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.
Last week to celebrate the year – and finish off our company sales meeting – our affable CEO Barry Augus had us all over to his place for a potluck of sorts. Chris Alvarez our VP of Sales had grill duty and was fixing up chicken and steak. Jamie Chilberg, our NorCal rep, was mixing up the Margaritas and “keeping them comin’”. The rest of the team was responsible for everything else. I say it was a potluck “of sorts” because there was one catch: each item had to contain at least one of our own products: Tequila, Cocktail-Ready Agave Nectar or Margarita mix. The company sprang for all the ingredients and all the cooking was done in real time. Prizes would be awarded. Let the cook-off begin.
We all carpooled over to Barry’s in the late afternoon and found a kitchen full of ingredients waiting for us. Sensing the potential for “crowded BART rush hour” conditions I strategically dove in early to complete my dish. 20 minutes later, my cooking was done and I could focus on my three favorite pastimes: eating, drinking and carrying on.
It was a great evening – 1 part Thanksgiving feast, 1 part kitchen laboratory, 1 part Tales of the Cocktail. While there was some winging it most everything turned out as planned. And some of the creations were down right yummy and worth sharing. Here’s some of the crowd faves:
Tequila-Marinated Shrimp (via Better Homes & Gardens) by Pamela Smith, Controller
Shrimp dredged in Tequila, garlic and lime. Yum!
2 pounds fresh or frozen medium shrimp, peeled and deveined, leaving tails intact
1/4 cup olive oil
3 tablespoons finely chopped onion
5 cloves garlic, minced
¼ cup Tres Agaves Añejo Tequila
¼ cup lime juice
2 tablespoons snipped fresh cilantro
1/8 teaspoon salt
Thaw shrimp, if frozen. Rinse shrimp; pat dry. Set aside. In large skillet heat olive oil over medium heat; add onion and garlic and cook about 3 minutes or until tender. Add shrimp and tequila; bring to boiling. Boil gently, uncovered, for 3 to 5 minutes or until shrimp turn opaque, stirring occasionally.
Transfer shrimp mixture to a bowl. Add lime juice, cilantro, and salt; toss to mix. Cover and refrigerate for 2 hours, stirring occasionally. Drain before serving. To keep these tongue-tingling shrimp well-chilled during a party, place them in a bowl nestled inside a larger bowl of ice.
Makes 10 to 12 appetizer servings.
Make-Ahead Tip: Prepare as above. Cover and refrigerate for up to 24 hours, stirring occasionally. Drain before serving.
Banana Cream Pie with Sweet Walnut Cream Crust (via Raw Epicurean.net) by Ned Cartmell, Marketing Manager
OK, this looked a bit weird on the table but it tasted great. I would recommend a little whipped topping to dress it up.
Also Phylum Husk powder is soluble fiber, which is a good additive if you want to stay regular; otherwise completely unnecessary here. The young Ned opted out of this ingredient.
Sweet Walnut Crust:
1 cup walnuts
¾ cup chopped dried apricots
2-3 chopped dates
1/3 cup agave syrup
1 cup cashews
½ vanilla bean
1 tablespoon phylum husk powder (optional)
2-3 bananas, cut in to ½ inch rounds
For Sweet Walnut Crust:
Place the first three ingredients in the food processor and process into a moist meal. While the processor is running slowly pour in the agave until the mixture turns into a ball. Press sweet crust into a 9-inch pie dish to form pie crust.
Place all ingredients in a blender and blend until smooth.
Cut bananas into ½ rounds.
Pour the cream filling into the sweet pie crust. Top with sliced bananas in a circular pattern for a pretty presentation. Serve at room temperature or chilled.
Avocado Chipotle Dipby Eric Rubin, Founder and Brand Director
What can I say? Eric’s a master with a food processor.
2 ripe avocados, halved, pitted, and sliced
1 cup sour cream (regular or light)
1/2 cup mayo (regular or light)
1 ounce fresh lime juice
1/2 cup fresh cilantro, chopped
4 chipotle chiles en adobo, chopped, plus 2 tablespoons of the adobo sauce
2 medium green onions, sliced thin
Salt, to taste
In a bowl or food processor, mix all ingredients except green onions. Transfer to a serving bowl and mix in green onions. Add salt to taste. Chill until flavors meld, about 1 hour. Serve with tortilla chips and sliced cucumbers.
Tequila Citrus Cranberry Relishby Parker Trewin, Director Marketing
I did a version of cranberry sauce recipe that my cousin Dana Towle Wigton gave me (thanks schweets!). I had it years ago while visiting her in Maine over Thanksgiving. I loved it and have been making it every year ever since. I mixed it up by substituting nectar for sugar and adding a kick of Tequila. (If you want to get really crazy add a teaspoon of Cayenne Pepper. Finishes it off with some heat.)
¼ cup water
1 package fresh cranberries
¼ cup blackberry jam
¼ cup Tres Agaves Cocktail-Ready Agave Nectar
2 ounces Tres Agaves Añejo Tequila
2 tablespoons fresh grated orange peel
¼ cup chopped walnuts
Boil water. Reduce heat to at least medium. Add ingredients. Stirring frequently, wait for cranberries to pop and the mixture to thicken. (About 10 minutes.) Remove from heat. Chill to room temperature. Serve.
For the salad: Heat a grill pan over medium-high heat or preheat a gas or charcoal grill. In a large bowl add the romaine lettuce, corn, zucchini, and shrimp and drizzle with olive oil. Season with salt and pepper to taste. Grill the romaine lettuce, turning occasionally, until crisp-tender and browned in spots, about 2 minutes. Coarsely chop the grilled lettuce and add it to a large salad bowl. Grill the corn and zucchini for 2 minutes on all sides until crisp-tender. Remove the kernels from the corn and add to the salad bowl. Chop the zucchini into 1/2-inch pieces and add to the bowl. Grill the shrimp until the meat is opaque and cooked through, about 2 to 3 minutes on each side. Cool slightly and cut into 1/2-inch pieces. Add the chopped shrimp, butter lettuce, tomatoes, and avocado to the bowl.
For the dressing: In a small bowl, whisk together the lemon juice, olive oil and Tres Agaves Cocktail-Ready Agave Nectar until smooth. Season with salt and pepper to taste.
Pour the dressing over the salad and toss until all the ingredients are coated. Garnish the salad with tortilla strips and serve. Serves 4.
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…)
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.