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 Shines at the Ultimate Spirits Challenge

The award season for movies is over, but for Tequila, it’s just getting started.  The results are in at the Ultimate Spirits Challenge, the Oscars of the spirits world, and let’s just say that Tres Agaves is starting to look a whole lot like Jack Nicholson.  Tres Agaves is…

  • The only brand ever to score 90 or above in all three expressions: Blanco, Reposado & Añejo
  • Second-to-none across its portfolio with an average score of 91.3
  • The only Tequila to be a finalist in 2 out of 3 expressions
  • Still the holder of the highest ever single Tequila rating with a 97 for its Añejo in 2010
  • Still the all-time leader with 3 Chairman’s Trophies

USC Judge Sean Ludford

Listen to this note from USC judge Sean Ludford talking about our Blanco

“Vibrant and sweet agave aromas dominate with supporting notes of citrus, pear, and hints of wild mint. Wonderfully proportioned with a silky texture making it ideal for sipping or mixing.”

Here he is again talking about our Reposado:

“Wonderfully fresh with baked tropical fruits, complimenting barrel notes, and hints of lime juice. Ideally balanced and perfect for sipping or mixing.”

Perfect for sipping or mixing!  That’s what we’ve been saying all along!

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…

The Inspiration Behind Tres Agaves

What do you need to come up with a simply great name like Tres Agaves? A trip to the Los Altos region in Jalisco for an amazing outdoor fiesta certainly helps. And if you’re lucky you’ll get some inspiration from the view. Tres Agaves Founder Eric Rubin explains…

The art of making Tequila

One of the great things about my recent trip to the Tequila Valley was that I got to see a lot of distilleries and learn first hand how each distillery adds their personal stamp to their batches.

All Tequilas start with the basic ingredients- agaves, water, yeast- and must be produced in one of five states in Mexico – Jalisco, Guanajuato, Michoacán, Nayarit, and Tamaulipas. The master distiller adds his/her own processes and techniques to arrive at a very distinct flavor. Some distilleries are mammoth like Herradura. Others like Cofradia are contracted by many to produce a variety of brands.

El Llano (meaning “the Plains”) is a small, boutique distillery that was founded in 1900 by one of Mexico’s foremost Tequila families. Eduardo Orendain is a fifth generation Tequila master. His pride and passion show in every word he utters. He was a complete joy to talk with and meet. While down there we recorded Tres Agaves’ Eric Rubin as he took us on a tour of the “fabrica” and highlighted why some might fine Tequila flows from El Llano’s stills.

Note: The “tour” progressed to the tasting room and, er, we “forgot” to get footage. Next time I’ll add more from the cellars and tasting rooms.