Oh No! The Tequila Bubble is About to Pop!

Bubble piece from CNBC.com (Thank you Lippy!)

Original Tequila Aficionado article by Christopher Zarus, AKA "Dr. Doom"

Y'know, I think the guy who wrote this is probably one of those people that is in on a "trend" early, or before the mass popularity happens. Once the thing starts to take off and Joe Blow on Main Street USA starts to talk about the thing, Mr. "I'm always ahead of the curve" is going to say, "I'm outta here!" It's a first-in, first-out" mentality. I wonder where dude was in 1992 when I had my first taste of 100% agave tequila? He was probably about to jump ship on Green Day.


Sailing off the edge! It's over!

I can confidently say that here in my neck of the woods, tequila is still on the runway, slowly ramping to popularity as knowledge improves. Around here, it's still about Cuervo and Patron. The more savvy drinker may have tried Don Julio, Milagro or Herradura. A lot of people I talk to think Sauza Tres Gen is the best of the best. And I actually played a bar the other night, Precinct in Somerville, that had El Tesoro. That's a first (for a non-tequila bar).

I agree, however, that there are too many brands, and surely some of the newer, smaller names are not going to survive. Would I invest in a start-up Tequila brand now? No. Would I have paid $80 million for Cabo Wabo? Hell no!

A New Generation of Down-priced 100% Agaves!

Casa Herradura's Retro Label.

The last year has seen the appearance of a few 100% agave tequilas in the $19 to $29 range. I've always liked a good value, which I define as getting a little more for the dollar. I've also always been willing to pay top dollar for something that is well worth it, while abhorring and avoiding things that are over-priced, like Patrón Tequila. But I'm happiest of all when I can get a big bang for the buck.

That's why I'm liking what I'm seeing on the shelves of my local package stores these days. As some of my favorite ultra-preems have disappeared, some very affordable non-mixtos have popped up. We're talkin' $20-ish. I like this trend. I think it's a good thing, for my wallet and yours, and good for the market in-general.

One might ask, how are the manufacturers doing this? How are 100% agave tequilas suddenly available at half of what they typically have been? One way they are doing this is using less-fancy, more mass-produced bottles. Makes you realize how much you pay for those beautiful hand-blown vessels.

Then there is distillation in a column still, as opposed to a pot-still, which decreases production costs.

I think the other thing, possibly the biggest thing, is marketing. Factors like competition, price-sensitivity, a growing interest in tequila in-general, increasing tequila knowledge and savvy-ness by the buyer, and more American and European ownership of the brands have led to better taste for less money. And there's money to be made in the growing tequila market, so brands are rushing to the table at all different price-points.

I think people are beginning to want something that's a step up from the Cuervo and Sauza junk, but it's a big jump from there to Patrón. Maybe it's too big a jump for some people, especially in today's market. Even Cabo Wabo, probably the other "familiar" brand name, is pricey. So the marketers are using cool, grabby-looking labels for shelf-appeal, making sure that the "100% de agave" is visible, and slapping on a price that says, "You can buy TWO of me for the price of that Patrón over there!"

One might ask, of these new down-priced labels, which is best? Are they all just good cocktail-mixers, or are any of them a good sipper, and a therefore real super-value?

My biggie of course has been the re-appearance of Espolón at $20 for both the blanco and repo. Mixable? You bet! Sippable? Indeed! I like the blanco a little better than the repo, and I take the blanco on the rocks.

Now there are more! Antiguo de Herradura is another. The local store that carries it has the blanco mis-priced at $29.95, so I didn't buy that, but the repo was $24, so I grabbed one. This one is a great mixer and I have made some nice cocktails with it. It stands up nicely. As a sipper, well, it was ok but was not as smooth as the Espo. The Antiguo has a bit of a burn. And that's ok if you're making 'ritas or Palomas!

Last year, one of the first one of these $20 bottles hit the shelves -- Tenampa Azúl by Centennario (a Cuervo product). This so far has been available as a repo only. Some people like Azúl as a sipper, but not me. Again it's a little hot and edgy for my pallette. But hey, with Azúl being $20, I'll never buy Tradicionál again, which has gone up, ridiculously, to $29. That's one of those overpriced things I'm talking about that just curdles my blood.


Notice the Plain Bottle...

Before that, El Jímador (by Herradura) was my mixer of choice, being among the first really affordable 100% agaves on the market. But then that became a mixto for a while, before returning to 100% again last year. El Jímador is still a pretty good deal at $30 for a big 2 liter jug of the reposado. I noticed when I was in Mexico back in February, Jímador blanco was the default standard for margaritas if you didn't specify the tequila.

I just noticed my local store has begun carrying Agavales, another 100% that I saw a lot of in Mexican stores. Price here locally? $11. I shall have to try it.

So far, however, nothing beats the Espo for quality and price. I mean, I was happy to pay $40 and up for it back when it was on US shelves between 2002 and 2008. So now, are you kidding me? I'm in agave heaven here!

And perhaps -- one can hope -- that the mixto itself may one day be a thing of the past!

Herradura brings Antiguo to US

2010: Año de Agave?

¡Hola amigos y feliz año nuevo!

Your tio Drew had a very big and busy holiday season. Of course much good tequila was enjoyed.

We are looking forward to a trip to Mexico in a month. Bringing the fam to Cabo for a week. Little Drew will be turning 3 there on Feb 16th. A piñata birthday will be in order! On the beach! ¡Vámos a la playa!

Just heard from Ryan Hutchins of Tequila Uno, and he promises to get a sample my way soon. To refresh, T1 is the new ultra-premium tequila master-crafted by Germán Gonzalez, the man responsible for the highly regarded Chinaco Negro and other fine tequilas. Germán is from a renowned aristocratic family who owned the distillery Gonzaleña. His Great Grandfather was El Presidente de Mexico. This man has blue-agave running through his veins!


Dos del Uno

While I wait with baited breath for my sample, Ryan sent me a nice hi-res pic of the T1 blanco and repo in their crystal decanter-style bottles. Feast your eyes! Makes your mouth water, don't it?

¿Milagro, Si o No?

I am muy bonita, no?

Every freaking where I look all of a sudden, I see Milagro. Bars, restaurants, events, everywhere they're peddling Milagro. They must have some damn good marketing.
So, I've been trying it. First, I tried the blanco. Not terrible. I didn't hate it on ice. It's pretty smooth and I'd say it's as-good or better than Patrón Silver -- and a lot cheaper. The reposado and anejo, y'now, not great, not bad. The anejo I liked pretty well. It's oakey.

The whole thing is sort of, "pretty bottle -- pretty average tequila". For the money it's fine. There's nothing really NOT to like. I think it's a case of marketing to the new and growing taste for high-end tequila. It's un-adventurous, it's safe, and and it's less expensive than Patrón. So, the average Joe and Jane will know the names Cuervo, Patron, maybe Cabo Wabo, and now Milagro.

Then, astonishingly and out of the blue, a friend gifts me with a beautiful bottle of Milagro Reposado Select Barrel Resrva. Apparently the guy at the liquor store recommended it. Really nice bottle. The tequila inside is initially very strong on alcohol, probably due to the triple distilling. You have to let it decant for a while. Then you'll notice a pretty decent repo; not in my top-five, and not particularly outstanding in any way. But I like it on ice and the blown crystal bottle makes a very nice addition to the collection.

I certainly like it better than the standard repo, which was my least favorite of the basic three.

So far, the Milagro line-up isn't really poking me in the eye. I'm gonna have to hit this gift bottle a little harder. Until then, the jury is still out...

Here's the reserva review on Tequila.Net

Red Rocker's Business Ventures in the BLACK!

New Cabo, Same Old Wabo?

Gotta hand it to Sammy Hagar; the notorious "Red Rocker" has certainly proved himself as a big-time money maker. A decent guitarist he may be, but if his guitar chops were as good as his entrepreneurial skills, he'd put Eddie Van Halen himself to shame. Hagar was the smartest member of Van Halen, to be sure. Instead of making news for how much he drinks, he makes booze for people to drink. Of course we refer to his premium tequila brand, Cabo Wabo, whose majority share was bought last year by the Italian company Campari/Skyy for a whopping $80 million. And that's dollars, not pesos. (Campari and Sammy have done a redesign of the CW bottle, making it more classy, and have actually changed the distillery to one recently bought-out by, conveniently, Campari). But Sammy, who still owns 20% of CW is not only a spirits baron, he controls his restuarnt/nightclub venture as-well. His infamous Cabo Wabo Cantina nightclub in Cabo San Lucas, Mexico, is now a brand of it's own, expanding to Vegas and elsewhere like a Mexicali Hard Rock Cafe.

Now I Can Afford ALL The Red Guitars in the World!!!


About Sammy Hagar
Sammy is a professional rock and roller, restaurant owner, vintage car collector, gourmet chef, and tequila connoisseur with a passion for quality in everything he does. Sammy’s accolades include the journey as singer and songwriter for Van Halen for 11 years, a highly successful solo career both before and after his run with Van Halen, and an early stint with Montrose and now a Rock ‘n’ Roll Hall of Fame Inductee. Throughout his accomplished career, Sammy’s combined record sales, when considering the above resume, exceed 60 Million records sold! As founder of the most rockin’ clubs in the world (the Cabo Wabo Cantina in Cabo San Lucas, Mexico) and producer of one of the truly premium Tequilas in the world ( Cabo Wabo tequila), Sammy has established himself as an astute and extremely successful entrepreneur.