Tag Archives: Arizona

Roger Clyne’s Mexican Moonshine–Tequila With Intention

On a frigid and damp Saturday night in November 2013, Roger Clyne, along with his band The Peacemakers, invited Tequila Aficionado Media to an intimate concert at Billy’s Ice House in New Braunfels, TX. 

Click here for Part 1 of our visit with Roger Clyne.

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“The planet does not need more ‘successful people.’  The planet desperately needs more peacemakers, healers, restorers, storytellers and lovers of all kinds….” H.H. The Dalai Lama

JollyRahjahFrom the day that Bing Crosby carted his first bottles of Herradura across the dusty border from Mexico, tequila and popular music have been willing confederates.  After well over fifty years, modern recording stars like Carlos Santana, Justin Timberlake, Diddy, Billy Gibbons and others continue to tout their own tequila brands, either openly or quietly as part of investment groups.

But one recording artist does so both openly and somewhat quietly–Roger Clyne.

Shivering in the cold outside the Peacemakers’ eco-friendly tour bus, I recalled a conversation that I had had earlier with my good friend, Jason Silverman, Agave Beverage Manager at the famous Agave Bar & Restaurant in New York City.  He’d met Roger a few weeks earlier during the band’s New York swing and remarked that he was one of the coolest and most down-to-earth guys in the music and tequila business.

Once we climbed aboard, we were warmly met by heat (thank goodness!), dimmed lighting, and soft flamenco guitar music that instantly set the tone for a relaxing one-on-one with the only award winning tequila brand owner (Gold Medal at the 2014 San Francisco World Spirits Competition for Mexican Moonshine añejo) set to launch another highly anticipated indy album (The Independent premiered April 29, 2014).

 Rich gonna reap, Poor gotta sow…How we gonna make bread without any dough?

Being frank, open and honest, much like his lyrics, here Roger offers us a look into what it takes to bring his start up tequila onto the market to compete with big name brands.  As you’ll agree, it’s very similar to the indy music business.

Hello raindrop, hello sea…Hello jungle, leaf on the tree…Hello new day!

Possibly due to his early ranching heritage in Arizona, Clyne has pledged that the Peacemakers would walk softly upon the Earth while on tour.  He believed that his tequila factory should have the same respect for nature.

In this clip, Roger reveals his reasons for selecting Fabrica de Tequilas Finos (NOM 1472) as the producer of Mexican Moonshine tequila.  Foremost was the distillery’s efforts at environmental responsibility and vinazas clean up.

Screw-top wine, Rhythm and rhyme…My moonshine in a plastic cupBehind_Moonshine

Once referred to as the “Bruce Springsteen of the Southwest,” Roger’s rock n’ roll persona is often misinterpreted.  While he admits to playing as hard as he works, Clyne is a conscientious catador, learning from his mentors at Tequilas Finos, owner Federico Cabo and Master Distiller, Arturo Fuentes.

In these next clips, Roger Clyne gets up close and personal with his fans and concert goers at Billy’s Ice House in New Braunfels, TX, as he conducts his own tequila tasting of Mexican Moonshine.

Still a student of life, as well as tequila, in this snippet, we discuss proper tasting practices and the Vinturi aerator.

Hey Cantinero!

jason silverman, mixology, roger clyne, mexican moonshine

Jason Silverman, mixologist and fan of Roger Clyne – the man, the musician, and his Moonshine

 

With mixology driving the spirits industry and specially made cocktails being the new world order, Roger Clyne gives his thoughts on mixing with Mexican Moonshine.

Here, Clyne recounts his New York visit with Agave Beverage Manager, Jason Silverman, of the trendy Agave Bar & Restaurant.

So how does Roger Clyne relax after a long day on the road?  Try his signature drink, the Cheat-a-Rita!

And everything’s slowin’ down flowin’ counterclockwise

Throughout his journey, Roger Clyne has successfully handled life’s curveballs.

Circus_Mexicus

Circus Mexicus, a weekend beach party jam session in the sleepy town of Puerto Peñasco, Mexico

Whether it was pursuing a music career independent of the support of corporate record labels, or organizing Circus Mexicus, a weekend beach party jam session in the sleepy town of Puerto Peñasco, Mexico that has turned into a four day music festival, Roger Clyne & The Peacemakers have deliberately taken “the road less traveled.”

This same thoughtful path can be savored in each of his Mexican Moonshine expressions, and can surely be enjoyed in the melodies and lyrics of the band’s latest CD, The Independent.

If you feel that your own life decisions are turning your world counterclockwise, let these storytellers restore your soul and your taste buds, and heal your love for life.

After all, that was their original intention.

***

Enjoy this video of Roger Clyne & The Peacemakers’ hit, Counterclockwise…

Speaking of curveballs…

Amigos

M.A. “Mike” Morales and Roger Clyne posing for a picture after an amazing evening of tastings and interview

 

 

On April 29, 2014, Roger Clyne & The Peacemakers will unleash their seventh studio album, The Independent.  The title fits these musical mavericks like an old pair of faded jeans worn as a statement against oppression on Casual Fridays.   Yet, as Clyne states, “There’s something about our music that celebrates what’s uniting versus what’s dividing.”

independent

Click on the image to pre-order The Independent now (Release April 29, 2014).

Using this “Tequila Logic,” Roger Clyne has managed to do the same with Mexican Moonshine, gently hitching the spirit’s Lowland agave heritage to the wood notes of Kentucky bourbon to create a peacemaker that rightfully belongs in any collector’s arsenal.

Mexican Moonshine, Mexican Moonshine…Let your heart and your cup overflow, under the glow of the moonshine!  May your heart and your cup… Overflow…under the glow of the Moonshine!

Click here for Part 1 of our visit with Roger Clyne.

Visit Roger Clyne and the Peacemakers online now

Visit Roger Clyne and the Peacemakers online now

 

 

mex moonshine

Visit Roger Clyne’s Mexican Moonshine online now

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Change is at Hand for the Tequila Market, Part I

tequila market, masa azulPart I of II

Written by Chris Zarus of TequilaRack

Tequila Brands and Producers Have Already Sailed Into the Sucker Hole

For those new to the expression, a “sucker hole” is a colloquial term referring to a spate of good weather that “suckers” sailors into leaving port just in time for a storm to resume at full force and wreak havoc on the ship and crew.

For both Tequila Brand Owners and producers of a certain size, their ship has already sailed, and the storm is now closing in on them. Some in denial, others looking through rose-colored margarita glasses, still believe they can navigate through to that glimmer of light on the horizon. However, the perfect storm of doom looms just past the horizon of hope, and will soon envelope and destroy most, if not all, in its wake.

Oh, and that’s the good news. The bad news is that only a few of the big and the very nimble will survive.

This is because of a number of factors, primarily that too many of us bought in to the Yankelovich and similar studies that declared premium and above 100% Agave Tequila brands as the next big thing.

While the premises of these market premonitions were undoubtedly true, too many of us jumped headfirst into the juice just before the world economic decline. Six hundred brands have turned into 1200 brands in less than five years. The growth of the market has been dramatic compared with other distilled spirits, yet, it’s still relatively small, ranked only 4th in US volume. It has not grown fast enough to accommodate all of the entries into the field.

Resistance is Futile – Change is at Hand for the Tequila Market

train wreckThe Gravy Train Wreck Ahead

I’m sure that for many of you, in just reading the title of this article, your blood pressure has escalated, and you may already be misdirecting your anger at the author.

For others who have experienced the many similar economic paths to consolidation in the global beverage industry, you have already accepted that change has to occur, and you will soon better understand and appreciate the math behind what I am about to lay out, and why everything I’m about to outline here will happen in due course.

For those of you who have your personal fortunes riding on the Tequila Train, both prominence and profit may still seem to be so close that you think you can see the light at the end of the tunnel, or beyond the next bend. But, I’m sorry to say that for most of us in the biz, the light at the end of the tunnel is that of an oncoming locomotive. This will be a catastrophic collision, albeit in slow motion, that will drain your resources and your resolve.

iwsrWhat can be learned from the Russians? (Excerpted from JustDrinks.com)

The global economic crisis has had a significant impact on the Russian spirits market, changing market dynamics and briefly halting the much-lauded premiumisation trend, according to current research.

A recently released report from the International Wine and Spirit Research (IWSR) on Russia’s spirits market claims that the downturn has also led to “…disruptions across the supply chain, with many suppliers and distributors going bankrupt or halting production. For healthier companies, however, it has presented an opening to establish their brands and take market share…”

cloud liningThe Silver Tequila Clouds have a very Dark Lining (Excerpted from Global market review of Tequila – forecasts to 2013 www.researchandmarkets.com )

The history of the Tequila industry has been one of boom and bust. Sales rose during the 1940’s only to collapse again in the mid-50’s. Export sales rose steadily from the 1960’s onward, although domestic sales fell sharply in the 1980’s due again to an economic slump, and the severe Mexican economic crisis of the early 1980’s resulted in plummeting sales.

The market was again disrupted by a critical shortage of Agave beginning in the late ’90’s, which served to hold back the category’s international development as brand owners were forced to divert limited supplies to the core US market, and quality perceptions were damaged as some manufacturers moved from 100% to 51% (Mixto) Agave products.

Today, that dynamic is in reverse, and the market is in oversupply. More and more 100% Agave products are coming into the market. This is helping to raise quality perceptions, and in turn, demand is surging not only in core Mexican and US markets but across a number of other countries.

The outlook for the category has rarely been better, and Casa Noble Tequila president and COO David Ravandi commented, “Tequila is entering a stage of consolidation in the world markets. It is no longer a fad. The fact that 100% Agave Tequila exports have increased tremendously over the last two years is extremely positive for the product’s outlook in the years to come.”

US Tequila Importation is a Sucker Bet

tequila history, santa fe“My cousin will make the best Tequila for you Mr. Gringo”

“So, my friend, you want a great Tequila brand? We will make it for you. Just fifty percent cash up front to start the process.”

Unfortunately, far too many have fallen for this old gag. Relying heavily on the forecasting reports of the early 2000’s that suggested that luxury Tequila would be the next big spirits category after vodka.

With dollar signs in their eyes, the believers drank the Tequila Kool-Aid, most of them spending way too much to buy a brand, custom molded bottles, etc. But the worst part was that this left little if any money for marketing. Many did not even understand brand marketing inflation was happening right under their noses.

It had started soon after Patron hit 100,000 cases in volume in 2001, and the cost to market a Tequila brand in the US went from $1 to $10M per year. Today it takes at least $20M per year just to play in the same ballpark as Patron’s $50M plus, Sauza’s $35M plus, and Cuervo’s $30M plus marketing budgets.

Who could have predicted that a “realistic” business plan for the next successful ultra-premium Tequila brand calling for only 10,000 cases in the first year would end in it’s investors taking a bath?

The problem with this equation is three-fold:

1) Pricing: Unlike vodka and white rum, 100% Agave Tequila is just too expensive to produce and bottle in Mexico. Unless, like rum, vodka and mixto Tequila, it is able to be shipped in bulk and bottled near the final consumer, the cost involved with 100% Agave Tequila is always going to be too high to attain critical volume and profit levels.

2) Volume: US mass volumes are best when a spirits category is between $9.99-29.99/750ml. One hundred percent Agave Tequila is currently profitable only at the upper ranges when higher volumes are attained.

3) Distribution: The US “3-Tier” Distribution System is at best an oligopoly, and 19 states run a monopoly. Of the 1200 plus Tequila brands, want to guess how many they want to carry? Well, after the top 20, you are very lucky to be “special order only”. If you are fortunate enough to live in the states of California or Arizona, where one can be both the importer and distributor, you will find yourself driving your precious Tequila brand around to each account in your car.

Without product volumes or market clout, you will be hard pressed to get even an appointment, let alone a vender number with the chain restaurants and grocery stores. These major chain stores like Chili’s, Chevy’s, Costco, Kroger, etc., drive at least 85% of the combined volume in all but the control states. Without access to the chains, your market becomes the handful of privately owned, “Mom & Pop” accounts that usually know that small independent distributors are easy prey for bending the law on consignment, stringing out payments, or not paying at all.

While driving your own brand around certainly makes time for the personal touch and focus, these hand-selling efforts prove to be the most inefficient ways to distribute one Tequila brand. Your glass ceiling to fame and fortune becomes that next level of chain distribution that can only be had by a state-wide delivery system of the large wholesale distributor.

With Tequila segment Pricing, Volume and Distribution all against you, one will need to have a lot more money than the brands of the past in order to simply survive in the US.

Tanks-a-lot for Nothing

Call the tank maker and raise your stocks of liquid now!

no masUnfortunately, most of the mid-sized Tequila distilleries have bought into the notion that Agave prices will go up in the very near future. They base this notion on the boom and bust cycle of the past, and like Lehman Brothers, believe that they have successfully timed the market.

Greedily, many producers are now mortgaged to the hilt in order to produce all the Tequila that they possibly can afford to store in stainless tanks or wooden barrels. Fear of the impending Agave price increase that has yet to happen (and may not for many, many years) has seemingly forced them all into a squirrel-like stockpiling frenzy.

Are they storing Blanco, like acorns, for the hard winter ahead? These stored nuts of liquid demise are in reality winds conspiring to produce the perfect storm for all but the most financially secure and/or nimble producers.

Copyright 2010 International Tasting Group (ITG), All rights reserved. Unless otherwise noted, ITG is the legal copyright holder of the material on our blog and it may not be used, reprinted, or published without our written consent.

Links

SPIRITS TRENDS

U.S. Spirits Market 2008, Gross Revenues by Price Category

http://www.discus.org/pdf/2009IndustryBriefing.pdf (This is the most recent report by DISCUS for 2009. Tequila volume is still listed as 4th.)

http://www.thefreelibrary.com/Spirits+fast+track+brands.-a0144204154 (shows Patrón reaching 119K cases in volume in 2001.)

http://archive.cyark.org/2012-understanding-the-maya-calendars-blog

http://www.forgottenagesresearch.com/index.htm

http://www.nostradamus.org

http://www.oceanfreightusa.com/topic_impg.php?ch=19 (Bonded warehouses.)

http://dsc.discovery.com/news/2009/02/09/tequila-agriculture.html (agave farmers)

http://www.yankelovich.com/ (state of the consumer)

tequilarack

Originally posted October 1, 2010 by Chris Zarus of TequilaRack.  This is considered a standard in the industry and is even more relevant today.

Please visit TequilaRack, a member of the Tequila Aficionado Flight of Sites.

 

 

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