One, Tequila, Two Tequila, Ten_ With Elayne Duff & Kevin
Vanegas
THE SOURCE
• Aztecs 1500’s
• Consumed “Pulque”
(lightning nectar)
• Wine-Like liquid made from
fermented syrup of the Agave
Plant (Vi...
• JALISCO : Produces over 80% of all Tequilas.
 Popular Lowland Brands: Jose Cuervo,
Herradura, Partida, Casa Noble, Sauz...
Tequila
According to the C.R.T. is produced in two varietals.
• Tequila : Made of at least 51% of Blue Agave sugars,
the r...
• Unique in the Spirits industry
Ensures the protection of the Appelation of Origin,
regulates production, and continuall...
Type
Brand Name
Hecho en
Mexico
Agave Statement
Distillery ID #
On Back of bottle
NOM 1449
Bottle Size /
Proof
THE MAKING OF TEQUILA
Agave Cultivation
Tequila is made from blue agave
weber and takes approx. 7-10 years
to fully mature for production.
Cooki...
• “Agave” is not a cactus
• It is a “succulent” of the Lily
(amaryllis) family
• 7-10 Years to fully mature
Mezcal, Sotol,...
Due to its large size and
relatively short maturation
period (10 - 12 yrs.), Agave
Espadín is the most widely
used varieta...
“El Jimador”
• Agave Farmer
• Position is passed on from
generation to generation.
• Must Recognize Ripe Agave
• Hand Craf...
• Soften Pina & Convert Starch to Sugar
• Auto Clave Oven
(8-12 Hours)
• Traditional Oven
(2 + Days)
THE MAKING OF TEQUILA
Production
Process:
Agave
Roast
Roasting agaves in
preparation for crushing
takes many years of
expertise to master.
First...
Traditional Style
“Tahona”
Either Mechanical
or Animal Drawn
THE MAKING OF TEQUILA
Production
Process:
Grinding
Roasted
Agave
Once roasted, the soft,
brown agaves are
chopped into smaller
pieces and placed...
• Fermentation is the
process of converting
Agave Sugars into
Alcohol.
• Usually takes 3-5 Days
• Longer Fermentation =
Fu...
• 2 x Pot Distilled common for
100% Agave
•“Cabezas-Corazon-Colas”
•“Heads-Heart-Tales”
THE MAKING OF TEQUILA
Production Process:
Distillation
The fermented
agave mash is
distilled twice in
copper stills, set atop
a wood-oven. As th...
Production
Process:
Distillation
Visitors to Oaxaca are
often surprised to learn
that mezcal maintains
its smoothness, and...
Step 8: BOTTLING & AGING
THE MAKING OF TEQUILA
• Blanco (Silver, Plata, Platinum)
The liquid must be bottled within 60 day...
Step 8: BOTTLING & AGING
THE MAKING OF TEQUILA
• REPOSADO (RESTED)
Tequila’s that are aged for a min. of 2 months.
• AÑEJO...
Premiumization.
Is In….
Nielson Total US 52Wkending Jan.14th 2014
TEQUILA TRENDS
TEQUILA TRENDS
AMERICANS LOVE THEIR TEQUILA
TEQUILA TRENDS
THE HOW:
START WITH THE SIMPLE
THINGS
PROFITING FROM TEQUILA
THIS IS THE MOST
IMPORTANT THING
YOU CAN DO FOR
YOUR BUSINESS!!
THE HOW:
THE MORE COMPLICATED
THINGS
 Large Cubes or Kold Draft
 Ice Spheres
 Crushed Ice
 Ice Sticks
Kold Draft
Spheres
Whiskey Old Fashioned With Ice Sph...
GLASSWARE
1980 2014
vs
Garnish
1980 2014
vs
SEASONAL & LOCAL
INGREDIENTS…
Cinnamon Pear Strawberry Cucumber
Hot Toddies Ciders Daiquiris Gimlets/G&T’s
SeasonSeasonalI...
La Paloma
2 oz Don Julio
Reposado
Grapefruit Soda
Squeeze of 1 lime
Glass: Highball rimmed
with salt
Margarita
1.5 oz Don ...
SANGRITA
TEQUILA FLIGHTS
Punches and Barrel Aged
Cocktails
TEQUILA PROMOTON
OPPORTUNITIES
February 22nd is national Margarita Day
May 5th is Cinco De Mayo
Tequila aficionado programs:
•CONISSEUR CLUB
•Tequila clubs
•Tequila Pass Ports
•Tequila Membership rewards
•APP’s designe...
OUR OWN BIAS OPION
• LONDON-THE ARTISIAN, LA PERLA, EL PACIFICO
• CHICAGO: THE AVIARY
• NEW YORK- THE NOMAD , MAYAHUEL , LA ESQUINA
• LAS VEG...
Elayne Duff
Eduff@mktg.com
www.duffontherocks.com
Follow me on twitter at: @yummycocktails
http://www.slideshare.net/Elayn...
MUCHAS GRACIAS !!!
CHEERS…
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
Profiting from Tequila!
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Profiting from Tequila!

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Seminar giving at the Nightclub Bar, to educate bartenders and bar owners about the basics of Tequila production and how sell it, promote it and profit from this incredible spirt.

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Profiting from Tequila!

  1. 1. One, Tequila, Two Tequila, Ten_ With Elayne Duff & Kevin Vanegas
  2. 2. THE SOURCE
  3. 3. • Aztecs 1500’s • Consumed “Pulque” (lightning nectar) • Wine-Like liquid made from fermented syrup of the Agave Plant (Vino De Mezcal) • Reserved Primarily for religious purposes
  4. 4. • JALISCO : Produces over 80% of all Tequilas.  Popular Lowland Brands: Jose Cuervo, Herradura, Partida, Casa Noble, Sauza , Forte Lueza  Popular Highland Brands: Cazadores, Corzo, Don Julio, El Tesoro, Ocho, Patron, Siete Leguas, , Milagro,
  5. 5. Tequila According to the C.R.T. is produced in two varietals. • Tequila : Made of at least 51% of Blue Agave sugars, the rest being a blend of sugar cane juice. • Tequila 100% Agave: Made of 100% of Blue Agave sugars.
  6. 6. • Unique in the Spirits industry Ensures the protection of the Appelation of Origin, regulates production, and continually establishes standards required to ensure quality. • NOM # is unique to the Distillery, Not the Tequila • CRT = Consejo Rugulador de Tequila
  7. 7. Type Brand Name Hecho en Mexico Agave Statement Distillery ID # On Back of bottle NOM 1449 Bottle Size / Proof
  8. 8. THE MAKING OF TEQUILA
  9. 9. Agave Cultivation Tequila is made from blue agave weber and takes approx. 7-10 years to fully mature for production. Cooking Pina’s are cooked in autoclaves, or adobe clay ovens to convert starch fibers into sweet agave nectars. Fermentation Cooked “pina’s” are pressed to produce Agua De Miel and blended with Yeast Strains to produce raw alcohol. Aging Tequila is either bottled or aged for distinction. Blancos: 0-2 Months Reposados: 2-12 Months Jovens: Blended Varietal Anejo: 12 month+ Extra Anejo: 3 Years Distillation Fermented Agave Sugars are Purified by distilling 2-3 times in column and or continuous pot stills.
  10. 10. • “Agave” is not a cactus • It is a “succulent” of the Lily (amaryllis) family • 7-10 Years to fully mature Mezcal, Sotol, Bacanora THE MAKING OF TEQUILA
  11. 11. Due to its large size and relatively short maturation period (10 - 12 yrs.), Agave Espadín is the most widely used varietal for mezcal production. Species: A. Angustifolia Zapotec Name: Doba Yej Regions Grown: Oaxaca, Puebla Preferred Elevation: 5,000 - 7,000 ft. Flowering Season: Late Spring/Early Summer Due to its large size and relatively short maturation period (10 - 12 yrs.), Agave Espadín is the most widely used varietal for mezcal production. Species: A. Angustifolia Zapotec Name: Doba Yej Regions Grown: Oaxaca, Puebla Preferred Elevation: 5,000 - 7,000 ft. Flowering Season: Late Spring/Early Summer Mezcal Agave’s ESPADIN
  12. 12. “El Jimador” • Agave Farmer • Position is passed on from generation to generation. • Must Recognize Ripe Agave • Hand Craftsmanship since the 1700’s. THE MAKING OF TEQUILA
  13. 13. • Soften Pina & Convert Starch to Sugar • Auto Clave Oven (8-12 Hours) • Traditional Oven (2 + Days) THE MAKING OF TEQUILA
  14. 14. Production Process: Agave Roast Roasting agaves in preparation for crushing takes many years of expertise to master. First, a hot fire is built in an earthen pit-oven, fueled by oak and eucalyptus, and often lined with volcanic or river rocks to absorb and maintain the heat. When the pit is hot enough, the piñas are stacked in the pit over the fire and hot rocks, then covered with any of a variety of materials, including a thick layer of dirt, fibrous agave leaves, and soaked burlap, creating an underground oven. Roasting agave imparts the smokiness typically associated with Mezcal.
  15. 15. Traditional Style “Tahona” Either Mechanical or Animal Drawn THE MAKING OF TEQUILA
  16. 16. Production Process: Grinding Roasted Agave Once roasted, the soft, brown agaves are chopped into smaller pieces and placed in a small, round pit to be ground into fibrous candy-like strands, releasing the caramelized sugars and juices that were condensed during the roast.
  17. 17. • Fermentation is the process of converting Agave Sugars into Alcohol. • Usually takes 3-5 Days • Longer Fermentation = Fuller Bodied Tequila THE MAKING OF TEQUILA
  18. 18. • 2 x Pot Distilled common for 100% Agave •“Cabezas-Corazon-Colas” •“Heads-Heart-Tales” THE MAKING OF TEQUILA
  19. 19. Production Process: Distillation The fermented agave mash is distilled twice in copper stills, set atop a wood-oven. As the spirit evaporates and rises in the still, it is trapped and run through a serpentine pipe submerged in cold water, causing the spirit vapors to condense into liquid form. Using centuries old methods, and many years of experience, the mezcalero is able to determine the proof of the second distillation simply by blowing through a bamboo-like tube into a cup of mezcal to create bubbles. The larger the bubbles, the higher the proof.
  20. 20. Production Process: Distillation Visitors to Oaxaca are often surprised to learn that mezcal maintains its smoothness, and is therefore enjoyed by the locals at very high alcoholic degrees – at times up to 70%. The resulting spirit is unmatched in complexity and balance.
  21. 21. Step 8: BOTTLING & AGING THE MAKING OF TEQUILA • Blanco (Silver, Plata, Platinum) The liquid must be bottled within 60 days • Gold / Joven Tequila Blended Tequila’s
  22. 22. Step 8: BOTTLING & AGING THE MAKING OF TEQUILA • REPOSADO (RESTED) Tequila’s that are aged for a min. of 2 months. • AÑEJO (AGED) Tequila’s that are aged for a min. of 12 months. (< 600 liters) oak barrels • EXTRA AÑEJO Aged for a minimum of 3 years in small oak barrels
  23. 23. Premiumization. Is In…. Nielson Total US 52Wkending Jan.14th 2014 TEQUILA TRENDS
  24. 24. TEQUILA TRENDS AMERICANS LOVE THEIR TEQUILA
  25. 25. TEQUILA TRENDS
  26. 26. THE HOW: START WITH THE SIMPLE THINGS
  27. 27. PROFITING FROM TEQUILA
  28. 28. THIS IS THE MOST IMPORTANT THING YOU CAN DO FOR YOUR BUSINESS!!
  29. 29. THE HOW: THE MORE COMPLICATED THINGS
  30. 30.  Large Cubes or Kold Draft  Ice Spheres  Crushed Ice  Ice Sticks Kold Draft Spheres Whiskey Old Fashioned With Ice Sphere
  31. 31. GLASSWARE 1980 2014 vs
  32. 32. Garnish 1980 2014 vs
  33. 33. SEASONAL & LOCAL INGREDIENTS… Cinnamon Pear Strawberry Cucumber Hot Toddies Ciders Daiquiris Gimlets/G&T’s SeasonSeasonalIngredientSeasonalDrink
  34. 34. La Paloma 2 oz Don Julio Reposado Grapefruit Soda Squeeze of 1 lime Glass: Highball rimmed with salt Margarita 1.5 oz Don Julio Blanco .5 oz Cointreau .5 oz Simple Syrup .75oz Fresh Lime Juice Glass: Rocks Tommy Margarita 2 oz Blanco/Repo Tequila 1 oz Agave Syrup (eqaul parts agave/water 1 oz Fresh Lime Juice
  35. 35. SANGRITA
  36. 36. TEQUILA FLIGHTS
  37. 37. Punches and Barrel Aged Cocktails
  38. 38. TEQUILA PROMOTON OPPORTUNITIES
  39. 39. February 22nd is national Margarita Day
  40. 40. May 5th is Cinco De Mayo
  41. 41. Tequila aficionado programs: •CONISSEUR CLUB •Tequila clubs •Tequila Pass Ports •Tequila Membership rewards •APP’s designed for Tequila clubs
  42. 42. OUR OWN BIAS OPION
  43. 43. • LONDON-THE ARTISIAN, LA PERLA, EL PACIFICO • CHICAGO: THE AVIARY • NEW YORK- THE NOMAD , MAYAHUEL , LA ESQUINA • LAS VEGAS – HAKKASAN RESTAURANT, COMMON WEALTH, COSMOPOLITAN • NEWPORT BEACH – JAVIERS • LOS ANGELOS- ROSA MEXICANO • SAN FRANCISCO - TOMMYS • – SAN FRANCISCO - TRES AGAVES • AND MANY MORE !!
  44. 44. Elayne Duff Eduff@mktg.com www.duffontherocks.com Follow me on twitter at: @yummycocktails http://www.slideshare.net/Elayneduke Kevin Vanegas Kevin.Vanegas@Wirtzbev.com Follow me on twitter at: @KevinVanegas WWW.KevinVanegas.com
  45. 45. MUCHAS GRACIAS !!! CHEERS…

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