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Some distillers of lower-quality tequila have marketed their product to be served "ice-cold chilled" when used as a shot. Chilling any alcohol can be used to reduce the smell or flavors associated with a lower-quality product. Any alcoholic product, when served as a chilled shot, may be more palatable to the consumer.
It should be noted that many of the higher-quality, 100% agave tequilas do not impart significant alcohol burn, and drinking them with salt and lime is likely to remove much of the flavor. These tequilas are usually drunk from a snifter glass instead of a shot glass, and savoured instead of quickly gulped.