Joven

Joven ("young") is a category whose meaning depends on which spirit is on the label. The word is the same; the regulatory definition is not.

In tequila, under NOM-006-SCFI-2012A regulatory-standard NOM is a federal Mexican product norm. Unlike facility NOMs (4-digit identifiers of specific distilleries), a standard NOM defines the rules for an entire category of product: which raw materials are permitted, where the product may be made, how it must be processed, and how the bottle must be labeled. Standard NOMs are written as "NOM-XXX-SCFI-YYYY" where XXX is the standard number and YYYY is the year. NOM-006-SCFI-2012 (Tequila). The official Mexican standard governing every aspect of Tequila production: which agave species may be used (only Agave tequilana Weber var. azul), which states and municipalities qualify, how the spirit must be distilled, what additives are permitted (up to 1% by volume even in '100% agave' bottles), and how the bottle must be labeled. Enforced by the Consejo Regulador del Tequila (CRT)., joven (also called oro or "gold") is a blend of blanco tequila with a measured proportion of reposado, añejo, or extra añejo, optionally with permitted colorants and flavorings (caramel, oak extract, glycerin, sugar syrup) to round the mouthfeel. The category was historically the home of the cheap, colored mixto tequilas that defined the 1970s export image of the spirit. A 100-percent-agave joven exists but is uncommon; the category's market is dominated by entry-level blends.

In mezcal, under NOM-070-SCFI-2016A regulatory-standard NOM is a federal Mexican product norm. Unlike facility NOMs (4-digit identifiers of specific distilleries), a standard NOM defines the rules for an entire category of product: which raw materials are permitted, where the product may be made, how it must be processed, and how the bottle must be labeled. Standard NOMs are written as "NOM-XXX-SCFI-YYYY" where XXX is the standard number and YYYY is the year. NOM-070-SCFI-2016 (Mezcal). The official Mexican standard for mezcal production. Defines three production tiers (Mezcal Industrial, Mezcal Artesanal, Mezcal Ancestral) with specific equipment and method requirements for each, lists the permitted agave species and states, and governs labeling. Enforced by the Consejo Regulador del Mezcal (CRM)., joven is simply a synonym for unaged mezcal. A bottle labeled "Mezcal Joven" has had no oak contact and is the equivalent of a tequila blanco. Most premium mezcal is bottled joven; many connoisseurs hold that unaged is the truest expression of an agave species's character. The distillation chapter covers the editorial debate over whether mezcal should be aged at all.

The cross-category meaning gap is a common source of consumer confusion. The label is honest; the word is not.