The Miracle Men Behind Milagro Tequila

[Moises (Moy) Guindi, one of the two dynamic founders of Milagro tequila, and J.P. DeLoera, Milagro’s Texas Brand Ambassador, hung around after The San Antonio Cocktail Conference held in January, 2015. Tequila Aficionado Media chased down these two gentlemen for a rare chat at the bar of the luxurious Westin Riverwalk Hotel.]

MilagroBarrels

Ambassadors For the Modern Mexico

The time was 1997, and Europe had just signed a trade MilagroAgaveagreement with Mexico.  It officially recognized such spirits as scotch and cognac, among others.  In turn, Europe acknowledged tequila and mezcal’s denominations of origin.  Even though Mexico had issued its Protection of the Appellation of Origin Tequila in the early 70’s, this agreement was the first step in tequila finally gaining the global respect it deserved.

MilagroHomeUp until then, it had been heavily marketed as a traditional spirit often depicted in rustic agricultural scenes of burros and roping charros.  But, a new millennium was near, and a bustling Mexico City was partying like it was 1999 with art, music, design and architecture.

For two young college buddies, Danny Schneeweiss and Moy Guindi, the Mexico City club scene was where tequila sorely lacked a more modern edge and feel.  It was then that they deliberately set out to propel tequila’s image into the 21st Century.

[Tweet “The Miracle Men Behind Milagro Tequila @milagrotequila”]

Making Tequila Fashionable

003In this clip, Moy recounts the journey he and Danny embarked on to chart Milagro’s agave forward flavor profile in an era where producers were masking their juice to taste like other spirits. [Tweet “Milagro Tequila – Intentionally agave forward @milagrotequila”]

 One Foot in Tradition, One Foot in The Future

Here, Moy and Milagro’s Texas Brand Ambassador, J.P. DeLoera, explain Milagro’s distillation process which combines old style methods with modern machinery to achieve and enhance its unique flavors.

[Tweet “Old style methods + modern machinery = @milagrotequila”]

Further emphasizing their respect for old world techniques, both J.P. and Moy describe how their exclusive joven tequila, Milagro Unico, is made.

Sophistication In A Glass

Milagro’s unique bottles have long been sought after by collectors.  Moy DannyUnicoblames his partner Danny, as the creative mind behind reimagining tequila’s image in clubs and bars around the world.

Milagro was designed to evolve tequila from a red headed step child to a sophisticated gentleman in a classy container.  But, the partners also wanted it to educate consumers.  They added a stylized agave inside each hand blown bottle of their Select Barrel Reserve expressions to illustrate tequila’s true bloodline. [Tweet “@milagrotequila ‘a sophisticated gentleman in a classy container’ “]

What’s In A Name?

Moy recalls the hilarious story of how Milagro got its name.

[Tweet “A miracle? Do you know how @milagrotequila got its name?”]

How To Sip Milagro

J.P and Moy define the differences between Milagro’s core line and the Select Barrel Reserve.

All This and Kosher, Too?

Thinking ahead, the co-founders of Milagro decided to make their tequila kosher, one of the few brands at the time to do so.  Their reasoning was more personal than you might think.

[Tweet “A tequila to celebrate Passover – @MilagroTequila is kosher “]

Where Are They Now?

MilagroBoxIn 2004, Moy and Danny entered into a partnership agreement with family owned super-premium spirits distiller, William Grant & Sons.  The UK based company eventually acquired a 100% stake in Milagro in 2006.  This allowed Milagro to reach nationwide distribution in the U.S. and in key global tequila markets.

Not ones to rest on their success, both Moy and Danny retained certain rights and still have responsibilities to the brand as Moy clarifies here…

Almost 20

After almost 20 years in existence, J.P. describes his strategies to Milagro’s current challenges in the marketplace.

Having birthed Milagro in the midst of the Agave Crisis of the late 90s that almost bankrupted them, Moy learned the hard lessons of staying ahead of the agave pricing curve.

What About China?

Unlike the major spirits brands who consider exporting into China as the next gold rush, Moy believes that a conservative “wait-and-see” approach is best for Milagro.

La Leyenda del Milagro

Both J.P and Moy share their views on the one thing that you should know about Milagro.

Looking Ahead

Demonstrating that they haven’t lost their entrepreneurial drive which spearheaded Milagro into tequila’s New Age and made them one of the top three most influential start ups in Mexico, Moy and Danny are currently involved in a partnership with Montelobos mezcal. [Tweet “@MilagroTequila: 1 of the top 3 most influential start ups in Mexico”] Whatever tequila’s future holds for the next twenty years, it’s a sure bet that Moy and Danny will be at the forefront pushing it, and Milagro, to further heights.

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Tequila Aficionado Media Reveals 2014 Brands of Promise™ Winners!

Awards Announced During a LIVE Google Hangout Telecast

For Immediate Release!

hangouts2March, 28, 2015, San Antonio, TX—In an unprecedented live Google Hangout telecast, Tequila Aficionado Media (TequilaAficionado.com) unveiled its Second Annual 2014 Brands Of Promise™ Award winners in Tequila, Mezcal and several other agave related categories.  A full list of Brands Of Promise™ winners can be viewed and downloaded here.

[Tweet “2014 Brands of Promise Winners Announced!”]

tequila awards, tequila aficionado, brands of promiseAmong the stellar labels recognized as Brands Of Promise™ award recipients, Trianon Tequila won the judges’ Best of Show Award, and Briscas Mezcal was recognized with a Gold medal for each of their expressions.  Gold was bestowed onto JLP Golden Lime Margarita in the Ready-To-Drink (RTD) category, as well.

Download the full list of nominees & winners here.

“The quality of the juice in 2014 was just outstanding,” crowed M. A. “Mike” Morales, CEO of Tequila Aficionado Media.

[Tweet “Congratulations to @TrianonTequila for winning Best of Show! #BOP2014”]

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“What a great year 2014 was!” agreed Alex Perez, Founder and Chairman of Tequila Aficionado.  “So much good juice.  So much good quality.  It is the best time for agave spirit aficionados.”

trianon stack

Best in Show

“Man this was tough,” added Morales, referring to selecting medal winners.

All brands were judged by Perez and Morales, as well as by other Tequila Aficionado staff, on how they performed during Tequila Aficionado’s wildly popular Sipping Off The Cuff™ video series seen regularly on TequilaAficionado.com and viewable on its YouTube channel.

Unlike other spirits contests, The Brands Of Promise™ Awards does not require participating agave spirit brands to pay an entry fee.  It also does not charge winners additional hefty licensing tariffs for the rights to use the medal award graphics on their labels, neck tags, shelf talkers, brochures, point-of-sales materials and websites.

2014-08-11 15.09.09“Competition for shelf space and ‘share-of-mind’ is fierce in this business, especially when going up against more established brands with deep pockets,” admits Perez.  “Most new tequilas, and dozens of mezcals and other agave spirits, are virtually unknown to consumers,” he explains.  “That doesn’t mean that promising startups shouldn’t be recognized.”

“We’re not out to gouge anyone,” declares Morales.  “We understand that advertising budgets for emerging brands are always costly in the beginning.”

[Tweet “The Brands Of Promise™ Awards help brands by leveling the playing field with NO FEES”]

Morales adds, “Simply being nominated for the Brands Of Promise™ awards means that we deem each of these participating brands worthy of the public’s attention.”

***

About Tequila Aficionado Media

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Since 1999

TequilaAficionado.com, (Tequila Aficionado Media) is the most comprehensive and informative source for tequila, mezcal, and sotol on the internet or in print today.

It has been the only online tequila magazine for the past 15 years and is visited by tequila aficionados in over 120 countries around the world.  It produces fresh audio, video, feature articles and other content, and successfully shares them throughout all of its powerful social networks for maximum exposure.

[Tweet “Tequila Aficionado: Introducing you to great tequila, mezcal & sotol for 15 years”]

About the Brands Of Promise™

If you would like to enter your tequila, mezcal, sotol or other agave spirit or related product in the coveted Brands Of Promise™ awards, click here.

If you would like additional publicity for your product or brand, simply click here for our current rates and special promotions.

Download the full list of nominees & winners here.

[Tweet “Enter the 2015 Brands of Promise now! Cutoff 1 Sep.”]

Tears Of Llorona–Tequila’s Higher Octave

“Don’t only practice your art, but force your way into its secrets, for it and knowledge can raise men to the divine.”–Ludwig van Beethoven

Germán González lingers over Tears of Llorona tequila.

Germán González lingers over Tears of Llorona tequila.

In music, an octave is the difference in sound between the first and eighth note on a musical scale.

In astrology, the planets Uranus, Neptune and Pluto are commonly considered the higher octaves of Mercury, Venus, and Mars, which are closer to the sun.

After savoring Tears of Llorona, the word octave comes to mind–something eight times greater than its tequila origin.

[Tweet “Savoring Tears of Llorona, “octave” comes to mind– 8x greater than its tequila origin. @TearsOfLlorona“]

Barrel Blends

In this snippet, Germán González, distiller of T1 Tequila Uno and Tears of Llorana, explains the secret barrel blends that result in this masterpiece.

[Tweet “Tears of Llorona Tequila: spectacular juice made better with barrel blending. @TearsOfLlorona“]

Tears of Llorona served in Riedel stemware.

Tears of Llorona served in Riedel stemware.

The Allure of Scotch

Here, Germán reveals the secret of a legendary Mexican rum and ultimately, the confirmation of why he favors using scotch whisky barrels for Tears of Llorona.

Why The Name?

In the following excerpt, Germán describes why he named his finest expression of tequila, Tears of Llorana.

[Tweet “Why the name Tears of Llorana? We cried tears of joy when we tasted it. @TearsOfLlorona“]

Swirling the magic of Tears of Llorona.

Swirling the magic of Tears of Llorona.

The Higher Things

 

In this final cut, Germán González discusses the real reason he creates such fine tequilas, reaffirms the lessons he has learned in life, and imparts his belief in higher ideals.  In the process, we learn what really makes him tick.

[Tweet “Learn what makes Master #Tequila Distiller, Germán González, tick. @TearsOfLlorona“]

Flavor Notes

Tears of Llorona serving suggestions.

Tears of Llorona serving suggestions.

How do you describe Tears of Llorona?  How do you depict what you have no benchmark for?  How do you relate something that is at once incomparable and incomprehensible, yet, strangely familiar, like déjà vu?

Perhaps the closest touchstone is given when deconstructing or reverse engineering Tears of Llorona.

For this first batch, Tears of Llorona is barreled in used sherry, scotch whisky and brandy barrels, achieving a spirit that does not betray its agave and tequila roots.

Instead, cradling the agave notes is a heady spiciness that continues to whisper to your senses the longer you swirl it in your glass.

Notes of bitter chocolate, sherry, leather, tobacco and coffee, along with hints of scotch and memories of the finest cognac or brandy culminate in a finish that resembles “a warm scarf on a cold day.”

[Tweet “Tears of Llorona Tequila: A warm scarf on a cold day. @TearsOfLlorona”]

While other extra añejos attempt to masquerade as something remotely similar to (or anything but) tequila, it is evident that Germán González has created Tears of Llorona to be Tequila’s higher octave.

Deliberately distilled to be lingered over, this gem is, as its website states, “an opus.”  A symphony composed and conducted by a true Master.

[Tweet “Tears of Llorona Tequila: A symphony composed & conducted by a true Master. @TearsOfLlorona”]

A symphony that can raise you–and your senses–to the divine.

Read the full story of Germán González and T1 Tequila Uno here.

Germán González Got No Respect!

Germán Gonzalez, distiller of T1 Tequila Uno and Tears of Llorana, discloses why, up until recently, the term master distiller was not given the proper recognition by the Tequila Industry, nor by the people of Mexico.

Like deceased comedian, Rodney Dangerfield, Germán struggled to gain respect and to become recognized for his distilling acumen until he risked creating T1 Tequila Uno.

We’re sure that after you sample each of his offerings, you, too, will understand what it truly means to be a master at your craft.

Read the full story of Germán González and T1 Tequila Uno here.

 

A Bartender’s Tip from Germán González

In this clip, Germán González, distiller of T1 Tequila Uno and Tears of Llorana, reveals the difficulty in getting consumers to sip 100% agave tequila and shares a technique that a particular bartender uses to educate drinkers who ask for T1 in a cocktail.

A thoughtful bartender or mixologist will always serve the customer in the best way possible.

If you’ve never sipped T1 Tequila Uno, before having it in your favorite cocktail, ask for a bit of a sample on the side.

You’ll be glad you did!

Read the full story of Germán González and T1 Tequila Uno here.

Germán González and The Riedel Tequila Glass

In this segment, Germán González, distiller of T1 Tequila Uno and Tears of Llorana, explains why the Riedel Ouverture glass (now part of Riedel’s Vinum collection) is ideal for tequila tasting.

He demonstrates the right way and the wrong way to hold the glass, and details why it is so effective a tool when enjoying his exquisite tequilas.

Similar to the historic Jose Cuervo family and distillery, Riedel has been creating glassware for every type of wine and spirit for over 250 years.

Read the full story of Germán González and T1 Tequila Uno here.

 

The Rules of Agave with Germán González

In these next two clips, while enjoying sips of Germán González’s masterpiece, Tears of Llorona, we discuss the ins and outs of the tequila business.

The Only Rule That Counts

Germán Gonzalez, distiller of T1 Tequila Uno and Tears of Llorana, reveals the only real rule, according to the normas (the rules and regulations that govern the tequila making process), that counts when selecting agave.

The Brix Bottom Line

Here, Germán  explains how an agave’s brix (sugar content) may affect agave pricing.

Read the full story of Germán González and T1 Tequila Uno here.