tequila & the cocktails that made it famous

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TEQUILA

and the cocktailsthat made it famous

with Elayne Werns



The Tommy Margarita

2 oz. Don Julio Blanco

1 oz. Fresh lime juice

1 oz. Agave Nectar

Garnish with a lime wedge

Served over ice in a rocks glass



TequilaTEQUILA¶S HISTORY

History of Tequila

� The Margarita� La Paloma

Creation of Tequila� Sangrita

Tequila vs Mezcal� Smoke and Ginger

Tasting:� Don Julio Blanco

� Jose Cuervo Platino

� Excellia Reposado

� Seite Leguas Anejo



Gift from the Gods

� STORY OF MAYAHUEL

Tzintzimitl



Gift from the Gods

Quetzalcoatl



Gift from the Gods

Mayahuel



Mayahuel Bar

Mayahuel 304 E, 6TH Street(between 2nd Ave & 1st Ave)NEW YORK, NY 10003(212) 253-5888www.mayahuelny.com



Agave

All a man or woman ever needs

± Needle and Thread

± A roof ± Timber

± Nutrients

««««««««««

± Tequila± Sex



Pulque



HISTORY OF TEQUILA



The Spanish Have Arivved

� 1515 The Spaniards arrive in Mexico





� 1523 they introduce the pot still tonatives





� 1523 they introduce the pot still tonatives

� Vino De Mezcal is created



Arrival of the Spaniards

� 1532 Spaniards go north to Jalisco herethey discover the Tiquili Indians





� Blue agave plant is discovered






� 1500¶s Mezcal starts to gain popularity






� 1500¶s Mezcal starts to gain popularity

� 1636 the Gov imposed taxes and rulesand regulations on the manufacturing of the mezcal



Jose Cuervo

� 1758 the government grants the Cuervofamily a parcel of land in Jalisco

� 1795 King Ferdinand grants the firstlicense to the Cuervo family to distill

Mezcal



The Tequila Journey

� 1800- Tequila is aged in wood for the first time-



The Tequila Journey


� 1873 Tequila is first shipped to El PaseoTexas



The Tequila Journey



� 1880- Rapid growth of the No.American railroad system helps spreadTequila to other cities



The Tequila Journey




� 1900 Mexican President Porfirio Diaz helped the tequila business bypushing for modernization in the country.



The Tequila Journey




� 1900 Mexican President Porfirio Diaz helped the tequila business bypushing for modernization in the country.

� Upgrades were made to the industry and better tequila was made

� 1902 ±Blue agave name was changed to Agave tequila Weber azulto honor the German Botanist Dr. Franz Weber



The Tequila Journey

� In 1910, El Centennariowas established- the firstdistillery in the highlands



The Tequila Journey


� 1910 Mexican revolution-



The Tequila Journey


� 1910 Mexican revolution-

� 1918: The Spanish fluepidemic spreads acrossthe world

� The Tequila Shot was born



Prohibition

� Another good reasonnot to piss off awoman



The Tequila Journey

± 1930-1960 Agave Shortage

� Mixtos were born to help keep up thesupply



The Café Royal Cocktail Book

� 1937 the Café RoyalCocktail Book is publish

� Contains 2 drinks thatare very similar to theMargarita

± Picador and Toreador



Tequila Cocktails in Print

Picador

1/2 Tequila1/4 Cointreau

1/4 Lime Juice

Toreador 1/2 Tequila

1/4 Apricot Brandy

1/4 Lime Juice



Tequila Daisy

The Kansas City Star, 15th January 1936

"The undertaker tells a joke about St.Anthony between sips of a tequila daisy."



Tequila Daisy

The Kansas City Star, 15th January 1936.


.

The Syracuse Herald, 19th August 1936

Syracuse's Newest and Refreshing DrinkTEQUILA DAISY"



Tequila Daisy

The Kansas City Star, 15th January 1936.


.

The Syracuse Herald, 19th August 1936

Syracuse's Newest and Refreshing DrinkTEQUILA DAISY"

Albuquerque Journal, 19th July 1939

"Banned also was the sale of hard liquor andmixed drinks in cafes, where only beer andwine may now be obtained in lieu of theubiquitous tequila daisy..."



Tequila Daisy

� In the 1939 book, Saber-toothCurriculum, the protagonist is frequentlydepicted as consuming tequila daisies;

� Within the pages themselves thecocktail is mentioned 5 Times but withno mention of the recipe.



Margarita Legends

� 1930s - Agua Caliente Racetrack in Tijuana andBertita's bar in Tasca, Mexico



Margarita Legends

� 1930s - Agua Caliente Racetrack in

Tijuana and Bertita's bar in Tasca,

Mexico

� 1935 - "Willie," the bartender at Las

Don Repulicas in Matamoros, Mexico

created the drink for Marguerite.

� 1936 - Danny Negrete at the bar of

the Hotel Garci-Crespo in Puebla,

Mexico

�



Margarita Legends

� 1936-37 - Johnny Durlesser, head barman atMcHenry¶s Tail o¶ the Cock Restaurant.



Margarita Legends


� 1940s - Enrique Bastate Gutierrez claimed tohave invented the margarita in honor of RitaHayworth

� 1940: WW2 shortage of European goods



Margarita Legends


� 1940s - Enrique Bastate Gutierrez claimed tohave invented the margarita in honor of RitaHayworth

� 1942, July 4th - Francisco "Pancho" Morales atTommy's Place in Juarez, Mexico.



Margarita Legends

� 1947-48 - Carlos "Danny" Herrera,owner of Rancho La Gloria- MarjorieKing



Margarita Legends


� 1947 - Al Hernandez and MorrisLocke, La Plaza Restaurant in LaJolla, California.



Margarita Legends


� 1947 - Al Hernandez and MorrisLocke, La Plaza Restaurant in LaJolla, California.

� 1949 Dona Bertha owned a popular cantina in Mexico created ³TheBertha



Margarita Legends

Esquire Magazine: December 1953 issue

± Margarita Cocktail is mentioned as the³Drink of the Month´



Margarita Legends



"She's from Mexico, Senores, and her nameis the Margarita Cocktail--and she is

lovely to look at, exciting and provocative."



Margarita Legends



"She's from Mexico, Senores, and her nameis the Margarita Cocktail--and she is

lovely to look at, exciting and provocative."

1 ounce tequila

Dash of Triple SecJuice of 1/2 lime or lemon

Pour over crushed ice, stir. Rub the rim of astem glass with rind of lemon or

lime, spin in salt--pour, and sip."



The Tequila Journey

± 1968: Olympic Games in Mexicobring international exposure toTequila



Chinaco

1983 The first ultra premium on theshelves

The market for upscale tequila in NorthAmerican is established



Agave Shortage

1989 Patron tequila is launched in the USA



Agave Shortage


1993 The first tequila bars are opened

�



Agave Shortage



1994- Cheap knock offs are eliminated from the marketplace. Brandsreturn to making 100% blue agave.

�



Agave Shortage




1996: Tequila is recognized by the world as the official spirit of Mexico

�



Agave Shortage





1999 Agave shortage: Agave price jumped from $50 a ton in 1999 to

$1,500 a ton in 2001



Agave Shortage



1994- Cheap knock offs are eliminated from the marketplace.Brands return to making 100% blue agave.


1999 Agave shortage: Agave price jumped from $50 a ton in 1999to $1,500 a ton in 2001

± 2001: Tequila prices hit an all time high

2006: Agave excess- price $25 per ton



Today they are 110 producersof Tequila and over

1,000 brands



La Paloma

La Paloma

2 oz. reposado tequila

1 oz. simple syrup

.5 oz. lime juice

1.5 oz. fresh pink grapefruit juice

3 dashes of grapefruit bitters

Top with soda

Glass: highball rimmed with seasalt

Garnish: lime wedge and straw



The Making of Tequila



Lowlands vs HighlandsLowland Territory: southwest

of Guadalajara, it includesJalisco, Guanajuato, Nayarit,Michoacán





Lowlands- Volcanic rich soilproduces more traditional

tasting agave plants that aremore herbaceous and spicier





Lowlands- Volcanic rich soilproduces more traditional

tasting agave plants that aremore herbaceous and spicier

Brands: Cabo Wabo,CasaNoble, Don Eguardo,ElJimado, Herradura, Jose

Cuervo, Partida, Suaza,Tezon

Guanajuato: Corralejo



Lowlands vs Highlands

Highland Territory: Arandes- Los Altos thehighlands of Jalisco





Agave: The red soil is rich in iron producingsweeter, juicer agaves.





Agave: The red soil is rich in iron producingsweeter, juicer agaves.

Brands: Cazadores, Corazon, Corzo, Don Julio,Gran Centenario, Milagro, Oro Azul, El Tesoro,Patron, Ocho

Costal Region: Tamalipas

Brand: Chinaco



Agave-Step One Harvesting

Jimadors: Agave Harvesters

Mature Agave:

Cutting the leaves vs noncutting of the leaves



Trimming the Agave

�The removal of the penca¶s are done

with a tool called a Coa.

�A Jimador will trim up to 100 agavesa day



Harvesting the Agave

�Pinas- Spanish for pineapple

�Trimmed agaves weighfrom 60-120lbs

�Trimmed agaves areloaded on to a donkey whotransfers them to a truck



STEP 2 ROASTING± Quality Control Check

� Good distilleries identify 5-10agaves at random, distill them andtest them to make sure they holdup their standards.





� Once approved Pinas are cut and

then packed in ovens which areheated to 140 degrees to steamthe pina¶s-





� Once approved Pinas are cut and

then packed in ovens which areheated to 140 degrees to steamthe pina¶s-

� Traditionalist used masonry ovensto slowly cook the agaves takes24-48hrs.

� New technology- Autoclave take7hrs.

� The steam causes the pina torelease it¶s honey water which iscollected



AGAVE STEP 3-MILLING

� Milling: The remaining fibersare then placed in a mill where

the remaining juice is squeezeout of them.



STEP 5-DISTILLATION

Distillation:

± copper pot stills

± 2x

± Head, Heart and Tails



STEP 6-AGING

� Blanco: By law must bebottled within 59 days

� Reposado: By law must be

aged a minimum of 2mos to ayear



STEP 6-AGING




� Anejo: By law must be aged aminimum of 12mos to 3years



STEP 6-AGING




� Anejo: By law must be aged aminimum of 12mos to 3years

� Extra old Anejo: By law mustbe aged a minimum of 3yrsand above



Tequila Styles

± Mixto- minimum of 51% blue agave plus other sugars

± 2nd Joven Tequila: Young tequila blended with older or sweetened with caramel for taste

± 3rd 100% Blue Agave Tequila- Aged Tequilas



Don Julio

� Established in 1942

� Considered the Ultra Premiumtequila of Mexico

� Prize gift at weddings



Don Julio

� Don Julio quality control

± Private Distillery

± Estate grown agave ±pickonly when fully mature



Don Julio

± Agaves slowly roastedin adobe over for 24hrs



Don Julio


± Fermentation-

cultivated agave yeaststrain



Don Julio


± Fermentation-


± Long fermentation of up to 72hrs



Don Julio


± Fermentation-


± Long fermentation of up to 72hrs

± Double Distillation incopper stills



Don Julio Blanco

Nose:� Wood-none� Spice- slight black pepper � Fruits-hints of citrus, lemon and lime

� Agave character- clean and bright agave notes,consistent with a well distilled highland agave

Taste:� Spice- touch of black pepper

� Fruits- Lemon/lime in the finish� Finish ± medium to short� Mouth feel ± Clean and dry

Don Julio Varietals



Don Julio VarietalsBlanco

� Unaged

� Taste: lightly sweet with hints of citrus, with atouch of black pepper

Reposado ³rested´

� Aged 8months� The No. 1 Ultra Premium Reposado in Mexico� Taste: Smooth and light with hints of wood and

dark chocolate

Anejo

� Aged 18 months� Taste: clean and dry with citrus, honey, spice� Best served neat or in a rocks glass

1942

� Anejo ± aged between 2 ½ years to 3yrs� Distilled in small batches- only 3 barrels a day� Aging process monitored exclusively by the

master distiller � Taste: beautiful, long sweet agave with hints of

vanillaReal

� Extra-Anejo Tequila, aged 3.5-5yrs� Taste: Notes of Carmel, chocolate and coffee



Jose Cuervo

� The distillery is centered in the town of

Tequila located in Jalisco the lowlands of Mexico



Jose Cuervo

� The name of the distillery is La RoJena± It is stilled owned and operated by a

descendant of the Cuervo family



Jose Cuervo

Agaves are roasted inautoclave ovens

Double distilled intraditional copper pot stills

Aged in used whisky

barrels



Jose Cuervo

The Brands of Jose Cuervo± Mixto¶s:

� Silver � Gold� Black

± 100% Blue Agave Tequila:� Traditional� Platino� Reserve De Familia� New Release: 250th

Anniversary bottle



Jose Cuervo Platino

Launched in September 2007

� Jose Cuervo Platino is handcrafted in individuallynumbered bottles and presented in a beautiful wooddisplay box.



Jose Cuervo Platino



� Jose Cuervo Platino is made with hand-selected, estate

grown 100% blue agave using the most flavorful inner portion of the agave¶s piña, further enhancing its distinctagave taste.



Jose Cuervo Platino



� Jose Cuervo Platino is made with hand-selected, estate

grown 100% blue agave using the most flavorful inner portion of the agave¶s piña, further enhancing its distinctagave taste.

� This 100% blue agave Tequila is made from a unique,proprietary method called

± ³Esencia de Agave´ ±



J C Pl i



Jose Cuervo Platino

Nose:� Wood-Slight vanilla nose� Spice- slight clove and anise� Fruits-Stone fruit like Apricot, and an orange note tropical fruit: passion fruit� Agave character- strong agave notes and an earthy mineral note; there is a mellow,

warm character in the nose consistent with the mature lowland agave.

Taste:� Spice- clove, white pepper and slight cinnamon notes� Fruits- orange in the finish� Other flavors-green avocado and green pepper, good acidity� Finish ± medium to short� Mouth feel ± soft, clean, with no unpleasant heat or bitterness

Conclusion:� ³This is product will show well in a blind tasting one on one with Patron Platinum« It

is an elegant product that shows very well«a crowd pleaser.´ ± Dale DeGroff



EXCELLIA



EXCELLIA

� Distillery is located in LaAltena distillery in Arandas

� They used 100% 12 year old agaves

EXCELLIA



EXCELLIA


� They used 100% 12 year oldagaves

� Roasted in adobe ovens

EXCELLIA



EXCELLIA


� They used 100% 12 year oldagaves

� Roasted in adobe ovens

� Traditional Tahonas

EXCELLIA



EXCELLIA

� Fermented in wooden vatsfor 7 to 10 days

� Double distilled

EXCELLIA



EXCELLIA

� The tequila is aged in

Grand Cru Sauterneswine cask from France,as well as those thatformerly held cognac.

EXCELLIA



EXCELLIA

� Blanco: Only aged for a fewweeks in Cognac andSauternes cask

� Reposado: is a blend of both these cask, aged 8months

� Anejo: aged for 16 months

.

S it



Sangrita

Sangrita = Little Blood

Origins date back to 1920¶s inGuadalajara.

originated from the leftover juices(mainly orange) of an equallypopular regional fruit salad ³Pico DeGallo´ covered with fine chili powder.

S it



Sangrita

Pico De Gallo: consumed from alarge bowl during breakfast

the remaining juice was saved andpoured on a small and narrow claycup

precursor of the tequila shot glass.

Late 1990¶s its popularity began toexpand pass its borders



Seite Leg as



Seite Leguas

� Based in Atotonilco ElAlto, Jalisco since 1952

� Seite Leguas (7Leagues) The favoritehorse of General PanchoVilla

Seite Leguas



Seite Leguas

� Agaves harvested attheir peak

� Tested for sugar levels

� Roasted slowly andcarefully monitored inadobe ovens

Seite Leguas



Seite Leguas

� Old School Tahonasdriving by a mule

� Fermented in steel vats

� Distilled in Copper potstills

� Age in temperaturecontrolled warehouses

Seite Leguas



Seite Leguas

� Blanco- un aged crispsilver tequila

� Reposado- aged 8months

� Anejo- Aged 24months, rich agaveflavors mingled withoak

� Extra Anejo: aged5yrs in new white oakbarrels

Smoke and Ginger



Smoke and Ginger

Smoke and Ginger

1.5 OZ Blanco Tequila

.5 OZ Mezcal

.75 oz. Honey and ginger syrup

.75 OZ Fresh lime juice

Served over ice in a rocks glass

Oaxaca



Oaxaca

Mezcal vs Tequila



Mezcal vs Tequila

tequila & the cocktails that made it famous

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