In a recent LinkedIn post, Jay Baer offers a surprisingly simple yet powerful trick for navigating the often-overwhelming world of tequila selection. Rather than just memorizing brand names, Baer, a renowned marketing expert and founder of Convince & Convert, highlights the significance of a four-digit number found on every tequila bottle: the NOM.
Baer explains that this number, known as the NOM (National Registry of Mexican Alcoholic Beverages), identifies the authorized producer responsible for making the tequila. This insight, he argues, can transform the shopping experience from a random gamble into an educated choice.
“Every bottle has one. NOM 1123. NOM 1414. NOM 1579. Those numbers identify the authorized producer responsible for making the tequila.”
Understanding the NOM: A Shortcut to Quality
The core of Baer’s argument is that understanding the NOM provides a valuable shortcut for consumers. He points out that a single producer often manufactures multiple tequila brands. This is particularly evident when examining large lists of popular tequilas.
Baer shares data from The Tequila Report’s Top 150 Tequila Brands, revealing a significant concentration of brands from a small number of producers. “Just 14 producers make 49% of the brands on the entire list,” Baer writes. He further illustrates this point by noting that NOM 1414 alone accounts for 15 of the Top 150 brands, while Cascahuín at NOM 1123 accounts for eight, and El Pandillo at NOM 1579 accounts for seven.
The Nuance of Producer Influence
While the NOM points to the producer, Baer is careful to note that it doesn’t mean all tequilas from the same distillery taste identical. He emphasizes the skill of producers in manipulating various factors like water, yeast, fermentation, and agave to create distinct flavor profiles, even under the same roof.
“A good producer can manipulate water, yeast, fermentation, agave and other production variables to make very different tequilas under the same roof.”
However, Baer posits that if a consumer enjoys a particular tequila from a specific NOM, trying another brand from that same producer represents a much safer and more informed bet than selecting a completely unfamiliar option.
Leveraging the NOM for Smarter Purchases
To put this strategy into practice, Baer suggests a simple method: identify three to four favorite tequila bottles and record their NOMs. This could be as simple as taking a picture or noting them in a phone’s app.
“Find three or four bottles you already love. Write down their NOMs. Take a picture. Put them in your Notes app. Whatever you’ll actually remember to check later.”
When faced with a wide selection of tequilas, Baer advises consumers to look for these four-digit numbers. If an unfamiliar NOM is encountered, he recommends looking it up, as it might be associated with other brands the consumer already enjoys.
Historical Context and Ownership
Baer also touches on the historical aspect of NOMs. Generally, they were assigned sequentially starting from 1000, meaning lower numbers often indicate earlier registration by a producer. Crucially, he clarifies that the NOM belongs to the producer, not the brand. If a tequila brand switches distilleries, its NOM will change accordingly.
“The NOM belongs to the producer, NOT the brand. If a tequila brand moves to another distillery, its NOM changes.”
By understanding these four digits, Baer concludes, consumers gain valuable information to guide their choices and discover better tequila. He also mentions a more in-depth guide he authored for The Tequila Report, titled “The Magic Number Hiding on Every Tequila Bottle,” which further elaborates on the meaning and application of NOMs.
📝 About This Content
This article is based on insights shared by Jay Baer on LinkedIn.
📅 Originally posted on August 13, 2026 | View original post on LinkedIn →