Uno – Dos – Tres – Rock ‘n Roll

Tres Agaves Tequila is making fans with those who are on behind the scenes as well.

Gotta love Rich Bartle at BIG Productions. Not only does he do some mighty fine production work, he’s one of Tres’ biggest fans and, he’s never to far from a flip cam (and apparently merchandise as well).

Get a load of the footage that he just “got” and how the Scorpion’s James Kottak preps for his drum solos.

Frieday Fact: Yanks Like Tequila (a lot)

According to the Mexican National Chamber for the Tequila Industry 135 million liters of Tequila were exported in 2009 – and most of it heads north. Nearly 108 million liters crossed the border, representing almost 80 percent of all Tequila exports. That’s a lot of shots and margaritas, folks. How about over 3.6 BILLION?

Ready for some shots in Guadalajara

The top five Tequila importing (drinking and/or consuming) countries also might surprise you. Here’s how they stacked up in 2009:

1. United States (108 million liters)
2. Germany (5.9 million)
3. Spain (3.1 million)
4. France (2.3 million)
5. Japan (1.4 million)

Winning Recipes from Margarita Challenge

Thea Sommers, who bartends at Carefree Station in Carefree, AZ was the winner of the Tres Agaves Margarita Challenge at the recent Arizona Taco Festival. Thea was clearly on her game with her Apple Pie Margarita and Sombero cocktails. She served them up with sass and class.

Check out these photos.

We have a winner.

For those who want to make these winning cocktails here’s the secret to Thea’s success:

Apple Pie Margarita
1oz green apple puree
1oz cinnamon simple sryup
2oz Tres Agaves Tequila
3 squeezes of lime
sparkling cider

Add all ingredients into shaker, shake well, pour into a tall glass with cinnamon sugar rim, garnish with apple and carmel.

Sombrero
1 slice red bell pepper
2 cilranto leaves
2 oz Tres Agaves Tequila
1 oz Tres Agaves 100% Organic Agave Nectar
2 lime squeezes
Float of Mezcal
habanero sauce(abourt 2 drops)
Smokey Salt for garnish

Muddle red pepper, cilranto, and agave nectar, add rest of ingredients, shake well, strain, pour over ice into a bucket glass, garnish with a smokey salted rim and a slice of red pepper.

Sounds better than yummy, Thea!

Tequila Talk – Jimador

Agave harvesting is tricky business. First of all, they take at least 8 years to mature. Second, if you harvest them too early you’re gonna wind up with a bitter batch. Harvest them too late then the Tequila will be too sweet. Perfecting the process is the job of the jimador (HE-mah-door).

Jimador tending to the blue agave

The jimador is the master farmer who tends, picks and harvests the Agave plants to ensure that they are of the highest quality and harvested at precisely the right time. They tend the fields, select which plants are mature, slice off the leaves to expose the piña – which is then cooked, fermented and distilled to produce Tequila.

Getting to the heart of the agave

Want to know more about Jimadors? Check out Lalo’s – Tequila Connoisseur Corner.

Frieday Facts – the Tasty Taco

Yummy goodness.

In celebration of this weekend’s Arizona Taco Festival I thought provide some quick stats on this American-adopted Mexican sensation.

God, I love these delicious bites.  According to Wikipedia the Taco predates Europeans where indigenous Mexicans served them up with fish -which is just how I like them.  At the Bay area’s La Corneta they make them fresh with salmon and a little bit of pico del gallo.  Give me that bit of northwest flavor with south of the border sabor. Yum.  You up north?  Try Taco del Mar.  I like the shack of a place in Seattle’s Capital Hill. And who knew the fish taco was so traditional?

Here’s some other facts you might not know about this tasty treat:

  • Bernal Díaz del Castillo documented the first taco feast enjoyed by Europeans, a meal which Hernán Cortés arranged for his captains.
  • The classic “U” shaped taco dates back only to 1949 and originates from Santa Fe, New Mexico.
  • Taco Bell serves over 2 billion tacos every year.
  • Largest taco ever was made in 2002 and was 16 feet long.
  • Indian Tacos (for your Burners out there who want to know what’s up when heading to Burning Man) are made with fry bread instead of tortillas.

Next time I’m heading to the Playa I guess I’ll finally have to try one along the way.

Taking work on one taste a time…

Welcome to the Tres Agaves Marketing blog. Here I hope to mix up a delicious- if not then at least refreshing- elixer that is 1 part marketing think, 1 part personal journal and commentary and 1 part 100% blue agave spirit.

The goal is to deliver a mighty fine cocktail but I’ve been on the job exactly two weeks today and if I’m gonna keep up with Tres’ expert Tequila mixologists (@ericrubinsf, @barryaugus, @chrisalvarezlv) then I’ve got some “work” to do.  What I do know is that I find Tres Tequila sublime and the 100% agave market is hotter than the Chihauhaun Desert.

Lucky for me the “work” starts tomorrow with an educational trip to the Tequila Valley to learn more about the fermentation, distillation and bottling process.  (And I plan to sample, taste and sip some of the finest that the region has to offer. )  Look for posts and videos from the trip (coming soon!).

It’s the start of a fun, exciting adventure.  I plan to document a lot of it here.  The goal is to create posts that offer stories from the road, ideas from the the marketing office, shout outs about the latest news along with thoughts about tequila, culture, the beverage industry.  And, God knows, I hope to share a recipe or two.   I invite you to share the ride and do the same: provide some commentary, pass on a favorite recipe and bust me in the chops when I need it.  I look forward sharing and learning with and from you.

Taste and enjoy.