Should you want additional proof of tequila’s recognition, preliminary 2022 information signifies that the agave spirit surpassed American whiskey by worth to turn into the second Most worthy spirits subcategory within the U.S. And based on IWSR Drinks Market Evaluation, tequila is ready to overhaul vodka in 2023 to turn into the trade chief by worth.
On-line alcohol supply service Drizly finds that 64% of outlets surveyed plan to offer the agave-based spirit extra shelf house than some other spirit subsequent 12 months. In its 2022 Retail Report, Drizly additionally notes that 54% of outlets mentioned that tequila has overperformed their expectations this previous 12 months, outpacing all different spirits.
What’s it about tequila that has captivated American shoppers? The spirit’s sense of place and provenance, for one, in addition to its authenticity and the better availability of high-quality merchandise. Elevated curiosity in Mexican tradition and delicacies, together with occasions equivalent to Cinco de Mayo and D’a de los Muertos (Day of the Useless) additionally contributes to tequila’s attract.
Not that it’s a must to be a Mexican eating idea to promote plenty of tequila. At Sweetbriar, a dwell fire-cooking fashionable American restaurant in New York’s Park South Resort, tequila battles with vodka each week, says beverage director Ivan Papic. “Tequila cocktails are particularly well-liked, identical goes for mezcal-based cocktails.”
Operations that do specialise in Mexican meals have a definite benefit, nonetheless. Rreal Tacos, which simply opened its third location in Atlanta, has about 100 tequilas on supply. The idea is understood for its tequila partitions in any respect eating places, which have turn into a staple of the model, says co-owner Miguel Hernandez. “They maintain the biggest choice of tequila and mezcal in all of Atlanta.”
It’s no shock that tequila is the number-one promoting spirit at Rosa Mexicano. “Since we’re Mexican, most of our prospects are available with tequila on their minds,” says Chef Manuel Trevino, vp of Culinary. Based in New York in 1984, Rosa Mexicano now operates 10 places from Massachusetts to Maryland.
Commercial
Rosa Mexicano shares at the least 50 tequila manufacturers in most of its eating places, relying on what’s accessible available in the market, Trevino says. “After the pandemic, it’s been tough to supply all the manufacturers that have been accessible available in the market earlier than.”
“We’re within the agave golden period,” says Pepe Barajas, proprietor of La Josie in Chicago. Not solely is tequila now one among, if not the preferred spirits on the Mexican restaurant, “mezcal has additionally turn into extraordinarily well-liked, particularly in cocktails,” he says.
Agave Training
La Josie carries 150 completely different manufacturers and agave variables, specializing in supporting family-owned and -produced agave distillates, in addition to tequilas with all-natural flavoring, Barajas says. “Households with an extended historical past of manufacturing are among the extra well-liked distillates we at present carry,” he notes. “Details and schooling are an enormous development in our trade.”
Certainly, that’s partly why Hacienda Encantada Resort & Residences in Cabo San Lucas, Mexico, opened The Museo del Tequila in June 2022. The inspiration began with the property’s hacienda-style structure and the concept to showcase the historical past and flavors of Mexico’s tequila, says Jose Rojas Torres, director of meals and beverage at Hacienda Encantada Resort & Residences. “Museo del Tequila faucets into vacationers’ rising curiosity on this traditional Mexican drink.”
Visitors can go to the Museo del Tequila for a culinary journey by way of tequila, mezcal, sotol and bacanora with the tequila sommelier, or tequilera, Pamela Miranda. Museo del Tequila, which shares 70 manufacturers of tequila and mezcal, additionally hosts tastings for friends nightly at 5 p.m.
Rosa Mexicano’s friends are sometimes interested by mezcal, “and we have a tendency to teach them about it,” Trevino notes, including that mezcal is his personal favourite spirit. “However in the long run, individuals both love or hate it.”
Along with tequila and mezcal, Rosa Mexicano carries “any and all spirits we will get our arms on from Mexico,” Trevino says, equivalent to sotol, bacanora and raicilla. “Though the demand isn’t right here but for these spirits, we do our greatest to introduce them to our friends by cocktails and schooling.”
La Josie additionally affords all spirits from Mexico. “Raicilla is unquestionably rising,” Barajas says, including that it’s one among his favourite spirits. “We additionally carry whiskies, liqueurs and wines from Mexico.”
Rreal Tacos shares all the Mexican spirits as nicely, Hernandez says. “They’re an vital a part of our stock behind the bar. The marketplace for agave spirits has expanded in the previous few years exponentially.”
Manufacturers on the Bar
On the Tequila Museum, which affords 70 manufacturers of tequila and mezcal, well-liked manufacturers embrace mainstays equivalent to Don Julio, Patron and Casa Cuervo, Torres says. “Vacationers will take pleasure in not simply the style of tequila, but additionally the vary of distinctive aromas that such a chic beverage can supply.” Within the case of mezcal, the completely different varieties and kinds are sourced from wild agaves — like tobal‡.
At Sweetbriar, which carries about 20 completely different tequila manufacturers and 10 completely different manufacturers of mezcal, with completely different expressions, Casamigos has been the best-selling tequila in latest months, Papic says. “For me personally, Fortaleza Tequila and El Tesoro are amongst my favourite manufacturers.”
Papic has noticed extra cristalino expressions of tequila. Cristalino, a transparent, aged tequila, is filtered by way of charcoal, which removes the colour from barrel getting older.
Rosa Mexicano has seen an increase in sipping blancos, reposados and cristalinos, Trevino says. A number of the hottest manufacturers on the restaurant embrace Casa del Sol, Fortaleza, Cazadores, Maestro Dobel, Komos and Don Julio.
At Rreal Tacos, well-liked tequila manufacturers embrace Clase Azul, Cava de Oro, Maestro Dobel, whereas Bozal, Te Quiero Mucho and 400 Conejos are the favored mezcals, says Beverage Director Aruturo Salgado. “One of many largest tendencies that we now have been seeing are movie star tequilas, like 818 (Kendall Jenner), Casamigos (George Clooney), Teremana (The Rock) and the newly added Grand Coramino (Kevin Hart).”
Cocktail Tradition
The normal Mexican fashion of ingesting tequila is to understand all of the notes and flavors, Torres says. “Nonetheless, many friends are extra snug with Margaritas or combined drinks.” Regardless of trending cocktails such because the Outdated Long-established and Espresso Martini, the Margarita stays the highest libation on the majority of on-premise institutions.
The Paloma has been gaining floor in some locations, as has Ranch Water. Chili’s Grill & Bar, with greater than 1,600 eating places, in 2022 rolled out a Ranch Water providing, which can little question enhance nationwide consciousness of the tequila/glowing water/lime drink.
However tequila additionally lends itself to craft cocktails and spicy spins on the classics. La Josie’s Maracya Hallelujah cocktail begins with a tequila base, plus lime, aperitivo and keenness fruit syrup. The La Malinche incorporates spicy chile-infused tequila, lemon, ponche de tamarindo and peach puree; each cocktails are priced at $15.
At Rosa Mexicano, cocktails start with the home signature: the Frozen Pomegranate Margarita ($14), says Trevino. The idea additionally affords an Al Gusto Margarita with fresh-squeezed juice, natural agave nectar, Grand Marnier and selection of tequila, mezcal or sotol ($18). The Josefina Margarita — a nod to founder Josefina Howard — options Komos Rosa tequila, natural agave nectar and fresh-squeezed lime juice.
“Our principal focus behind the bar is Mexican mixology,” primarily based on agave spirits with citrus and fruit-forward flavors, says Salgado. A prime cocktail at Rreal Tacos is the Fresco Cucumber with tequila blanco, lime juice, cucumber juice, agave and mint, and the Malverde, the mezcal model of the identical. Each are priced at $13.
A prime cocktail at Sweetbriar is the Rose of Sharon, made with Tres Generaciones reposado tequila, home made hibiscus-pink peppercorn syrup and lime juice, priced at $19. That cocktail and the mezcal-based Smokey Pistolas (Dos Hombres joven mezcal, lime and piri piri agave) are all the time within the top-five best-selling drinks, Papic says.
“We strategy tequila the identical as some other spirit,” he provides, “often on the lookout for seasonal elements which might be good pairings with tequila’s taste profiles, then going again to fundamental, trying into traditional cocktails and discovering inspiration.”
Sweetbriar partnered with Don Julio this previous January and featured a particular Paloma (Don Julio Blanco tequila, lime juice, Fever Tree pink grapefruit soda, with an Aleppo-salt rim), priced at $12 throughout Pleased Hour at its Lounge bar.
Agave Outlook
On factor is for positive: Count on to see extra agave spirits and cocktails at bars and eating places. Sweetbriar, as an illustration, goals so as to add extra tequila-based cocktails, particularly in the course of the summer season months. “We’re planning on partnering up with completely different tequila and mezcal manufacturers to host Pleased Hour, mixology courses — even tamale-making courses with tequila pairings,” says Papic.
Rosa Mexicano needs to revamp its complete beverage menu in 2023 to characteristic extra flight choices, extra enjoyable and artistic cocktails and tequila pairing dinners, Trevino says.
La Josie will proceed to usher in small-batch, family-owned and -produced agave spirits and showcase them by way of flights and tasting occasions, Barajas says. “We at present do specialty menus on completely different nights of the week to share our information and keenness with friends.”
At The Museo del Tequila, friends will be capable of go even deeper into the world of tequila with pairing dinners and tasting alternatives, Torres says. “We’re joyful to accommodate friends that request extra beverage experiences and develop our programming as match.”
And Rreal Tacos can be perfecting its bar program throughout the board, Hernandez says, with the concept to take advantage of constant drinks within the metropolis. “It doesn’t matter what 2023 brings, we are going to push ahead with bringing tequila and mezcal to the lots!”
