Today, I Declare My Independence Day!

FourthJuly

This sweltering Fourth of July afternoon, I took some time away from my duties at Tequila Aficionado Media to sit outside on our modest patio to enjoy a full bodied Joya de Nicaragua Antaño 1970  cigar from the bundle that  my  sister had so graciously gifted me for my birthday three days before.

For those who don’t follow Tequila Aficionado (and why wouldn’t you?), you may not know that I live in San Antonio, Texas, with Lisa Pietsch, who is a dynamic writer, and also happens to be our COO.

Independence_day_movieposterLisa’s oldest son, Teddy’s, bedroom window faces the patio and I could hear him practicing the iconic speech of President Thomas J. Whitmore played by the prolific actor, Bill Pullman, from the movie, Independence Day.

We had just taken Lisa’s two boys to see the sequel to this beloved film, Independence Day:  Resurgence, at the new Santikos Casa Blanca movie complex which boasts the largest screen in Texas.  Teddy had vowed to learn the entire speech and tape it for his YouTube channel.

Care

Most often, I sit on one of our bright red Adirondack chairs to contemplate the greenery of San Antonio, and to feel gratitude while the neighbor behind us blasts banda music over his loudspeakers.

But today, as Teddy recited the speech in between the occasional bursts of early fireworks, I came to the realization that since I’d moved here three years before, Lisa and I had worked virtually non-stop to make Tequila Aficionado a force to be reckoned with in the tequila world.

In the process, and due to some contractual partnership constraints, I neglecthad neglected my other interests and passions.

Aside from tequila, these range anywhere from fitness, baseball, cigars, men’s fashion, marketing, and writing, to everyday keen and quirky observations.

Then, I heard Teddy’s voice repeat President Whitmore’s classic phrase–

IndependencePullman

“Today, we celebrate our Independence Day!”

I made the decision, right then and there, to declare my own Independence Day.  And not just to declare it, but to celebrate it, too.

Bound and Gagged

I am always in awe at Lisa’s ability to crank out blogs and articles BoundGaggedwhenever the moment inspires her.  On the other hand, I struggle and agonize over the slightest comma and spacing.

Just like the oppressive heat index of Texas, I had stifled my ability to feel joy in my own writing.  Forcing features exclusively for Tequila Aficionado had become drudgery.

I had bound and gagged my own creativity.

Opinions Are Like…

For the past three years, during the course of my daily routines, there would regularly be a news item, an email, a Facebook comment, a Tweet, something–anything–that would incite me to share my opinion in a long winded tirade to Lisa.

“Sounds like a blog post to me,” she would say, knowingly.

Without fail, my notions, perceptions, and sentiments on the subjects had nothing to do with tequila, and I just couldn’t see spending any time writing about them.  I mean–

Who would listen?

Apparently, YOU are.

So, to celebrate my newly reclaimed independence, and to revel in my newfound creative freedom…

Brace

And, you know what they say about people’s opinions, right?

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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”]

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.”]

Roger Clyne’s Mexican Moonshine is Back in Texas

A Triumphant Return to Tejas

On this soggy and swampy St. Patrick’s Day, I was graciously invited to spend the afternoon at Sam’s Burger Joint by Mexican Moonshine creator and indie music rock star,  Roger Clyne.  He had arrived in Texas for a busy week of concerts at the famed music, media, film conference and festival, South By Southwest (SXSW) in Austin.SamsPatio

With additional gigs in San Antonio and New Braunfels, this night he was slated to perform an acoustic set at Sam’s Music Hall with his Arizona Peacemaker compadre, Jim Dalton.  The rest of the band would catch up later as they traveled by bus.

Over a burger and a cerveza (and a few selfies), Roger and I caught up on current events.

[Tweet “Roger Clyne’s Mexican Moonshine Tequila @mexmoonshine is now available in Texas!”]

When We Last Left Our Hero…

Simultaneous selfies.

Simultaneous selfies.

When we last saw Roger Clyne & the Peacemakers in 2013 and sipped and talked tequila on his tour bus, his then Texas spirits distributer had suddenly and unceremoniously dumped Mexican Moonshine tequila, despite its growing sales and Roger’s staunch Texas fan base.

Undaunted, he continued to seek more adequate representation for Mexican Moonshine in what is arguably one of the biggest tequila-consuming states in the Southwest.

This time around, Clyne elected to join forces with a much

Clyne's new guitar.

Clyne’s new guitar.

smaller, boutique distributer.  However, he is keenly aware that such a decision can be a double-edged sword in the spirits business.

As many brands of promise often do, they lean towards employing these specialty distributors in hopes of gaining more attention for their label than they would from large, impersonal corporations who are only interested in mass volume case movements and “what’s on spiff?” items.

Staff trainings on Mexican Moonshine’s finer points is key to seeing bottles moving off of the shelves and into customer’s hands and into local bars and restaurants.  A challenge he is certainly up for since he continues to conduct pre-show tastings of Mexican Moonshine to fans at selected clubs and concert halls.

[Tweet “Look for Roger Clyne’s pre-show tastings of @mexmoonshine at select concert halls”]

Coming Back With a Vengance

RogerJimLuckily, the timing of Mexican Moonshine’s relaunch into the Texas market coincided with the Peacemakers’ assault on Austin during SXSW.

Clyne admitted that he has no delusions of becoming the next Margaritaville or Cabo Wabo, or any of the other celebrity-owned tequilas.  Like his music, Roger’s aspirations for Mexican Moonshine are much more independent.

“I want to be a Southwest brand of tequila,” he confessed.  “I have no dreams of entering large competitive markets where Mexican Moonshine will disappear in a sea of brands.”

Due to the heavy Mexican cultural influence of his rugged

Mexican Moonshine table tents

Mexican Moonshine table tents

Arizona upbringing, Clyne has not ruled out venturing into the world of other agave spirits in the future.

“But,” he adds cautiously with a sly smile, “let’s get some traction back in Texas, first.”

Guess Roger and I will have to talk about those distant opportunities next time over some street tacos and Mexican Moonshine.

[Tweet “Roger Clyne, @azpeacemakers, & @mexmoonshine, independent ’till the end!”]

ClyneCerveza

 ***

Enjoy the following snippet of Roger Clyne and Jim Dalton as they perform Marie during a sound check at Sam’s Burger Joint.

How Your Favorite Periodicals Perpetuate Tequila Myths

[Tweet “Editors of major men’s magazines still insist that their audience only shoots tequila.”]

One Day, At Band Camp…

Recently, myself, and a few select others in this tightly knit tequila community, were asked to be interviewed for quotes concerning “surprising things you can do with tequila” for the May issue of a major, worldwide men’s magazine.

In the US, this would be just in time for Cinco de Mayo, and the predictable onslaught of articles riddled with comical inaccuracies and beginning with hackneyed clichés like…

“Remember when you were in (grade school, high school, college)…?”  Or…

“Celebrating Mexican Independence Day…”  Or…

“I can’t stand the smell of tequila to this day because one time….”  And, my very favorite–

“…tequila, made from the agave cactus….”

The author of this upcoming article told me that his magazine’s circulation encompassed a wide age demographic that included

One day, at band camp...

One day, at band camp…

males from their mid-twenties to early sixties.  In other words, from Millennials to Baby Boomers.

He further confidently informed me that his readership “has no idea about tequila outside of Cuervo Gold.”

At least, that’s what his boss–the editor!–told him to assume was his audience.

I was both disheartened and dismayed.

The Numbers Don’t Lie

According to this magazine’s website…

“[It] is the world’s largest and best-selling men’s magazine with 47 editions in 61 countries and a global readership of more than +35 million.  In the U.S., [its] circulation exceeds 1.8 million, and it has been named a Capell’s Circulation Report top-ten performer every year for the past decade.”

This magazine also gives complete breakdowns of their demographics including education and income, and how they compare to other men’s magazines.

It is, by far, the leader.  Further, its mission statement is…

50 Shades of Grey, er, gray.

50 Shades of Grey, er, gray.

“It’s the brand for active, professional men who want greater control over their physical, mental and emotional lives.  We give men the tools they need to make their lives better through in-depth reporting, covering everything from fashion and grooming to health and nutrition as well as cutting edge gear, the latest entertainment, timely features and more.”

Lastly, it claims to be…

“#1 source of information for and about men.” 

Underestimating Your Audience

*Rant Alert!*

So–

What does it say about editors of major men’s magazines who still insist that their audience only shoots tequila and chugs suds when their own stats tell a different story?

Major men’s magazines who service this demographic continue to dumb down significant advancements in the spirits industry, as well as perpetuate tequila myths to keep their readers in the dark.

[Tweet “Major magazines continue to dumb down significant advancements in the spirits industry.”]

Tequila hasn’t just “come of age.”  It’s been coming “of age” for

Remember when luxury meant subtle?

Remember when luxury meant subtle?

the past twenty years like the most recent Paleo diet or ab workout.  Cutting edge technology doesn’t only occur in the latest sports car or luxury wristwatch.

Here’s a newsflash for you, Perry White–

The issues facing the Tequila Industry at this point in time are much more critical than “surprising things you can do with tequila.”

[Tweet “Issues facing the Tequila Industry are more critical than surprising things you can do w/tequila.”]

When you construct 9 pages on your website to convince potential advertisers that your audience is wealthy and educated, act like it.

Give them timely information with substance–

 For Instance…

This article in the Times-Picayune is a prime example of a journalist who refuses to underestimate her newspaper’s audience while adding value to their lives.

It’s no secret these days that the craft beer and distilling industries are taking a bite out of the huge market share that beer and spirits multinational corporations have dominated for decades.

In case you missed it, Tequila Aficionado Media tackled this issue at length in Craft Tequila–WTF Does That Mean? Part 1 and Part 2.  In Part 2, we made suggestions on how you can distinguish a craft tequila from all the others (the Craft Tequila Gauntlet).

These behemoth conglomerates continue to fight back, either by swallowing up smaller brewers or distillers, or, as in Budweiser’s case, by turning up its nose at the whole craft concept, illustrated in this now infamous Super Bowl XLIX TV spot.

 Consumers Care

Whether it’s a by product of self-education and exploration, or the education being received from the craft spirits sector of the market, the average consumer is becoming more aware of what they’re imbibing and demanding quality and transparency from the industry.

[Tweet “Consumers are more aware and demand quality and transparency from liquor brands.”]

So much so, that some consumer groups have taken it upon themselves to sue spirits makers like Austin, Texas’ Tito’s Vodka, and most recently, Jim Beam bourbon, for false claims that they are handcrafted.

Handmade?

Handmade?

While Simon Ford, one of the erudite founders of The 86 Company, makers of Tequila Cabeza, agreed in this interview, that such lawsuits are frivolous, he does admit that small companies like his owes it to the consumer “to explain the ins and outs of how it’s made and why it’s a worthy spirit.”

Therein lies the rub.

The Truth and Nothing But The Truth

It behooves all small craft brands to continue educating their customers every chance they get, whether in person, through word-of-mouth, in point-of-sale materials (POS), or through social media channels.  And…

It is vitally important do so in print periodicals.

Conversely, it is the responsibility of the journalist, blogger, writer, copy editor or author of the article to report the information accurately–no matter what your boss says.

Think we’re being too difficult in demanding that we be quoted truthfully?  That we’re acting like prima donnas because we refuse to pair down our quote to fit your word count?  That we’re making a big deal out of a little white tequila lie?

Read this horrendous tequila blog posted on Liquor Online from August 2014, and then, get back to me.

If The Explosion Doesn’t Kill You, the Fallout Will

This piece of rubbish garnered such responses from readers like…

“What a disservice to someone that wants to learn / understand!”

And, this one…

Don't be THIS writer.

Don’t be THIS writer.

Lifestyle and Spirits Writers–

Let Me Let You In On a Little Secret…

It isn’t that we in this tequila community aren’t grateful for the opportunity to voice our opinions and impart our knowledge of our beloved spirit to your subscribers.  On the contrary–we are fully aware of the enormous goodwill that that kind of street cred can generate for us.

But you must understand and respect that it is our reputations, images, and brands that are also on the line.  Not to mention our character and integrity.

Remember–

You asked for our expertise to up your street cred, too!

Those of us throughout the tequila community take very seriously what we preach.  Whether we’re in the liquor store

Does your magazine add value to your lifestyle?

Does your magazine add value to your lifestyle?

aisles or quoted in the pages of a magazine or newspaper, we believe that at every moment we are adding value to someone’s life and lifestyle.

Don’t Be That Magazine

Like it says on Tequila Aficionado Media’s website and all of its social media, it is…

“The most comprehensive and informative source for Tequila, Mezcal and Sotol on the Internet or in print today.”

We don’t pretend to be anything else.  Your favorite magazine shouldn’t either.

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:

San Antonio Cocktail Conference Media Party

Media party invite.

Media party invite.

[The fourth annual San Antonio Cocktail Conference was held from January 15 to January 18, 2015 here in San Antonio, Texas.  Tequila Aficionado Media attended with particular interest in all events surrounding agave spirits.]

Wednesday Night Media Party #SACC2015

As most of San Antonio’s cocktail culture creatures were safely at home in their jammies on the eve of the opening of the Fourth Annual San Antonio Cocktail Conference, every foodie, cocktail and spirits blogger, writer, photographer or pretender from all major cities in Texas, hobnobbed, photographed hors d’oeuvres for future food porn, and took selfies while collecting their official press credentials and tickets for their requested seminars from the organizers’ public relations company.

The St. Anthony Hotel, considered the Grand Dame of hotels in

Ornate brass ram.

Ornate brass ram.

downtown San Antonio, was the site of this evening’s sedate affair for the thin press corps.

The Venue

Having hosted such dignitaries as Eleanor Roosevelt and Princess Grace of Monaco during its illustrious history, this early 20th century monumental inn was San Antonio’s first luxury hotel.  It is listed on the National Register of Historic Places, and its importance to this city’s nightlife can’t be denied.

Eagle above doorway.

Eagle above doorway.

With a recent renovation under its belt, the lobby’s grandeur alone was impressive.  The St. Anthony’s timeless elegance would also be the site of the Waldorf on the Prairie soiree later that week.

Edwardian-era furnishings, high ceilings and crystal chandeliers made most of us feel underdressed, and the DJ spinning hip hop for the millennials in the group, seemed anachronistic.

After a greasy and unappetizing crab cake morsel, it was time to

Griffin.

Griffin.

hit the bar.

The Roca Patrón Roadshow Rides Again

The Roca Patrón roadshow finally hit San Antonio, and the response was unimpressive and underwhelming.

In sharp contrast to the all-out event that Tequila Aficionado Media attended in Austin, Texas at the Brazos Hall in late summer 2014, the San Antonio media’s introduction to Roca Patrón and Patrón’s other lines, was hardly noticed.

No Snifters.

No Snifters.

And, even though this was a major cocktail conference, only a small crew of four bartenders took orders from a prepared menu of Patrón signature drinks that included a build-your-own Old Fashioned using each of Roca Patrón’s expressions.  It left no room for imagination, and a lot to be desired.  But, hey, it was an open bar.

We preferred to sip the Roca Patrón reposado neat since we had determined it to be the star of the line up.  Our bartender that evening agreed, but, sadly, only rocks glasses were available to sip from.

In the end, the juice’s nose and flavor unceremoniously dissipated into the hip hop’s baseline.

Not the average photo booth.

Not the average photo booth.

Ready to call it an uninspired night with no reason to linger, we were again distracted by Patrón.

…But First, A Selfie

With an unusual take on the traditional photo booth, Patrón hired a photographer who encouraged willing souls to pose for black and white photos with, or without, their Patrón signature cocktails in hand.

A separate printer would instantly spit out the Patrón branded selfies where another assistant would graciously frame them for you.  You could even text the photos to your own cell phone.

Lisa and Mike representing Tequila Aficionado Media.

Lisa and Mike representing Tequila Aficionado Media.

Never missing a chance to educate their audience on its products (and to mine more followers on all its social media platforms) the back of the frames shared Patrón production factoids (“Did you know the high quality agave used to produce Patrón is slow baked in small brick ovens for 79 hours?”) while the inside flap invited us to share our photos on their social media accounts with specific hashtags.

Well played, Patrón, well played.

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.]