Dazed & Diffused: More on the Diffuser in Tequila Production

We briefly tackled the diffuser controversy earlier in 2014 with The Diffusor in Tequila Production: Are They Cheating? and in Craft Tequila–WTF Does THAT Mean? Part 2  where we featured our Craft Tequila Gauntlet to help you make better buying decisions when seeking quality craft tequilas.  Here, Tequila Aficionado Media delves deeper… What’s Not on The Menu On … Read more

Perfect Pairing: Catador Course & Tasting Journal

The Tequila Aficionado Consumer Catador Course: A comprehensive course for tequila lovers from field to glass The Tequila Aficionado Consumer Catador Course is a comprehensive course for consumers, hobbyists, and professionals to understand the art and science of tequila tasting. This course is the culmination of over 30 years of research, thousands of tastings, and … Read more

Tequila Aficionado Consumer Catador Course

The Tequila Aficionado Consumer Catador Course: A comprehensive course for tequila lovers from field to glass The Tequila Aficionado Consumer Catador Course is a comprehensive course for consumers, hobbyists, and professionals to understand the art and science of tequila tasting. This course is the culmination of over 30 years of research, thousands of tastings, and … Read more

Tequila Aficionado Consumer Catador Course

The Tequila Aficionado Consumer Catador Course: A comprehensive course for tequila lovers from field to glass
The Tequila Aficionado Consumer Catador Course is a comprehensive course for consumers, hobbyists, and professionals to understand the art and science of tequila tasting.

This course is the culmination of over 30 years of research, thousands of tastings, and two years of intense writing.

One of our greatest frustrations in the tequila industry is that all of the general educational opportunities were locked behind language and financial barriers and brand specific education is often riddled with half truths and outright lies and then stuffed with meaningless fluff. A phrase you’ll often hear us say around here is “Ain’t nobody got time for that!”

And nobody does.

Our goal at Tequila Aficionado Media has always been to filter out the nonsense and provide consumers with an unbiased educational experience.

This book, which will soon be available in audio and video formats, is the basis of your course. Each lesson is supplemented by additional reading, videos, and homework assignments (see the last chapter of this book for the web address) and one-on-one mentoring with Mike Morales. By the time you’ve completed this course of study, you’ll have acquired a comprehensive education on all things tequila from field to glass. You’ll also have a significant number of tastings under your belt – to include blind tastings and flights – and you’ll be fully equipped to participate in a formal cata under the guidelines of the Mexican Tequila Academy.
Table of Contents:

Introduction (Do Not Skip!)
Chapter 1 The Consumer Catador Course Difference
Chapter 2 Who this course is for
Chapter 3 Course Objectives
Chapter 4 The Profile of a Consumer Catador
Chapter 5 The Agave Lifespan
Chapter 6 Highlands vs Lowlands
Chapter 7 Pollinators
Chapter 8 Organic and Kosher
Chapter 9 What’s a Denomination of Origin
Chapter 10 Martinsplaining Terroir, Taste, and the DO
Chapter 11 Terroir and Taste
Chapter 12 Tequila Process
Chapter 13 Agave- The Urban Legend of 24 Brix
Chapter 14 Fermentation
Chapter 15 Distillation
Chapter 16 A Word About Additives
Chapter 17 The Fuss About Diffusers
Chapter 18 Final Thoughts on Diffusers
Chapter 19 Distillery Diffuser List
Chapter 20 The Dumbing Down of the American Palate
Chapter 21 Maturation
Chapter 22 Pet Peeves
Chapter 23 Evaluating Tequila by Sight
Chapter 24 Evaluating Tequila by Smell
Chapter 25 Aromas in Tequila
Chapter 26 How You Feel
Chapter 27 Taste
Chapter 28 A word about oral hygiene
Chapter 29 How to train like a Sommelier
Chapter 30 Pro Tips & Tricks of The Trade
Chapter 31 The Greatest Trick of All
Chapter 32 Important Elements of a Tasting – The Glass
Chapter 33 Important Elements of a Tasting: La Cata
Chapter 34 How to Taste Tequila Like a Catador
Chapter 35 How to Survive a Tequila Tasting Show
Chapter 36 How Disinformation Becomes Misinformation
Chapter 37 How Disinformation Becomes Misinformation: A Case Study
Chapter 38 How to Read a Tequila Label
Chapter 39 How to download the NOM list
Chapter 40 What is the three-tier system of alcohol distribution
Chapter 41 The Twisted Histories of the Mexican Tequila Tasters Academies
Chapter 42 Tequila Statistics from the CRT and DISCUS
Chapter 43 Executive Board of CNIT
Chapter 44 DISCUS Director Members
Chapter 45 What Is…
Chapter 46 Who Is
Chapter 47 Important links to know
Homework and Additional Reading (Bonus Website)

Golden Rule Spirits Ready to Drink Margarita Review

When we asked for more information on the source of their tequila, James Mauk of Golden Rule Spirits replied as follows: “Thank you for the kind words regarding our product, it took about 2 years to create so it’s always nice to hear strong feedback. As Lena mentioned, my partner (Hunter) and I traveled to … Read more

Quo Vadis Tequila? The Art of Keeping the Proven and Creating the New

A guest interview with Alejandro Cuevas Romo of Excelencia Tequilera de Jalisco and Tequila Huizache Tequila stands between two fronts: There is the clichéd rejection of a commercialized product at the expense of quality and then the traditional admiration of a passionate masterpiece that can no longer meet the demand of the world markets in … Read more

The #1 Way to Attract Millennials to Your Agave Spirit Brand

Hold on to your seat because your world is about to get rocked with the biggest game-changing piece of information you need to know about getting millennials to buy your agave spirit brand. Ready? STORY. That’s it.  Story is the game changer. Don’t believe me?​ While you’re busy selling babes, boobs, beaches, and beards, the … Read more

The #1 Way to Attract Millennials to Your Agave Spirit Brand

The #1 Way to Attract Millennials to Your Agave Spirit Brand The #1 Way to Attract Millennials to Your Agave Spirit Brand Hold on to your seat because your world is about to get rocked with the biggest game-changing piece of information you need to know about getting millennials to buy your agave spirit brand. … Read more

How to Survive the Tequila Turmoils of 2018

Whether you’re in the business, a savvy consumer, or just an Average Joe overwhelmed by the hype of agave spirits, how can you ensure that you’ll survive the upcoming tequila turmoils of the rest of this year, and beyond? We’ll show you how. But first… Let’s Review You’ve heard the news of the current agave … Read more

The Agave Panic of 2018: Bloodshed on the Streets of Tequila

Bloodshed On Jan. 22, 2018, a particularly savvy tequila brand owner announced in a private message to this office: “Agave prices out of control.  $22/kilo.  Industry getting destroyed!” Coincidentally, earlier that same day, another brand owner/ambassador admitted to us that the current cost had blown up to $24/kilo. That savvy brand owner then added to … Read more