a $50-$60 one aimed at the higher end of the market. But the demand for such spirits is clearly there. U.S. sales of super-premium tequila — the most expensive kind — have soared by 819% over the last 15 years, according to the Distilled Spirits Council of the United States.
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