Family Legacy

Family Values!

First I must say it was a long cold winter of no tequila blogging for the Pale Rider. Got a new job December first and my nose has been firmly pressed against the grindstone for months. Plus, nothing really exciting came across my screen, tequila-wise. In fact, I had a real let down when I found Chinaco in a local store after years of it not being available around here. I bought a bottle and it was, well, awful. Undrinkable. I don't know if the juice had gone bad or they've changed it or what. I used to love Chinaco and this stuff I wouldn't use to make a margarita for Canadian tourists.

But I digress.

So last week, in my local store appeared the first new tequila offering they'e put on the shelf in ages: Familia Camarena "Silver"/Blanco and Reposado tequilas. Camarena comes in an incredibly handsome bottle with a just-as-attractive price. Again, we find a 100% agave offering in the $20 range, which seems to be a big trend in the last couple years. (I wonder if Patrón is getting nervous). I grabbed the blanco, because I always go for a blanco first. As you know I favor blancos, not to mention that if the blanco is good, it bodes well for the rest of the lineup. Plus, I thought, "Well, if it sucks, at least the bottle is pretty. It'll look good in my collection."

I tasted it chilled with a couple pieces of ice. The nose was just what I had hoped for - floral and fruity with a nice huff of agave and spice. Taste-wise, I found it pleasing on a number of levels. A couple of the reviews I've read accuse the blanco of not being a sipper, but I wouldn't totally agree. (If Patrón can be called a "sipper" then surely this offering is!) True, Camarena's mouth-feel is thin and light, but it has a flavorful body with agave, citrus, chili-pepper and earth. It has a peppery pop, a spicy spike! But there isn't a lot of bigness in the body, and there's no bottom end to speak of. It's not too hot or alcoholish, and on a smoothness scale I'd give it a 7.5 out of 10. The most disappointing aspect is the finish, which leaves an ashy residue on the tongue. As a blanco enthusiast, I have come to expect an acrid finish, even from highly-rated tequilas. I "get" that wood-aging irons out some of the speedbumps in the flavor-profile, especially mellowing a bitey finish. Generally I'm saying this juice is pretty thin and one-dimensional.

I later made a basic margarita - or should I say "Cama-rita"? - with Camarena Blanco, and found that it stands up really well in the cocktail, imparting a nice tequila flavor. I'd agree the Cama Blanco is better as a mixer than on its own. It reminds me a little of what I like about Partida blanco, and what I dislike about Don Julio Silver, the former having a nice balance of agave and earth, the latter having too much "dirt".

Most reviews I have come across prefer the Camarena reposado to the blanco, so I look forward to sampling the repo soon.


Soy Muy Guapo!

More interesting than the reviews is the history of Familia Camarena - apparently one of the first-families of tequila for six-generations, and tangentially related to the Cuervos. The Camarenas came to Mexico from Spain in the 1780s and was one of the founding families of the town of Arandas in the Jalisco highlands, where the world's finest blue agave is cultivated. The family owns thousands of acres of plantation-land in the highest elevations (over 7000 feet), producing millions of weber blue agave plants. For generations the Camarenas provided agave for other bottlers, eventually going in to the tequila business themselves in the 1930s under the name Casco Viejo. The Casco Viejo distillery makes the well-regarded Don Agustin as well. The actual Familia Camarena tequila brand label did not exist until 2008, when E and J Gallo partnered with Casco to create Familia Camarena for the US market.

Clearly there is a nice marketing boost going on around the country (see "Taco Truck" campaign pic, below), and as always I am heartened to see other tequilas finding popularity and eroding the ground beneath the tyrant Patrón, while also pulling people away from God-awful mixtos like Cuervo. And while Camarena Silver isn't what I'd call an ulta-premium tequila, it'll find a place on my shelf. At $20 for a 100% agave juice, what's not to like?


Coming to your town: The Camarena "Taco Truck" dishin' out tacos y tequila