The Montelobos Mezcal Project

[After The San Antonio Cocktail Conference held in January, 2015, Tequila Aficionado Media caught up with Dr. Iván Saldaña, producer of the upstart mezcal, Montelobos, a partnership project with the makers of Milagro [link] tequila. 

A featured speaker during the conference, here’s our in-depth discussion held at the bar of the lavish Westin Riverwalk Hotel.]

La Anatomia del Mezcal

Iván Saldaña (Photo courtesy of David Suro)

Iván Saldaña (Photo courtesy of David Suro)

In Dr. Iván Saldaña’s nifty little primer, The Anatomy Of Mezcal–which, by the way, belongs in every serious agave students’ reference library–he goes to great lengths to demystify maguey (agave) and mezcal in a concise and easy-to-understand fashion.

As an introduction into the fundamentals of mezcal, the book covers it all, from what it is to how it’s processed.  Saldaña also defines the differences of artisanal mezcals distilled in palenques and haciendas from those using industrial methods. The latter is a situation currently being hotly contested inside the Mezcal Industry as it tries to cope with its alarming expansion without repeating the mistakes made by the Tequila Industry while still in its infancy.

 

A Double PhD.

Montelobos_ABVFrom his research, Saldaña asserts that the maguey plant efficiently evolves when affected by environmental stress.  It is precisely the plant’s adaptability to extreme conditions that makes it not only a versatile prime material for tequila and mezcal production, but also gives it its unique flavors and aromas that set it apart from other spirits.

The same could be said about Iván’s versatility as a passionate scientist, researcher, environmentalist and mezcal developer who prefers to be challenged to come up with unique solutions.

Here, Dr. Saldaña elaborates on his academic background leading to his PhD.

In this segment, Iván recounts how his wine and spirits experience working for global distiller, Pernod Ricard, led to a craving to create something more intrinsically fulfilling.

My Way

Montelobos_derecho

Taking a lesson from Frank Sinatra, Iván explains what it was like to compose a mezcal like Montelobos without following any commercial guidelines.

Montelobos Explained

Iván has been quoted as insisting that “Mezcal is too often dominated by either an excessive smokiness or inopportune proportions.”  In his quest for the perfectly balanced mezcal, he concentrated on bringing forth Montelobos’ sweeter notes, along with citrus and smoke using cultivated espadin.

006The successful result garnered Montelobos a double gold medal at the San Francisco World Spirits Competition in 2013.

Not wanting to create a single faceted mezcal, or replicating an old family recipe, Dr. Saldaña further breaks down Montelobos’ complexities.

[Tweet “Montelobos Mezcal: double gold winner at 2013 San Francisco World Spirits Competition”]

The Value of Innovation

Dr. Saldaña produced his mezcal under the guidance of fifth generation Maestro Mezcalero, Don Abel López Mateos, but still believed in exploration and experimentation when designing its unique flavor profile.  Coupled with innovation, Iván contends that Montelobos is not about science, but about passion.

[Tweet “Montelobos’ unique flavor profile may puzzle some.”]

43.2 ABV

Montelobos_label

 

Iván explains how he arrived at the perfect 43.2% (86.4 proof) alcohol by volume to achieve the flavors and aromas unique to Montelobos.

 

 

Sustainability

Agave_MontelobosNot only vigilant on creating Montelobos his way, Dr. Saldaña was also concerned about its environmental footprint on Oaxaca where it is distilled.

Montelobos uses only organic, commercially grown espadin, certified so by certifying agency, Certimex.  Iván also makes sure that the wood used in roasting the espadin comes from a sustainable source.

The Universe Within the Universe

Dr. Iván Saldaña’s expedition into the anatomy of mezcal is by no means over.

He confessed to having an urge to distill other variations of Montelobos that would emphasize additional flavors and aromas often hidden in traditional mezcal flavor profiles.

For the time being, he prefers to continue to examine and discover the world within the world of mezcal.

[Tweet “Discover the world within the world of @Montelobos Mezcal”]

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Titanium Tequila: Luxury Attained

[On April 22, 2015, Casey Hartle, CEO and Vice President of Premium Spirits visited us to share some award winning Titanium tequila, a 2014 Tequila Aficionado Brand Of Promise(TM) nominee.]

Ti

Titanium, a chemical element known for its low density and

Titanium gear.

Titanium gear.

high strength, is generally too expensive and unattainable for most consumers.

Outside of being manufactured as components in high end products like performance race cars, lightweight motorcycles and competition bicycles, about two thirds of all titanium metal produced is used in aircraft engines and frames.

Robert Tijerina, founder of Titanium.

Robert Tijerina, founder of Titanium.

So when Robert Tijerina, owner of Houston based spirits importer, Premium Spirits, and the founder of Priority 1 Aviation, a worldwide business jet aircraft sales and brokerage firm, decided on a name for his tequila, Titanium fit perfectly.

Here, Casey Hartle gives us more background on Titanium’s origin.

Ready For Take Off

Casey comes from a wine and spirits background having servedTitanium_bottle time with Republic National Distributing Company in sales, and then successfully helping another tequila brand gain a firm foothold in the tough-to-maneuver Texas market.

Hartle explains the particular challenges that exist for a start-up brand in expanding from the competitive city of Houston to Dallas, Austin and San Antonio.

Casey’s goal is to take Titanium, an up-and-coming tequila brand in Premium Spirits’ portfolio, to new heights.

Titanium cubeOld Skool Methods vs. Modern Technology

Produced at the famed Hacienda La Capilla distillery (NOM 1479), the tequila itself is the brainchild of their artistic and secretive master distiller (known only as Eduardo) who decided to perfect his own recipe after years of making tequilas for others.

Casey explains Titanium’s process that combines old skool methods and modern technology to achieve a specific flavor and aroma.

[Tweet ” @titaniumtequila: Old skool methods + modern techniques = Obtainable Luxury.”]

Tequila That Won’t Crush Your Soul

Casey imparts what he feels makes a stellar blanco tequila, and how best to enjoy Titanium other than in your favorite cocktail.

El Secreto

Next, Casey lets us in on what’s in the offing for Titanium, and the rest of Premium Spirits’ portfolio.

Where Titanium Is Jetting To Next…

Hartle reveals Titanium’s plan to invade Aspen, Colorado in June 2015’s prestigious Food & Wine Classic.

[Tweet “@titaniumtequila–Obtainable Luxury Tequila that won’t crush your soul. “]

Plans For The Future

Hartle shares his vision for Titanium in the next five years.

Casey informs where Titanium can be found in Texas.

One Thing…

Casey Hartle expresses the one thing he’d like everyone to know about Titanium tequila.

Cleared For Landing

jet_Titanium

Most commonly found in the working parts of private planes and palatial yachts, titanium has also been perceived as a symbol of luxury.

While the name fits quite well with Tijerina’s aviation background and jet-setting career, Casey Hartle advises that the luxury lifestyle can be affordably obtained simply by sipping Titanium tequila, whether at your favorite watering hole, nightclub, or with friends on a fishing boat or yacht.

yacht_Titanium

That makes Titanium tequila as versatile as its alloy namesake and luxury easily attained.

***

Feeling lucky?  Enjoy this fun video from Titanium tequila.

 

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”]

wahaka

“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

6_ta_logo_pinas lg

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.”]

Ambhar Tequila–The Recalibrating of A Brand

[Between seminars during the Fourth Annual San Antonio Cocktail Conference, Tequila Aficionado Media was invited to the Ambhar Tequila Relaxation Lounge inside the historic Sheraton Gunter Hotel where we finally sampled each expression of this elusive brand with a jaded past.

The following day, we caught up with the new Ambhar CEO, Jaime Celorio, at the acclaimed Bohanan’s Restaurant while the staff prepared for the busy dinner shift.]

The Deceptive Dragonfly

In the spirits realm, and in particular, the tequila segment, brands come and go for a variety of reasons–

Either the juice is not up to par,  or the ineptitude of the brand owners or importers causes a rift between them, or the marketing is all wrong.  You name it, it happens.

Every once in a while, a brand gets lucky and all the elements click and a star is born.

Partida’s Gary Shansby, a self-proclaimed student of one of Patrón‘s founders, Martin Crowley, once declared that a tequila brand needed three things to be successful–

Good juice, a pretty bottle, and a symbol with a story.

Ambhar appeared to have all three.

On the other hand, a tequila label could experience the worst

Ambhar Goddess review.

Ambhar Goddess review.

case scenario, but for some reason, it just doesn’t go away.

The latter may be the perfect example of what happened to Ambhar tequila.

All That Glitters…

Launched in 2009, Ambhar was originally based in Austin, Texas, but made its big splash on the Las Vegas Strip.

Ambhar Lounge logo.

Ambhar Lounge logo.

Owing to key friendships among the principals, Ambhar became a part of the Tropicana Hotel’s facelift in 2010 and established the Ambhar Lounge.

More key relationships allowed the brand to have a very visible presence, especially among the MGM properties.  Ambhar soon became Las Vegas’ go-to tequila for many events including several outdoor pool parties during the warmer months.

Then, things began to unravel.

After unbridled spending, Ambhar accrued a rumored debt of up to $2 million.  Another round of funding gave it a much needed infusion of $2.7 million from investors in 2011, but still, rumblings of unpaid bills and payrolls persisted.

Ambhar banner.

Ambhar banner.

To make matters worse, a series of ho-hum reviews, including this scathing blog by the OC Weekly, made Ambhar the butt of jokes among the tequila cognoscente who took particular issue with the label’s claims of being distilled five times.

It seemed that the powers behind Ambhar at that time had been blinded by the glitz and glam of Las Vegas, and paid a hefty price.

Saving A Broken Brand

Coming from a solid financial background, Jaime Celerio, CEO of the newly formed Ambhar Global Spirits, LLC., explains what attracted him to purchase the troubled label in 2013.

Challenges

Here, Jaime explains the dilemmas of taking over a broken brand and what is being done now to revive it.

Further, he illustrates the problems in dealing with the Nevada market, and which states Ambhar will target, instead.

[Tweet “@AmbharTequila–Same old friend, whole new character.”] 

Retooling

Ambhar Texas having fun at #SACC2015.

Ambhar Texas having fun at #SACC2015.

Overhauling the former sales and marketing division, Jaime Celorio has surrounded himself with both a young, enthusiastic crew along with some premier seasoned veterans to reestablish a foothold in Ambhar’s home state of Texas.

Damage control, and distancing itself from the past, also requires making some improvements to the packaging.

No tinkering will be done to the substantial and elegant bottle, but the corks will be changed from real to synthetic, and the stoppers, as well as the wearable dragonfly charm around the bottlenecks, will be made of a much lighter alloy.

To continue to win back customer loyalty and regain goodwill,

Ambhar barrel.

Ambhar barrel.

Celorio insists on concentrating on Ambhar’s strong points by demanding complete honesty and transparency on the website, subsequent point of sales (POS) materials, and from his sales team.

The More Things Change

When we met with the Ambhar Texas unit, they admitted that Jaime Celorio felt the brand itself would not have survived its tumultuous circumstances had the juice not been favorable in the first place.

Celorio next discloses the reason why Ambhar’s flavor profile, especially that of its añejo, remains intact even though it’s more labor intensive than the reposado expression.

Future Focus

In this snippet, Celorio recounts the improvements since rebooting the brand, and its focus for the future which includes sales in Mexico and exporting to China.

Here, Celorio discusses the focus on the dragonfly logo and what it means in China.

Cinco Vodka logo.

Cinco Vodka logo.

It’s Not All About Tequila

Like a good portfolio manager, Jaime Celorio has diversified by establishing a sister company to compete in the vodka sector of the spirits market.

The Texas Vodka Trail

In this clip, Celorio reveals plans for Cinco Vodka’s distillery based in San Antonio, Texas.

Cinco Vodka–Imported All the Way From Texas

Jaime further reviews plans for the Texas Vodka Trail Tour and its similarities to tequila distillery tours in Mexico in aiding to educate consumers.

In this portion, Celorio considers how competitive the vodka market is in Mexico, and where you can find Cinco Vodka.

So…Why Tequila?

Jaime Celorio, gives his explanation as to why he chose to sell tequila in the first place.

Same Old Friend, Whole New Character

Described as his “elevator pitch,” Jaime Celorio, gives us the one thing he wants people to know about Ambhar, and shares his vision for its future.

Whether in the US, Mexico, or even China, look for the recalibrated Ambhar tequila to continue to make splashes, but in a much more precise, targeted and cost effective way.

Germán González’s T1 Tequila Uno–Questions and Answers

Response to the interview series with Master Distiller Germán González has been wonderful.

Rightly so, for a man who is a living part of tequila history and continues to make history today with T1 Tequila Uno and Tears of Llorona.

Here are some of your questions answered:

Q:  Does Germán always blend agaves from Tamaulipas and Atotonilco because originally he didn’t have enough from Atotonilco?

A:  As we stated in Tequila From the Heart, Germán blended

T1 Tequila Uno and Tears of Llorona.

T1 Tequila Uno and Tears of Llorona.

agaves from Atotonilco with those from his family ranchos in Tamaulipas only during Chinaco’s resurgence and for his duration with that brand.

T1 Tequila Uno and Tears of Llorona use only agave from the highlands in Atotonilco.

Q:  Did Germán say what blending percentages he uses?
A:   Mas o menos, but…off the record!
T1 Selecto.

T1 Selecto.

Q:  Do all his expressions start as Ultra Fino except Selecto?

A:  Correct.
Q:  What exactly does that mean?
A:  The entire process starts with Ultra Fino, but as you know, Selecto is at a higher alcohol by volume (43% ABV) to acquire a more robust, agave forward flavor profile.
Q:  Does Germán make Selecto from scratch [using] more mature agaves and it was never Ultra Fino? 
A.  As he stated in Tequila From The Heart, Germán always uses mature agave according to his definition, but…
Selecto is distilled to be different than Ultra Fino, which is

Ultra Fino

Ultra Fino

softer on the palate.

Q:  Besides the more mature agave and the different alcohol level, what else is different?
A:  Those answers can be found in the feature article, Germán González–Tequila From The Heart.
Have you seen our video series with Germán González, yet?  If you haven’t, pour yourself a glass of T1 Tequila Uno and watch the entire playlist here:

Diddy Disses Tequila’s Jimadores….

What’s Wrong With This Picture?

Diddy looking conspicuously out of his element.

Diddy looking conspicuously out of his element.

By now, many of you may have already seen both of these distasteful photos on Diddy’s Instagram account for his new venture with Diageo and DeLeón tequila that began in early 2014.

Dressed in his trademark dark suit, Diddy attempts to sacrifice a blue agave piña while at the same time asking for a moment of silence for “Mr. Pat Ron,” a thinly veiled dig against beverage behemoth, Patrón.

[Tweet “#TAKETHATTAKETHAT says @iamdiddy as he flips the bird to Mexico & jimadores. @DeLeonTequila“]

Those in the Tequila Community who make their living day after day selling,

Note the look of disdain on the jimador's face.

Note the look of disdain on the jimador’s face.

serving and producing tequila, as well as growing and harvesting agave, have been outraged at the clownish way in which Diddy and Diageo have disrespected and belittled the value of one of the last major pillars left in Tequila Culture–the jimador (agave harvester).

[Tweet “Diddy @iamdiddy & @DeLeonTequila have disrespected the value of the jimador”]

The Plight of the Jimador

In an age where modern technology and cost saving methods like the diffuser have been introduced in the Tequila Industry to replace everything from donkeys to bottlers to label applicators, the one skill that it has not yet been able to replace entirely is the hard labor of the jimador.

[Tweet “Hey, @iamdiddy! The hard labor & knowledge of the jimador cannot be replaced. @DeLeonTequila“]

Jimador, courtesy of Tequila G4.

Jimador, courtesy of Tequila G4.

Those who have seen these men in action, and those of us who have tried to hack off the pencas (leaves) from a blue agave piña using a razor sharp coa, know that it’s not as easy as it looks.

The following video is courtesy of the Tequila Interchange Project, a non-profit organization and consumer advocacy group for agave distilled spirits made up of key influencers such as bartenders, consultants, teachers, researchers, consumers and tequila aficionados.  It illustrates just how arduous this work is, and the dangers these men face each day for minimal pay.

[Tweet “The Tequila Interchange Project needs to take @iamdiddy to school! @DeLeonTequila @ThinkTequila“]

[Tweet “Unconscionable for @iamdiddy to attempt a jima wearing a suit. @DeLeonTequila“]

For Diddy to be allowed to be photographed attempting a jima wearing a suit and spotless shoes was unconscionable.  It makes light of the skill and experience of these journeymen laborers, as well their hardships, in a deplorable and condescending way.

[Tweet “Diddy makes light of the skill & experience of jimadores, as well as their hardships. @iamdiddy“]

Diddy Commits Commercial Suicide with DeLeón Tequila

If it’s true that Diddy knows what liquor Millennials want to drink as he states in this November 2014 article in Fortune, and wants to “disrupt how [liquor advertising] has been done,” he has already failed miserably.

[Tweet “Diddy @iamdiddy disrupts how liquor advertising has been done with an epic diss! @DeLeonTequila“]

Claiming that his image won’t be used for DeLeón like it has been attached to his

Jimador lifting piñas.  Courtesy of Tequila G4.

Jimador lifting piñas. Courtesy of Tequila G4.

Ciroc vodka ads (his first successful partnership with Diageo), then he should stick to his word.

The Distilled Spirits Council of the United States (DISCUS), the national trade association for America’s top distillers, and of which Diageo is a long time member, has strict guidelines when it comes to responsible digital marketing communications.

[Tweet “Diddy @iamdiddy lies & pimps his image for @DeLeonTequila!”]

It is obvious that Sean Combs believes he is above adhering to these regulations, and in the process, managed to insult an entire country.

[Tweet “DISCUS @DistilledSpirit needs to take @iamdiddy to task for epic diss of Mexico & jimadores”]

How Diddy Should’ve Done It

Jimador at work.  Courtesy of the Consejo Regulador del Tequila.

Jimador at work. Courtesy of the Consejo Regulador del Tequila.

The self-proclaimed tastemaker has proven to be very successful in everything he touches.  From music and clothing, to spirits and even reality TV, Diddy has left his indelible mark with sophistication and style.  So, when he hooked up with Diageo once more for DeLeón tequila, we expected more from him.

[Tweet “Cheap shot! We expected more from @iamdiddy & @DeLeonTequila.”]

We expected this $700 million dollar mogul to immerse himself in Tequila Culture.  To get to know the process and the people of the new spirit he was embracing, and to bring a fresh look to an otherwise unremarkable brand like DeLeón.

We expected he would slap on some Sean John boots and venture out into the

Sean John Kingswood Moc boot.

Sean John Kingswood Moc boot.

agave fields to absorb its magic.  Who knows?  Maybe he would become inspired to design a whole new line of menswear made from agave fibers that would appeal to all ethnicities, just as he desires to do with DeLeón’s advertising.

How’s that for doubling your ROI and gaining street cred?

[Tweet “Inclusive changed to exclusive with a cheap shot & photo op from @DeLeonTequila & @iamdiddy“]

We’re NOT Laughing With You

Instead, we get this…

"So, if I wanna be number one, there has to be a number two."

“So, if I wanna be number one, there has to be a number two.”

Perhaps, we expected too much?

[In 2010 there were 6 other brands besides Ciroc that the San Francisco World Spirits Competition bestowed double gold medals to in the vodka category.]

How to Taste Tequila Like a Catador…

…Or, at least, how to act like one

Color, legs and tears, taste tequila

Color, legs and tears.

There are two official schools in Mexico that train people to be certified catadores (tequila tasters).  One is actually a faction of the original school established in 2000 and known as the Academia Mexicana del Tequila (Mexican Tequila Academy).

After a bitter falling out between the founders, another school was initiated in 2006 known as the Academia Mexicana de Catadores de Vino y Mezcal.

Below are the official guidelines of tequila tasting as set forth by the Mexican Tequila Academy and translated from their website here.

[Tweet “The official guidelines of #tequila tasting as set forth by the Mexican Tequila Academy”]

1.)  Durante todo el proceso de cata, no debe haber communicación entre los catadores.

(During the entire tasting, there should be no communication among the tasters

Covered tequila samples, taste tequila

Covered tequila samples.

[judges]).

2)  Recuerde que un gesto o cualquier otra actitud de aprobación o desaprobación, puede influir en la opinión de los otros participantes. Su opinión, sea cual fuere, debe ser reflejada en la cédula de cata, y si tuviera opiniones o comentarios extra-calificación, es importante que utilice el reverso de la cédula correspondiente a la muestra que está evaluando.

(Keep in mind that any gesture of approval or disapproval can influence the opinion of the other judges.  Whatever your opinion, it should be reflected on the scoring sheet and if you have opinions or extra comments (ratings), it’s important to use the reverse side of the scoring sheet of the sample you are evaluating.)

3.)  Antes y durante el transcurrir de la cata no es conveniente fumar, ya que el tabaco disminuye la capacidad de percepción sensorial y sus apreciaciones podrían estar afectadas y el humo afectará a los otros catadores.

(Before and during the course of the tasting, it is not convenient to smoke since tobacco diminishes one’s sensorial capacities and perceptions.  Your assessments may be affected and the smoke will affect the other tasters [judges].)

[Tweet “Smoking and other factors will affect your #tequila tasting experience”]

4.)  Se recomienda que el día del catado se evite el uso de lociones o perfumes.

Agave, up close, taste tequila

Agave, up close.

(It is recommended that on the day of the tasting that you avoid the use of lotions or perfumes.)

5.)  De preferencia el día de la cata se debe tomar un desayuno ligero, entre las 8:00 y las 9:00 hrs. si la cata se inicia a las 11:00.

(It is preferred that on the day of the tasting that you have a light breakfast at 8 or 9 AM if the tasting is to start at 11AM.)

[Tweet “Avoid the use of lotions or perfumes when preparing for a #tequila tasting”]

6.)  Antes de iniciar el catado, ponga en su boca un pequeño sorbo de un destilado neutro (se recomienda vodka simple) páselo por toda la boca y finalmente elimínelo, este ejercicio hará que su boca quede limpia de sabores extraños o anteriores y la preparará para una mejor percepción.

(Before the inception of the tasting, place a small sip of a neutral [grain] spirit (plain vodka is recommended), swish it around in your mouth and spit it out.  This practice cleanses your mouth of strange or previous flavors and prepares

Vodka, soda crackers, water and scoring sheets.

Vodka, soda crackers, water and scoring sheets.

you for a better perception [evaluation]).

7.)  Antes de calificar el sabor de la primera muestra, se recomienda poner en la boca un primer sorbo y moverlo por toda ella, eliminarlo y con un segundo sorbo emitir su calificación sobre el sabor.

(Before scoring the first sample on its flavor, it is recommended to take the first sip and swish it inside your entire mouth and spit it out.  With the second sip, express (record) your score on the flavor.)

[Tweet “Never judge your #tequila tasting experience on the first sip”]

8.)  Tómese el tiempo necesario para evaluar cada muestra, no lo haga apresuradamente, y sobre todo concéntrese en la muestra en turno. ¡CONCENTRACIÓN ES EL NOMBRE DEL JUEGO!

(Take the time necessary to evaluate each sample.  Don’t be in a hurry, and above all, concentrate on the current sample.  CONCENTRATION IS THE NAME OF THE GAME!)

9.)  Recuerde que es su percepción y opinión, sobre la muestra en turno, la que vale y no el qué o cómo pudiere parecerle a otra persona.

(Remember that it’s your perception and opinion over the current sample that counts and not how someone else might perceive it.)

10.)  No intente hacer comparaciones; no tiene que conectar la muestra en turno con alguna marca en particular; realice su evaluación como si cada una de las muestras fuera única. Cada una de las muestras tendrá sus propias características, positivas o negativas, sus cualidades, atributos y esos son los que deben contar para usted, de acuerdo con los parámetros de la categoría y clase de la muestra, ya que esto es finalmente lo que se busca.

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(Do not attempt to make comparisons.  Do not connect the current sample to a particular brand.  Carry out your evaluations as if each sample were unique.  Each one of the samples will have its own characteristics, positive or negative, its own qualities and attributes, and those are what you should depend (rely) upon in accordance with the parameters of the category and type of the

Scoring tequila samples.

Scoring tequila samples.

sample as that is ultimately what is looked for.)

11.)  Es importante que al pasar de una a otra muestra, elimine el sabor de la anterior con un poco de galleta sin sal y agua.

(It is important that after each sample, you cleanse its flavor [from your palate] with a bit of plain soda cracker and water.)

12.)  Elimine el sorbo de cada muestra evaluada, al final de la cata podrá beber de las muestras que prefiera.

(Eliminate the sip of each sample evaluated.  At the end of the cata (tasting) you’ll be able to drink from the samples you preferred.)

13.)  Es de vital importancia que para evaluar cada categoría y clase de tequila, tome en consideración el parámetro o perfil correspondiente, esas deben ser sus referencias al calificar la categoría y clase.  Al reverso de la ficha, encontrará perfiles generales para la categoría 100% de agave y cada clase.  Al reverso de la cédula encontrará estos perfiles generals.

(It is vitally important that to evaluate each category and type of tequila that you take into consideration the corresponding parameter or profile.  Those should be your references to score the category and type.  On the reverse side of the scoring card you’ll find general descriptions for the category of 100% de agave [tequila] and each type.  On the reverse side of your identification card, you will [also] find these general descriptions.)

14.)  Es indispensable que antes de iniciar el catado, anote en todas sus cédulas su nombre. Y una vez que emita sus calificaciones para cada muestra, realice la suma de puntos total, anotando este resultado en el lugar destinado para ello y que registre esta calificación en su hoja personal de control.

(It is indispensable that before the tasting, you write your names on all of the scoring sheets.  Once you’ve graded each sample, total up the points and write the sum in the space provided and register this evaluation on your personal control sheet.)

15.)  Circule la calificación para cada concepto de evaluación (visual, olfativo, sabor), no palomee, no cruce ni tache los números de la calificación.

(Circle the grade for each component of evaluation (visual, olfaction, flavor).  Do not deliberately “fudge,” cross out or eliminate numbers from the score.)

16.)  Las copas con las muestras, han sido ordenadas de izquierda a derecha en

Covered samples

Covered samples

dos líneas: de la 1 a la 5 y atrás de la 6 a la 10. En esa misma secuencia deberá realizarse la cata, destapando exclusivamente la copa de la muestra que va a evaluar y volviéndola a tapar al pasar a la siguiente.

(The glasses with the samples are in order from left to right in two lines:  from 1 to 5, and in back from 6 to 10.  The tasting should be done in the same sequence, uncovering only the glass of the sample you are evaluating, and then recovering it before moving on to the next one.)

17.)  En general recuerde la capacitación que sobre catado ha recibido. 

(In general, remember the tequila tasting training you have received.)

Considere que su evaluación de cada muestra es en extremo valiosa y que con sus calificaciones estará afectando positiva o negativamente a esa muestra y por tanto a una marca en particular que se expende en el mercado, por lo que se debe realizar con extrema imparcialidad y absoluta honestidad.

(Consider that your evaluation of each sample is extremely valuable.  Your scores will affect, either positively or negatively, that sample and therefore, a particular brand coming onto the retail market.  It should be carried out with extreme impartiality and absolute honesty.)

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