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Profiting from Tequila!
The document provides an overview of the history and production process of tequila, emphasizing its origins in Mexico and detailing the specific types of tequila. It describes the cultivation of blue agave, the stages of cooking, fermentation, distillation, and aging, highlighting various brands and trends in the tequila industry. Additionally, it mentions cocktail recipes and promotional opportunities for tequila, showcasing its growing popularity in the U.S.
Profiting from Tequila!
- 1. One, Tequila, TwoTequila, Ten_ With Elayne Duff & Kevin Vanegas
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- 5. • 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
- 7. • 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,
- 8. Tequila According to theC.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.
- 9. • Unique inthe 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
- 10. Type Brand Name Hecho en Mexico AgaveStatement Distillery ID # On Back of bottle NOM 1449 Bottle Size / Proof
- 11. THE MAKING OFTEQUILA
- 12. Agave Cultivation Tequila ismade 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.
- 13. • “Agave” isnot a cactus • It is a “succulent” of the Lily (amaryllis) family • 7-10 Years to fully mature Mezcal, Sotol, Bacanora THE MAKING OF TEQUILA
- 14. Due to itslarge 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
- 15. “El Jimador” • AgaveFarmer • Position is passed on from generation to generation. • Must Recognize Ripe Agave • Hand Craftsmanship since the 1700’s. THE MAKING OF TEQUILA
- 16. • Soften Pina& Convert Starch to Sugar • Auto Clave Oven (8-12 Hours) • Traditional Oven (2 + Days) THE MAKING OF TEQUILA
- 17. Production Process: Agave Roast Roasting agaves in preparationfor 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.
- 18. Traditional Style “Tahona” Either Mechanical orAnimal Drawn THE MAKING OF TEQUILA
- 19. Production Process: Grinding Roasted Agave Once roasted, thesoft, 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.
- 20. • Fermentation isthe process of converting Agave Sugars into Alcohol. • Usually takes 3-5 Days • Longer Fermentation = Fuller Bodied Tequila THE MAKING OF TEQUILA
- 21. • 2 xPot Distilled common for 100% Agave •“Cabezas-Corazon-Colas” •“Heads-Heart-Tales” THE MAKING OF TEQUILA
- 22. Production Process: Distillation The fermented agavemash 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.
- 23. Production Process: Distillation Visitors to Oaxacaare 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.
- 24. 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
- 25. 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
- 27. Premiumization. Is In…. Nielson TotalUS 52Wkending Jan.14th 2014 TEQUILA TRENDS
- 28. TEQUILA TRENDS AMERICANS LOVETHEIR TEQUILA
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- 30. THE HOW: START WITHTHE SIMPLE THINGS
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- 32. THIS IS THEMOST IMPORTANT THING YOU CAN DO FOR YOUR BUSINESS!!
- 33. THE HOW: THE MORECOMPLICATED THINGS
- 35. Large Cubesor Kold Draft Ice Spheres Crushed Ice Ice Sticks Kold Draft Spheres Whiskey Old Fashioned With Ice Sphere
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- 38. SEASONAL & LOCAL INGREDIENTS… CinnamonPear Strawberry Cucumber Hot Toddies Ciders Daiquiris Gimlets/G&T’s SeasonSeasonalIngredientSeasonalDrink
- 40. La Paloma 2 ozDon 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
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- 48. Punches and BarrelAged Cocktails
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- 52. February 22nd isnational Margarita Day
- 53. May 5th isCinco De Mayo
- 55. Tequila aficionado programs: •CONISSEURCLUB •Tequila clubs •Tequila Pass Ports •Tequila Membership rewards •APP’s designed for Tequila clubs
- 56. OUR OWN BIASOPION
- 57. • 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 !!
- 61. Elayne Duff Eduff@mktg.com www.duffontherocks.com Follow meon twitter at: @yummycocktails http://www.slideshare.net/Elayneduke Kevin Vanegas Kevin.Vanegas@Wirtzbev.com Follow me on twitter at: @KevinVanegas WWW.KevinVanegas.com
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