profiting from tequila!

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 (Vino De Mezcal)

• Reserved Primarily for religious purposes

• 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,

TequilaAccording 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.

• Unique in the Spirits industryEnsures 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

TypeType

Brand NameBrand Name

Hecho en MexicoHecho en Mexico

Agave Statement

Agave Statement

Distillery ID #On Back of bottleNOM 1449

Distillery ID #On Back of bottleNOM 1449

Bottle Size / ProofBottle Size / Proof

THE MAKING OF TEQUILA

Agave Agave CultivationCultivation

Tequila is made from blue agave weber and takes

approx. 7-10 years to fully mature for production.

CookingCookingPina’s are cooked in autoclaves, or adobe clay ovens to convert starch fibers into sweet agave

nectars.

FermentationFermentationCooked “pina’s” are pressed to

produceAgua De Miel and blended with Yeast Strains to produce raw

alcohol.

AgingAgingTequila is either bottled or aged for distinction.Blancos: 0-2 MonthsReposados: 2-12 MonthsJovens: Blended VarietalAnejo: 12 month+Extra Anejo: 3 Years

DistillationDistillation Fermented Agave

Sugars are Purified by

distilling 2-3 times in column

and or continuous pot stills.

• “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

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

“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

• Soften Pina & Convert Starch to Sugar

• Auto Clave Oven(8-12 Hours)

• Traditional Oven(2 + Days)

THE MAKING OF TEQUILA

Production Process: Agave RoastRoasting 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.

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 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.

• Fermentation is the process of converting Agave Sugars into Alcohol.

• Usually takes 3-5 Days• Longer Fermentation =

Fuller Bodied Tequila

THE MAKING OF TEQUILA

• 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 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.

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.

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

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 AÑEJOAged for a minimum of 3 years in small oak barrels

Premiumization. Is In….

Nielson Total US 52Wk ending 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 Sphere

GLASSWARE

1980 2014

vs

Garnish

1980 2014

vs

SEASONAL & LOCAL INGREDIENTS…

Cinnamon Pear Strawberry Cucumber

Hot Toddies Ciders Daiquiris Gimlets/G&T’s

Seaso

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rink

La Paloma2 oz Don Julio

ReposadoGrapefruit Soda

Squeeze of 1 limeGlass: Highball

rimmed with salt

Margarita1.5 oz Don Julio

Blanco.5 oz Cointreau

.5 oz Simple Syrup.75oz Fresh Lime

JuiceGlass: RocksTommy Margarita

2 oz Blanco/Repo Tequila1 oz Agave Syrup (eqaul parts

agave/water1 oz Fresh Lime Juice

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 designed for Tequila clubs

OUR OWN BIAS OPION

• 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 !!

Elayne Duff Eduff@mktg.com

www.duffontherocks.comFollow me on twitter at: @yummycocktails

http://www.slideshare.net/Elayneduke

Kevin VanegasKevin.Vanegas@Wirtzbev.com

Follow me on twitter at: @KevinVanegasWWW.KevinVanegas.com

MUCHAS GRACIAS !!!

CHEERS…