Tres Agaves in “Cherri Future”

The last decade or so has seen the rise of the independent film.  Whether it was a blockbuster hit like “My Big Fat Greek Wedding”, or a critics favorite like this Oscar hopeful “Winter’s Bone”, Indy flicks have shown they’re ready to compete with the big boys.

As we begin to gear up for the Summer of 2011, keep your eye out for Cherri Future.  Directed by Paul Gervasi, based on a true-to-life story, and featuring Tres Agaves, the film chronicles the alternative hard-rock band Trouble in Heaven as they struggle through adversity and ultimately emerge triumphant. While the crew doesn’t want to give away too much too soon, here are a few clips and stills worth a look.

Paul in the Desert

A clip of the crew talking about Tres Agaves in Cherri Future

Check out the Cherri Future’s Facebook page here.

Or Trouble in Heaven’s MySpace page here.

Tres Agaves @ BeMyApp & Agave Agape

Tres Agaves was featured over the weekend at a couple of great local events.

If you’re a developer in San Francisco, you might have caught BeMyApp going on at the pariSoma Innovation Loft.  The concept?  90 people get together on Friday to design the next great mobile app by Sunday.  Nothing gets ideas flowing like Tequila.  The minds behind the next Angry Birds kicked things off on Friday by squeezing limes and suckin down fresh Margaritas.

From Tres Agaves’ event representative Maria Ferrer:

“Techies from different parts of the world love-love-love to make their own world-class Tres Agaves Margaritas.  They are all falling in line at the “MYOM” station (Make Your Own Margarita) station for the TAP experience!  Great TAP reception at pariSoma BeMyApp event:)”

Check out BeMyApp’s blog to hear more about the event, and to read about some of the all-star developers involved.

While they were crunching 1’s and 0’s in SF, Tres Agaves was display at the Agave Agape, Tequila Tasting & Auction Fundraiser.  What the heck is ‘Agave Agape’?  It basically just means, ‘to love tequila’, and the 100 or so people there all did.  Noted Tequila expert and friend of the brand Joanne Weir was also on hand signing her book “TEQUILA: A guide to types, flights, cocktails and bites”.

From Tres Agaves NorCal Promotions Manager Rafael Amador:

“I knew it was going to be a special night when I walked in the small intimate venue, with my niece’s original training saddle, cowboy hat and my own suede gavan for display.  The noise level went down and could feel the stares asking ‘What the…!’ I brought two 2 glass containers, both we filled with fresh limes, and in the front one I threw in some serrano chilies in to the mix. We passed out Sangrita and it really did get the ‘OMG, you have to try this!’ comment from a lot of people.  I made it with just about the right kick, and added salt and pepper to my own taste. (you can check out the recipe here ). Best part of the evening? Our Reposado won the taster’s choice award!”

That’s it for now.  If you don’t want to miss out on other events like these, make sure to sign up for the Tres Agaves Newsletter.

Uno, Dos, Tres Agaves on National Margarita Day

While many debate the origins of the most popular American cocktail, the Margarita, we know one thing for certain – Tres Agaves was born with a mission: to make the freshest, most authentic and delicious Margarita the world’s ever tasted, and the reason is simple:  We keep it simple.

100% pure agave Tequila.  All-natural Agave Nectar.  Fresh lime juice. 

NO corn syrups. NO food coloring. NO artificial sweeteners. 


Just pure Margarita greatness.
 

In honor of National Margarita Day, Tuesday, February 22nd, 2011, Tres Agaves is here to remind you that all it takes is Uno, Dos, Tres.

Uno – 2oz Tres Agaves Tequila
Dos – 1oz Tres Agaves’ All-natural Agave Nectar
Tres – 1oz Fresh squeezed lime juice


The result = Perfecto.

Our suggestion: pop down to your local Hispanic or specialty food store and ask for ‘Mexican’ or ‘Key’ limes (different than your standard ‘Persian’ limes). They’re a little smaller in size and it may take a little extra squeeze-action to get your 1oz – but the juice offers a really special tart/bitter complement to the Tequila and Agave Nectar. There’s a reason they only use Key limes in traditional Mexican Margaritas!

Eric Rubin’s Journal: Tequila Interchange Project

Should foreign ownership of Tequila brands be allowed? Some argue no, but Eric Rubin disagrees with this view. In his most recent blog, Eric shares his thoughts on his trip to Mexico with the Tequila Interchange Project…

Ok, so I recently took part in the 2nd trip of the Tequila Interchange Project.

For those of you not familiar with the Project, I’ll let their mission statement do the talking:

“We’re a network of professionals engaged in promoting the education of the culture of Tequila in their local communities and abroad. We strive to create a highway of knowledge between teachers, workers, and connoisseurs of the culture of tequila, from the agave fields in Mexico to the cocktail bars across the USA. We are a network of connections and partnerships. We are both professor and pupil. We are the bridge of communication towards the future of tradition for tequila culture.”

I was fortunate to be selected and had a blast with my fellow team members. I admit that the radical leftist views of Latin American professors took me a little surprise, proposing no foreign ownership of Tequila brands! – but their knowledge, passion, and connection to the region were all very impressive.

The education and conversational aspect of the trip is what I found the most interesting, but I did feel that some of the goals expressed – while rooted in good intentions – could be problematic if not impossible to implement, and may be unfair to the large producers; not to mention small producers that are just starting to forge their own path…

Getting to your Proper Margarita

Hey

Today I was gonna write about the awesome home-cooked, holiday supper we had after yesterday’s sales meeting -each course featured a Tres Agaves product. But that will have to wait – check it out next week. Instead I’m reprinting a blog post done by Libation Lab’s Quinn Sweeney on the “proper” margarita.

Thanks for the words, Quinn!
——————

As much preacher as teacher, Eric Rubin is the agave evangelist from Tres Agaves Tequila who ran our Nirvino cocktail education event last week on making a proper margarita.

Conspicuously absent were the corn syrup, sugar cane spirits, sour mix and orange liqueur. Rubin promotes a margarita comprised simply of 100% agave tequila, fresh squeezed lime juice and agave syrup. His preferred 2:1:1 ratio is a bit sweet for me, but the quality of the simple drink shines through regardless.

The key to this recipe is the quality of the tequila. You get into trouble as soon as you pick up a bottle of “mixto” tequila, which is never indicated on the bottle with an honest “49% high fructose corn syrup” but simply by omission of “100% agave”. If the label doesn’t say “100% agave”, it isn’t.

I believe that if you prefer a fruity or exotic margarita, there’s no rule against modification, but remember that quality and simplicity are crucial. Substitute sweet and fruity ingredients for some or all of the agave syrup or lime juice to to maintain balance.

Rubin however, warns against frozen margaritas: “If you just blend up good ingredients with ice it both dilutes the drink and will also separate almost immediately due to no additives. The reason frozen ones with bad ingredients have such great texture is because they use corn starch or other thickeners to give it that milk shake smoothness.”

He does allow for salt in moderation, and told me, “… it came about during a bout of Spanish influenza in 1919/20 in Mexico. Almost all doctors told their patients to put lime and salt with almost all of their food. That led to Mexican men preferring their beer this way, which led to the whole shot with salt and lime phenomenon as well as salt on margaritas.”

So to recap, a proper margarita is the product of care, simplicity and purity as you will find in the recipe below.

The Tres Agaves Margarita
o 2 ounces Tres Agaves Blanco tequila
o 1 ounce agave syrup
o 1 ounce fresh squeezed lime juice

Shake all ingredients with ice and strain into a glass with fresh ice.

Winning Cocktails at the Fillmore Holiday Cocktail Crawl

In the past few posts I’ve documented how I purchased, prepped and served all the Tequila cocktails that were featured at last night’s Fillmore Holiday Cocktail Crawl.

After my hosting duties were completed, I got to hang out with the 400 plus folks who attended and compare my creations with the experts. As a reminder here’s the drink list.

  • The Redevelopment
  • Fillmo’better
  • Jalisco Blossom
  • Joplin’s Juice
  • The Zapata
  • I sampled everything but The Zapata, which was “out” by the time I got there. So I’m trusting the law of supply and demand and that it must have been pretty tasty. All the drinks were high on the yum scale. In my own biased opinion my versions stacked up well against the Fillmo’better, the Jalisco Blossom and Joplin’s Juice. This is not to say I prepared better drinks than these Bartenders – only to say that they weren’t signifcantly worse.

    Sean McNeal’s 99 proof banana “frothing” on “Fillmo” was clearly on the money and on my lips. Mine was a little heavier in the glass – but still not bad. I preferred my version served up neat in a Martini glass. As you can see, though, I had no problem getting to the bottom of the glass. And apparently neither did anyone else as it was chosen the audience favorite. Congrats Sean!

    Finishing the Fillmo'better.

    The Redevelopment was clearly better and deLISH. It WAS the muddling of the Jalapeno. It made all the difference. It was spicier, better balanced. It was all at once sweet and sour with a pepper finish that made it come alive.

    I was too focused on enjoyed this and not focused enough on getting a shot. Wish I had a picture to share but, alas, I do not. I did snap this clinking of glasses though. A perfect way to finish off a great evening.

    One final toast.

    Bay Area folks: If you want to know which pubs are featuring these drinks, click here or pop me a comment. Happy to provide!