Partida Tequila Taking Growth Step with New Distillery

"Party" is my middle na...er, my first name, sort of...

Dateline SAN FRANCISCO: “We are on a growth trajectory and we’re working to meet increasing demand,” said J. Gary Shansby, Founder, Chairman and CEO of Tequila Partida in announcing Partida’s move to a new distillery. “We’re maintaining the same taste profile ─ characterized by smoothness, elegance and pure agave taste ─ that has made Partida the highest rated tequila in the world.” F. Paul Pacult, America’s leading spirits expert, recently rated Partida Reposado as the best tequila in the world and one of the five finest spirits in the world.

In order to guarantee the product quality from the new distillery, Partida gathered five of America’s top tequila experts in New York including Pacult, Steve Olson, Misty Kalkofen, Phil Ward and Jacques Bezuidenhout to test the pilot run of Partida Blanco from the new distillery in a blind tasting versus the most recent Partida Blanco production from the prior distillery. Partida also tasted in San Francisco with Julio Bermejo, the ‘Ambassador of Tequila’ to the US. The results, by unanimous agreement, were spectacular. “This tasting was the ultimate statement of integrity,” said Steve Olson. “Partida has only one goal, which they achieved ─ to make the same superior product they have always done ─ and to assemble a panel of such discerning critics was a bold and courageous decision.”

Added Paul Pacult, “Partida has always been uncompromising in their quality. They have reinforced their leadership in the ultra premium tequila category yet again with this unprecedented pilot run tasting.”
Julio Bermejo commented, “Since they launched Partida has been at the forefront of distillation technique in the Tequila Valley.”
“I’m thrilled that a panel of such tough critics loved our pilot run product and endorsed the process,” said Mr. Shansby, “and I’m committed to transparency and full disclosure during the distillery change.” Other tequila brands have made distillery changes to accommodate growth but none have been as candid and transparent as Partida or as rigorous in assuring absolute consistency. “We’re staying true to our Mexican heritage and the authenticity of our brand,” continued Mr. Shansby. “This distillery change will ensure that we’re able to maintain the consistency of our product quality even as we expand our production, something we couldn’t be sure of had we remained in the old facility.” Partida is documenting the entire process of the distillery change ─ complete with photos and video ─ in a case study, which will be made publicly available.

In addition to the US panel, Partida tasted with six respected experts from the Mexican Tequila Academy in Guadalajara, Jalisco, the leading tequila authority in Mexico. Francisco Hajnal, Founder and President of the Academy, said, “The Partida samples I tasted from the pilot run are extremely well made and consistent with Partida’s renowned quality – in fact, even better than ever!”

Tequila Partida’s previous distillery in Amatitan is owned by the Partida family. “We are appreciative of the contributions from the Partida family in our early years as we embarked on this exciting journey. Their friendship and contributions to our success have meant a great deal to us.” The new Partida distillery, Fabrica La Autentica, is in the town of Tequila in the state of Jalisco just a few miles down the road. Tequila Partida brought in the same team to run the tequila on the same equipment, with the same 100% pure estate agave from the same location, and of the same age, sugar content, and specifications.

The Partida recipe, known to only four people in the world, will not change. “We got just the response on the pilot run that we were looking for,” said Partida Maestro Tequilero Jose Valdez. “Coming from such esteemed tequila experts, we couldn’t be happier.”

7 Leguas Reposado, Poppin' Fresh!

A Bottle o' Bang!

As I write this, I'm enjoying a nice highball glass of Tequila 7 Leguas Reposado on ice. This is exactly the kind of repo I like, and I'll tell you why. Most importantly, it has a big agave bang - a nice big pop of agave. I like a repo that leans more towards a blanco, using just a gentle resting to smooth the edges and mellow the bite. Everyone knows by now that I prefer blancos above all, because to my palette, nothing is better than a well-crafted and un-messed-with distillation of agave's first-pressing. Of course, I appreciate a wonderful aged añejo as much as the next guy, but I'd trade that any day to find the holy-grail of blancos.

The 7 Leguas is right up my alley with it's strong agave presence. There's a touch of woody mellowing, but the wood does not get in the way of the agave; indeed, it cradles it. This gives 7L repo a very full bodied taste with a nice smooth and lasting finish. In this case, the 8 months of aging in white oak barrels does what it should do: enhance and amplify the agave, adding a layer of depth, complexity and finish that the blanco alone cannot provide.

Casa Siete Leguas

Reviews on Tequila.net

Notes: 7 Leguas invented the Patron label, and the original Patron was made in 7L and distributed in the US from 1991 to 2002. There is no longer any association with Patron.
7 Leguas is made "de tajona" -- the ancient technique of grinding the agave with a stone wheel, driven by mules.
7 Leguas (meaning 7 leagues) was the name of Pancho Villa's horse.


The rebel Panch Villa and his steed, the famous Siete Leguas. (He never pulled the tajona)

La Gingerita!

I'm Air Ginger. Fly Me!

Here on the Rancho it's always cocktail hour, and ginger is all the rage right now. Give this one a try-- it's a combination of Espolón Reposado, ginger beer, and lime juice. Cheers!

Gingerita:
1 oz Espolón Reposado Tequila
1 oz Ginger Beer
...1/2 oz freshly squeezed Lime Juice
Stir ingredients into an ice-filled highball glass. Garnish with a lime or lemon wedge.


That'll put some fuel in your tank! Mmmm mmmm.

Summer's End Espolón Cocktail!

It's berry delicious!

It's called a strawberry basil margarita. It uses my favorite, Espolón. I think that's a boring name for a cocktail. But, well, I can't think of a better one, so, here you go:
'Rita Recipe

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

Dia de Tequila - National Tequila Day!

Well, apparently July 24 is national tequila day. Here on the Rancho, EVERY day is tequila day, but what the heck! I'll buy in to the faux-holiday with an extra shot of the good stuff. I'm thinking Partida, and the perfect Margarita. I have made this one before, and blogged about it. But now my humble opinion has been validated by a so-called expert, who appreared on, of all things, Martha Stewart's blog, mixing this Partida-Rita. Hey if Martha thinks she's a tequila expert, then what does that make me? I'll tell you right up front, I don't know shit about nice curtains or how to host the perfect party on a yacht. So Martha, why don't you stick to baking really good pies, and I'll blog about tequila, whaddya say?

Cool It! Here's the Rita Sangre

Sweltering! 100 degrees in the shade! The doggiest dog days.

What's a tequilero to do?

Put the heat on ice with a tangy refresher, The Rita Sangre!

This one is easy:

Mix your favorite 100% agave mixing blanco -- Azul, Jimador, Antiguo -- in to a tall icy glass of Blood Orange Italian Soda (gettable from Whole Foods).

That's it!

You can squeeza a little lime on top or garnish with a wedge of orange.

Cool it baby!

Photo to come....

A Summer Refresher!

Where's the ice?

Ok, here's one that'll cool ya down! I'm gonna call it La Paloma Rosa...ain't that a purty name? She's totally simple: the 100% agave blanco or reposado tequila of your choice (I have used Cazadores repo) and Pink Grapefruit Italian Soda -- from Whole Foods! Pour it in a tall glass over lots of ice, and add only a squirt of lime juice and a quick drizzle of agave nectar for added sweetness.
For a more frothy version, crank up the ol' blender. That's what it's there for!

Quick Espo Update (of post below).

Taking a closer look at the label of the Mexican Espolón, I found that it's a 38% alcohol bottle. Doh! That would explain ultra-unusual short, round bottle I found there in Cabo. I mean, even in Mexico, Espo has always been in a tall bottle. So the shorty is a 38% release, as opposed to the typical 40%. And of course, here I am comparing the new Espo -- a 40% -- to the Mexican 38%. No fucking wonder the new American release tastes hotter and harder, as I decribed. Woops! Well there you have it!

Verdict: The "NEW" Espolón is the SAME tequila as before, with new bottle, label and marketing.

Whew!