A Transient Historical past of The Tequila Ambassador V.O.

June 23, 2024

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Let’s discuss tequila! Or, extra exactly, let’s discuss a sure tequila guide. However reasonably than leaping proper in, I’ll start with some backstory on the mission.

Longtime Cocktail Wonk readers might have observed that my posting frequency right here has slowed a bit lately as Mrs. Wonk and I work arduous to increase the Wonk model into new areas.

You might have heard about my Rum Wonk Substack, the place I now share my deep dives into rum subjects. Subscriptions are free, however you’ll be able to go for a paid subscription to assist help my impartial analysis and writing within the rum house. (By no means concern, you’ll nonetheless discover my musing on cocktails and different subjects right here on CocktailWonk.com)

The opposite Wonk model growth is Wonk Press, which occupies a lot of my behind-the-scenes time. Final yr (2023), Group Wonk Press revealed Polynesiacs — Tiki at Dwelling by Tiki Tom-Tom. Tom’s attractive images and writing take readers deep inside 75 extremely lovely Tiki bars. The response has been overwhelming, and Mrs. Wonk and I couldn’t be happier to have partnered with Tom to create a guide with out compromises.

With the success of the primary three Wonk Press books, we’ve had fairly just a few individuals strategy us with nice concepts for books of their very own. This leads us to the first focus of this put up.

Turning to Tequila

In case you’ve been being attentive to tequila for quite a lot of years, you’ve virtually definitely heard of Tomas, who handed in 2021. His obituary within the New York Instances summed up his affect on the tequila world:

Tomas Estes, who gave up a profession instructing highschool English to open Mexican bars and eating places throughout Europe, within the course of serving to to rework the picture of tequila from frat-house rotgut to a advantageous spirit that would sit on a shelf alongside cognac and single malt whisky, died on April 25 at his residence in Ashland, Ore.…

Beginning along with his first restaurant, Café Pacifico, which he opened in Amsterdam as an expatriate there in 1976, Mr. Estes introduced Mexican delicacies and tradition to a continent that was nonetheless solely vaguely conscious of Latin American fare…. Café Pacifico was an in a single day success and have become a daily hang-out for American celebrities passing by way of Amsterdam — Mr. Estes appreciated to inform in regards to the time Debbie Harry, lead singer of the band Blondie, waited on the bar for 2 hours to get a desk….

“Method earlier than tequila was fashionable exterior Mexico, he was in Europe tirelessly spreading the gospel of tequila to anybody who would pay attention,” stated Carlos Camarena, a third-generation tequila distiller and a detailed buddy.

In 2003 the Nationwide Chamber of the Tequila Business, a department of the Mexican authorities recognized by its Spanish initials C.N.I.T., appointed Mr. Estes the official tequila ambassador for the European Union.

5 years later, he and Mr. Camarena joined forces to create their very own model, Tequila Ocho — and, as soon as once more, Mr. Estes helped form the best way individuals take into consideration tequila.

The Tequila Ambassador V.O.

Previous to his passing, Tomas was engaged on a guide with Phil Bayly, Mitch Wilson, and Jesse Estes. Phil is a photographer and Tomas’ longtime buddy since opening the primary Café Pacifico in 1976. His images spanning six many years fantastically illustrate Tomas’ passionate and deeply private phrases. Mitch Wilson, the International Model Ambassador for Black Tot Rum, was on the helm of pulling all of Tomas’ phrases and interviews with others right into a cohesive narrative, displaying each Tomas’ ardour and the way beloved he was. Tomas’ son Jesse Estes, international model ambassador for Tequila Ocho, contributed his tales, images, and insights to create a guide that really honors his father’s legacy. From begin to end, it was a five-year effort for Group Tomas. The result’s The Tequila Ambassador V.O.

Naturally, when Group Tomas approached us about doubtlessly publishing the guide, Mrs. Wonk and I may barely imagine such a chance had come our means. Beginning in late 2022, Carrie and Group Tomas started the gradual, painstaking work of assembling and fine-tuning the guide. It was an enormous sigh of reduction when Mrs. Wonk submitted the ultimate PDF file to the printer 18 months later, within the last days of 2023. As a crew passionate sufficient to create an 850-page rum guide, we had been honored to assist deliver Tomas’ distinctive and deeply felt perspective to the printed web page with out compromise and as he supposed.

Notice: Tomas beforehand wrote a guide in 2012 referred to as The Tequila Ambassador — no “V.O.” within the title. Aside from the creator and title, the 2 books are very totally different. The brand new guide is over twice the dimensions, has much more images, is extra up-to-date, and has a really totally different appear and feel than the 2012 guide.

Since cocktails are inextricably a part of tequila’s story, the Tequila Ambassador V.O. naturally has cocktail recipes—and greater than only a handful of the classics. Tomas’ mates and admirers turned out in full power, sharing 50 fashionable recipes within the guide’s Cocktail Compendium part. Among the well-known recipe contributors embody Lauren Mote, Ivy Combine, Dale DeGroff, Philip Duff, Lynnette Marrero, Eric Lorincz, Claire Warner, Joaquin Simo, Dick Bradsell, Gaz Regan, Salvatore Calabrese, and lots of extra.

I haven’t but tried each recipe, however Elayne Duff’s Bienvenidos has stricken a chord right here at Casa Cocktail Wonk.