The Consejo Regulador del Tequila (CRT), A. C., is an inter professional organization comprising all actors and production staff associated with the Tequila production. The aim of the CRT is to promote the culture and quality of this beverage that has gained an important place among the national identity symbols.
And they’re all business. If you needed any proof just get a load of this pic taken of the main board room. It’s like the the UN of Tequila.
It’s easy to get the impression from the submissions above that they are just about facts, figures and regulations. In short, that they are just another formal regulatory body that pushes rules to their audience.
They’re not. One look at their website and you will instantly know that they want to be more. They want to be part of the ongoing conversation about Tequila. They want to reach out, engage and encourage feedback. In fact, their website site is one of the most “social” sites I’ve ever seen. It’s all right there on the home page. The CRT home page features three main elements: a Facebook feed, a Twitter feed and a YouTube feed- featuring the reigning Miss Universe no less. (Wanna see the Miss Universe video? Click here.) In addition, they have social links at the top of the page to encourage you to spread their news so others can “join the conversation”.
A lot of companies, both B2C and B2B, could learn a few things from the CRT. It’s about using all their online channels to stimulate conversations. Case in point, via this post, it’s working.
As an aside, I would love to see the DPT or the DMV adopt the same format that the CRT has. Imagine the fun of joining in on one of those conversations? Think of the live pot hole tweets and cam shots of road repairs and delays. Seriously, the DPT and DMV could use some real time feedback from their customers. (I’m just saying…)
Yesterday in the office we were bantering around the word “bourgeois”. I had to admit I really didn’t know the precise definition. There was some shock and awe expressed. I retorted, “Do you know how many words there are in the English language? It’s a lot to keep track of, which is why we have dictionaries. Feel free to use them.”
Look up the word I did. (I’m aware the above word is actually French. Sarcasm intended.)
bour·geois1 [boor-zhwah, boor-zhwah; Fr. boor-zhwa] Show IPA noun, plural -geois, adjective –noun 1. a member of the middle class. 2. a person whose political, economic, and social opinions are believed to be determined mainly by concern for property values and conventional respectability. 3. a shopkeeper or merchant.
I also didn’t really know how many words there are in the English language. (I didn’t really know a lot yesterday.) Turns out I’m in good company. Nobody seems to know but it is indeed a lot. Get a load of this nugget from Wikipedia:
The Oxford English Dictionary, 2nd edition (OED2) includes over 600,000 definitions, following a rather inclusive policy: It embraces not only the standard language of literature and conversation, whether current at the moment, or obsolete, or archaic, but also the main technical vocabulary, and a large measure of dialectal usage and slang (Supplement to the OED, 1933). The editors of Webster’s Third New International Dictionary, Unabridged (475,000 main headwords) in their preface, estimate the number to be much higher. It is estimated that about 25,000 words are added to the language each year.
So to distill it down: at least 1/2 million words, growing at a rate of 25K a year. It is indeed a lot to keep track of. And I’m even disregarding such terms as “frienemy” and other fluffed up terms that have been recently added. FYI, while the English language has no governing body that keeps official track of official words other languages like Spanish and French have such bodies.
Comparatively there’s about 1/2 as many words in the Spanish language which could mean a couple of things: the governing body is more rigorous or restrictive and/or English speakers are more verboise. My guess is it’s probably both.
Think Champagne and you are likely to think of bubbly wine produced from some place in France – just like non-bubbly Burgundy or Bordeaux wines. The same goes Kobe beef. And Tequila spirits. They are all products officially designated by their specific origin. Think of Appellation of Origin as a trademark to protect and validate the designated product as authentic. There are also marketing advantages.
Case in point: Would you rather have Champagne or sparkling wine? Let’s face it “sparkling wine” doesn’t carry the same loftiness of Champagne. And because sparkling wine doesn’t come from the Champagne, with the region’s unique characteristics, it’s not (to use a popular 70’s phrase) “the real thing”. Officially, it’s a different thing that also has bubbles.
Wikipedia defines Appellation of Origin this way: A geographical indication (GI) is a name or sign used on certain products which corresponds to a specific geographical location or origin (e.g. a town, region, or country). The use of a GI may act as a certification that the product possesses certain qualities, or enjoys a certain reputation, due to its geographical origin.
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.
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!
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.
Bay Area folks: If you want to know which pubs are featuring these drinks, click here or pop me a comment. Happy to provide!
Stir ingredients with ice, strain into rocks glass filled with ice.
Twist a grapefruit peel over the drink, rub on the rim of the glass, and place into cocktail.
A thankfully easy drink to prepare. The ingredients were among the most exotic. Tried the Chamomile liqueur neat afterwards. Pretty dang good by itself. Would have been better and even great with a single cube of ice.
Taster notes: Anne: “Ahhhhhh, a sipping cocktail. Smokey but surprisingly clean.” Dean: “The lighter side of Scotch. I’ll have this drink in one hand and a cigar in the other, please?” Yina: “I’d call it a Rusticini.”
And then we headed to the 60’s hard-rock inspired Joplin’s Juice by Rob Albright.
1.5 oz. Tres Agaves Reposado Tequila
Dash of bitters
½ tsp. Agave Nectar
3 oz. Pineapple juice
Garnish pineapple and cherry
1. Fill shaker with ice
2. Add 1 full shot of Tres Agaves Reposado Tequila
3. Add a dash of bitters
4. Then add the agave syrup
5. Fill shaker with pineapple juice and shake
6. Strain over ice
7. Garnish with cherry and pineapple chunk.
Noticed in process that I didn’t have the amount pineapple juice written anyway. My third mistake of the evening. Winged it and went with an oz. which made the drink a tad too sweet and not as fruity as it was when I remade it the following night with the ingredients above. Yet, still everybody really like this.
Anne: “Tastes like the Carribean. Good down way too easily.” Dean: “A Tequila Mai-Tai with a hint of Vanilla.” Yina: “A sweet and sour Martini.”
The final drink was The Zapata by Barclay Spring.
1.5 oz Tres Agaves Reposado Tequila
1.5 oz Pomegranate mix
3 Dashes of Angostura bitters
1 Fresh lime
Dash of simple syrup
3 oz pineapple juice
Add all ingredients.
Pour into a martini glass with a sugar rim (if you hold simple syrup).
Garnish with a lemon slice, lemon twist or cherry.
Received this submission too late to include in the party but wanted to include it here since it will be featured at tonight’s crawl. Not sure what Pomegranate mix was so substituted Langer’s Pom juice. Also opted for the non-sugared rim and lemon garnish. While I was hoping for a brighter show in the glass it was still pretty dang yummy.
Tomorrow I’ll look back at last night’s event. Share some pics and announce the audience favorite. Stay tuned.
With the shopping behind me I was pretty much set except I still had to secure my panel of judges. It was a given that the drinks were free – a definite recruitment plus – but part of my “homework” meant that I would be serving as “acting bartender”, which in some people’s eyes could be a bit of a minus. (As the evening wore on some of their apprehension on my bartending capabilities turned out to be somewhat justified. You’ll see what I mean as you read on.)
With some emails and well placed phone calls I rounded up 7 friends who were game. We drew straws and narrowed it down to three for my un-official, un-professional but fun, tasting panel. Here’s a brief snapshot of my trio of non-experts:
Anne: Former NYC corporate executive. Chucked it. Moved to San Francisco. Current art school student. (Let’s just say she embraces change in her life.)
Dean: Six feet five inches of fun from the Oakland Hills and not afraid to let his Midwest roots show through.
Yina: Naturalized mainland Chinese. Pint-sized frame. Large personality. Want an opinion? Yina’s got one and is willing to share it.
I explained the ground rules and that I needed my tasters to offer an opinion on each drink. A few other notes: We cleansed the palate with some stone ground corn chips. A little salty but seemed to do the trick. We also decided to make the drinks in alphabetical order. I also prepared the drinks as close to instructions as possible.
So we were off. What follows is a listing of the first two drinks, ingredients, directions, my bartender notes and the non-expert, non-official -yet animated- commentary of the drink.
The first drink up was The Redevelopment created by Mathew Frantin.
Put ice and ingredients into shaker, shake and pour into an old fashion glass.
Garnish with lime and put straws in.
Bartender notes: The Redevelopment was originally named The Conquistador hence it was first on the list. My taster’s were impatient and wanted their first drink, ah like yesterday. I was derided because “everything” took way too long. “Thanks guys. I guess free booze wasn’t good enough?” Already feeling the pressure I realized that my shaker was too big which made it hard to muddle the jalapeno. Also make sure to muddle the jalapeno first! With a smaller shaker the jalapeno flavor would have come through better. Also I don’t normally “do” straws but they were helpful for sanity sharing of drinks throughout the evening.
Taster Comments: Anne: “Could be dangerous. Tastes like Hawaii.” Dean: “Refreshingly frothy. Perfect for the pool.” Yina: “Fresh with a solid kick at the end. Just how I like it. Great hot weather drink.”
Our second drink of the night was the Fillmo’better by Sean McNeal.
1.5 oz Tres Agaves Blanco Tequila
.75 oz St. Germain
1 oz lime juice
.75 oz agave nectar
.75 oz 99 proof bananas
1 cup whipping cream
Build in a shaker glass.
Add the Tres Agaves Tequila, St. Germain, fresh press lime juice and agave nectar.
Shake the bloody living hell out of it, and strain. (My favorite instruction of the night!)
Top with the foam, which should be the consistency of irish coffee whipped cream (ie, should be able to be easily poured and layer)
More instructions for me to make sure I got it right:I like to use a flash blender, adding a pint of cream, 1.5-2 oz. agave nectar, and 3 oz 99 bananas- 99 proof banana schnapps (or to taste). In a flash blender whip for 2-3 seconds.
In a whip cream siphon, of the liter size, proportion the mixture accordingly and fill to a liter and only add one NO2 charger. Shake and test pour, shake more if need be to achieve desired consistency. Again, it should be silken smooth and only firm enough to layer on the drink.
Bartender notes: Apparently the “bartender” was sipping a bit too much of the Tequila and I didn’t exactly get it right. I forgot the lime juice. Called a mulligan and reshot the hole. Surprisingly good the first time but much better the second time out with lime to balance out the St. Germain and Nectar. I also didn’t spring for the NO2 charger. Whipped up the 99 proof bananas and whip cream and got what I think was the desired end result.
Anne: “Ah, Yum. Tart, sweet with foamy goodness. Like a Gin Fizz but way better.” Dean: “An adult banana split. I definitely Feel’mo Better” Yina: “Creamy, dreamy. Bananas emerge after lime infusion.”
In tomorrow’s post we finish it up with the final three drinks.
Doing a little homework for this Wednesday’s Fillmore Street Holiday Cocktail Crawl, which is the Fillmore District’s (for you folks in San Francisco Bay Area) way to welcome the season and sample some tasty cocktails.
Here’s the plug for the event: It only costs 5 dollars and the “crawl” takes you to some of the hipper locales in the hood. Plus each pub will feature a special Tequila based cocktail that you get to sample. Plus all the registration money benefits the African American Art & Culture Complex. Yum and for a good cause. Sold?
Here’s what’s I signed up for: making, tasting and sampling all the featured drinks. At the event attendees will have the opportunity to text in their favorite- so one of these drinks will be crowned the Fillmore Favorite. Why not do a dry run and then compare their results to ours?
Thanks to Nirvino I got all the recipes and held a little pre-tasting with some hip, swank and cool friends that I managed to scrounge up. Securing the location, time and date of the event was easy – my place a time of my choosing. 7pm on a Friday worked for both me and my friends.
A somewhat harder and more time-consuming task was securing all the ingredients for the cocktails. Here’s a run down of the cocktails that I had to the goods on:
These nifty Tequila drinks included some pretty exotic specifics: J. Witty Chamomile Liquor, Luxardo Marachino Liquor, Bitter Truth Lemon Bitters and St. Germain-an elderberry liquor-not to mention Tres Agaves Tequila. I was able to get all this plus the requisite cherries, pineapple juice and lemons in one or two stops. So far easy enough but not inexpensive. The tab for the liquor ran over 120 bucks not including the Tequila that I had in my stash.
I had two more ingredients on my list: Kashmiri Chili Agave Nectar and 99 Proof Banana Liquor. Getting any chile-infused liquor was going to be impossible and I was definitely out of time to make it myself. Thankfully, Lenny who created a drink that necessitated this ingredient, offered my up some. Danke Lenny! Lifesaver. The banana liquor was a bugaboo. I went to no less than five places before finding it at a local chain store. Want to know which one? Click here. I don’t know why I didn’t start there. While they didn’t have 750 ML size. They did have a trial size.
Note: Two minis were the perfect amount for the recipe and it saved me some bucks, too. So, if you’re thinking about doing something like this in the future. Good tip for all you out there who might be crafting up some specialty drinks this holiday season.
My shopping was completed and I ended up with a table full of liquors, mixers, garni and tools. Take a look at the haul:
In tomorrow’s blog I’ll explain what happened when we started creating, mixing, tasting and discussing.
Everybody knows about Tequila but not everybody knows that Tequila is actually geo-denominated spirit named after the city of Tequila. This namesake town is a surprisingly untouched town located in central Mexico about an hour’s drive from Guadalajara in the state of Jalisco. In 2006 it was named a world heritage site for being the largest producer of agave spirits but there’s more to the city than just shots, limes and agave plants. Although you wouldn’t guess that by the monument that greets you as you enter the city. Get a load of this:
Sure. You should sample the juice. It’s delicious. And there’s a wide range of distilleries you can visit that range from small and quaint to full-on mass production houses. Yet, if you want to see what Mexico is like away from the beaches and high-rises and hotels Tequila would nonetheless be a good stop. It’s authentic Mexico where everyday folk come to work, socialize, shop, and go to church. It’s away from the hubbub of beach vendors or the bright lights of the big city. If it’s not about big business it is about the community’s business. And there’s nothing like waking up to the quiet on the main plaza and the Church of Santiago Apostol at sunrise- before business gets started.
Here’s some other facts about charming and rustic city:
Population: 26,809 (according to Wikipedia) Other sources have it around 35,000 (Still surprisingly small given that it’s only 27 miles from Guadalajara, which has 5 million inhabitants. Elevation: 3,996 feet (higher than I would have guessed, especially since it’s in the “lowlands” Tequila region. Industry: Corn, bananas, agaves plants and Tequila production (with more acres devoted to corn than agave) Other names: Santiago de Tequila, Pueblo Mágico