It's a common misconception that tequila bottles contain worms; indeed, it is legally forbidden for bottles of tequila to contain worms. In fact, it is the drink mescal---similar to tequila and also made in Mexico---that contains the worm. A number of brands of brands of mescal contain worms.
The worm traditionally used for such a purpose is actually the caterpillar Hipopta agavis, which lives in the stems of agave plants, from which mescal is made. These reddish-colored worms can be quite rare and at times white worms from the leaves of the plant are used instead.
The practice of adding such worms to bottles of mescal has been in existence since the 1940s, when a Mexican named Jacobo Lozano Paez, while tasting the drink, found that the addition of the worm changed the taste and color. He then decided to include the worm as a marketing gimmick. Despite popular belief, this practice hasn't been a Mexican tradition for centuries.
The worm is supposed to be eaten, traditionally being considered a delicacy by Mexicans, and is thought by some to have aphrodisiac qualities, while others believe that the worm gives strength to those who eat it and that it is an hallucinogenic. Apart from any psychological effects the worm might have, however, in reality it's merely a worm filled with alcohol.
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