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Embajador Tequila Conquers California At Spirits of Mexico!

Captures gold and silver medals across contest categories…

Embajador, reposado, spirits of mexico, tequila, tequila aficionado, anejoSeptember 29, 2014, Del Mar, CAEmbajador Tequila Supreme añejo was awarded a gold medal from the longest running Mexican spirits competition in North America, the Spirits of Mexico.  A panel of judges with over 300 years of experience between them also voted both Embajador Tequila Platinum Blanco and Embajador Premium Reposado coveted silver medals.  The blind tasting took place on August 25-26, 2014 at the popular Hacienda Hotel in Old Town San Diego with the results announced yesterday during a special ceremony at the Del Mar Fairgrounds.

Hailing from the famed blue agave growing region of Atotonilco in the highlands of Jalisco, the family owned Embajador Tequila stunned the Spirits of Mexico competition by capturing the gold medal in the añejo category.

“We feel like sweepstakes winners!” exclaimed an overjoyed Andres Garcia, Embajador’s Regional Sales Manager.  “Taking the gold medal for our anejo at the Spirits of Mexico tasting competition is breathtaking.”

And just like their global brand ambassadors, Mariachi Nuevo Tecalitlan, one of the hottest mariachi troops in Mexico, Embajador tequila swaggered into the blanco and reposado segments of the competition and claimed twin silver honors.

“We are ecstatic over winning two silver medals for our reposado and blanco, too,” added Garcia.  “We’re extremely proud of the consistency in Embajador’s flavor profile and quality.”

The Embajador family is adamant about crafting superlative and distinguished tequila.

Embajador, reposado, spirits of mexico, tequila, tequila aficionado, platinum, blancoIt uses only its own estate grown 100% blue weber agave that is carefully tended for 8-10 years.  Baked in an adobe oven, the piñas are shredded using water from the distillery’s own aquifer, and then fermented from 3-5 days.  After double distillation, the luminous Platinum expression is rested 40 days in stainless steel vats to ensure a complete balance of character.

The captivating Embajador Premium Reposado is rested for a period of eight months in American and French Oak barrels, while the gold medal winning Supreme Añejo is aged with devotion for one year and six months in American and French Oak barrels.

This has been a year filled with accolades for the small batched Embajador tequila.  In April, it racked up a glimmering platinum title at the prestigious SIP Awards, while their other expressions garnered silver and bronze prizes, as well.

Embajador, reposado, spirits of mexico, tequila, tequila aficionado“Getting these esteemed awards is a symbol of our family’s determination, commitment and dedication to producing high caliber tequila,” said Garcia, “and that’s the better part of winning.”

Entering tasting competitions and gaining recognition for accumulating awards is only part of Embajador’s strategy to grow the brand.

“Acquiring the gold and silver medals provides us and our distributor sales team with a tequila that we can be proud to stand behind and be assured it’s top-notch juice,” explained Garcia.

“These trophies are great sales and marketing tools that give us the opportunity to present Embajador to any retail buyer and be confident that it will add value to their premium tequila shelf selection,” he described.

“We plan on celebrating these awards with a big ‘Thank You’ to all the people behind the scenes that made Embajador Tequila what it is today,” continued Andres.  “We value their hard work, long hours and integrity.”SOM-logo

Gratefully, he added, “Thank you Spirits of Mexico for celebrating and acknowledging this noble spirit.”

Not accustomed to sitting on their laurels, Andres Garcia admitted, “We plan on commemorating this triumph by popping a few bottles of Embajador Tequila.  Salúd!”

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Distributors/Vendors:  Contact Andres Garcia, Regional Sales Manager, to discuss the benefits of adding Spirits of Mexico gold medal winner Embajador Tequila to your portfolio at andres@embajadortequila.com.  More details on Embajador Tequila on their website here.  To learn more about the Spirits of Mexico, click here.  Spirits Writers:  For an in-depth interview with Andres Garcia, call 469-216-0567.  Hurry–slots are filling up fast!

 

Announcing the Triumphant Arrival of Tequila Embajador

Embajador Premium Reposado tequila takes Platinum prize from among 403 entries at the prestigious SIP Awards…

sip award, embajador, tequila

st. regis, sip award, embajador(Press release)

Austin, TX–On April 27, 2014, at the luxurious St. Regis Monarch Beach Resort in Dana Point, CA, a 100 member panel of judges voted Embajador Premium Reposado tequila a Platinum prize at the 6th annual SIP AwardsEmbajador Tequila Platinum blanco also received a Silver medal while Embajador Tequila Supreme añejo scored the Bronze.

embajador, tequila, sip award“Winning the Platinum SIP award for our Embajador Premium Reposado expression is truly an honor,” beams Andres Garcia, Regional Sales Manager for the family owned brand.  “We are super excited to be recognized and to be mentioned in this category alongside some of the most respected brands in the industry.”

The family estate and distillery of Tequila Embajador is nestled in Atotonilco, in the highlands of Jalisco, the same region made famous by such legendary producers as Don Julio and Siete Leguas.  Those same values that created these mythic tequilas are the exact ones that drive Embajador to perfection.

embajador, tequila, sip award“We are a family who is motivated and inspired by the idea of crafting superior quality and distinguished Tequila.  Embajador is produced in small batches to focus on the brand’s consistency and quality principles,” states the Embajador website.

“Our family motto has been ‘quality over quantity,'” continues Garcia.  “This is about giving this noble spirit the time honored respect it demands and that we do every step of the way–with honor.”

embajador, tequila, sip awards, agaveTrue to their word, Embajador uses only their own estate grown 100% blue weber agave that is carefully tended for 8-10 years.  Baked in an adobe oven, the piñas are shredded using water from the distillery’s own aquifer, and then fermented from 3-5 days.  After double distillation, the luminous Platinum expression is rested 40 days in stainless steel vats to ensure a complete balance of character.

The SIP Platinum award winning Embajador Premium Reposado is rested for a period of eight months in American and French Oak barrels, while Embajador’s Supreme Añejo is aged with devotion for one year and six months in American and French Oak barrels.

 

 

Mariachi Nuevo Tecalitlan, embajador, sip award, tequilaThe Embajador family is so serious about presenting the soul of Tequila to the rest of the world, and being true ambassadors, that they have partnered with Mariachi Nuevo Tecalitlan, one of the hottest mariachi groups in Mexico.  As they travel globally, these talented mariachis bestow special bottles of Embajador (ambassador, in Spanish) to foreign dignitaries at each Mexican embassy they visit.

“We are building more than just a brand,” explains Garcia.  “We are creating a legacy that is focused on producing quality Tequila.”

Not only is the Platinum SIP award winning Embajador reposado fast becoming a favorite with mixologists, but all of the expressions are cocktail ready.  Embajador tequila signature cocktails are featured prominently on the brand’s website and correspond to the level of the consumers’ experience in crafting cocktails at home.

Have fun concocting poppers, lucious margaritas, and even Fluffy’s Chock-lit-D’lite, a whimsical drink inspired and dedicated to popular Latino stand-up comic, Gabriel “Fluffy” Iglesias, himself a fan of Embajador tequila.

fluffy, tequila, chocolate, embajador“The Embajador Tequila family, along with everyone involved, felt a high degree of honor, accomplishment and excitement because each person’s hard work and vision in producing a quality juice came to be recognized at the SIP awards,” admits Garcia.

“After all,” he concludes, “Tequila is Mexico and we are proud to be one of its Ambassadors.”

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Distributors/Vendors:  Contact Andres Garcia, Regional Sales Manager, to discuss the benefits of adding SIP award winning Embajador Tequila to your portfolio at andres@embajadortequila.com.  More details on Embajador Tequila on their website here.  To learn more about the SIP awards, click here.  Spirits Writers:  For an in-depth interview with Andres Garcia, dial 469-216-0567.  Hurry–slots are filling up fast!

 

 

 

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Embajador Tequila–Building a Legacy

embajador, tequila, tequila aficionadoAfter a tiring day of meetings and visiting key accounts in Austin, TX, Andres Garcia, Regional Sales Manager for family owned Embajador Tequila, was kind enough to visit with us in our San Antonio offices of Tequila Aficionado Media.  Over pizza and pours of Embajador reposado, Andres shared some insights into the SIP Award winning tequila brand.

We Are Family

In this clip, Andres tells how he and his wife, Esmeralda, first became involved with the estate grown Embajador tequila, as well as some of the symbolism depicted on the bottle.

Shortly after their return from Mexico, Andres continued his preparation by seeking guidance from his father on Embajador’s flavor profile and potential in the tequila market.

Continuing Education is Key

Relentless in his pursuit of proper preparation, Andres discusses the value of continuing education.  He also reveals that by working with famed Maestra Tequilera, Ana Maria Romero Mena, he has improved his tasting techniques in the field, and has amped up his appreciation for the entire tequila process.

The Pride of Telling Your Story

In this clip, Andres admits his passion for the family brand and why he prefers to conduct his own event tastings.

In this snippet, Andres shares how he separates Embajador tequila from the rest of the pack when visiting potential customers.

Slow And Steady

A handful of well known brands already come from the distillery (NOM 1509), but Andres has no illusions of what it will take to make its flagship Embajador tequila successful.

Savvy Guerilla Marketing

Andres & Esmeralda  with FluffyAside from entering carefully selected tasting competitions like the SIP Awards, Andres has also sought unique ways to help promote Embajador.

Embajador tequila signature cocktails are featured prominently on the brand’s website including a whimsical drink inspired by and dedicated to popular Latino stand-up comic, Gabriel “Fluffy” Iglesias, himself a fan of Embajador.

Mariachi Nuevo TecalitlanThe family has also partnered with Mariachi Nuevo Tecalitlan one of the hottest mariachi groups in Mexico.  As they travel globally, these talented mariachis bestow special bottles of Embajador (ambassador, in Spanish) to foreign dignitaries at each Mexican embassy they visit.

Additionally, understanding the value in being a start up company, Embajador was a sponsor of the female led indy film Salt, Liquor, Lime in which they received prominent product placement.

Here, Andres relates the extent of the family’s long term commitment even in the midst of the current agave shortage, as well as a scoop on an upcoming release to its line of award winning expressions. [Spoiler Alert!]

 Not To Go Wide, But To Go Deep

Andres Garcia expresses the family’s philosophy on the future of Embajador tequila.

It’s obvious that the family is building more than just a brand.  They are creating a legacy that is focused on producing quality tequila.

“After all,” concludes Andres Garcia, “tequila is Mexico and we are proud to be one of its Ambassadors.”

Follow Embajador Tequila Online

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Salt, Liquor, Lime–A Tequila Flux Capacitor by M.A. “Mike” Morales

Tequila Aficionado Media on The Set Of Salt, Liquor, Lime

Tequila Aficionado Media first made contact with the co-producers of Salt, Liquor, Lime in the Spring of 2013 via social media.  Once production was moved in late August to Southern California during a blistering heat wave, we were invited to join the cast and crew to exclusively record our experiences on the set.

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The Stars of the indie short film, Salt, Liquor, Lime.

The Stars of the indie short film, Salt, Liquor, Lime.

Remember 1989?

There were only a handful of 100% de agave tequilas back then:  Herradura, Chinaco, El Tesoro de Don Felipe, Hornitos and a young upstart brand that would revolutionize the spirits world, Patrón.  These were popular with the original tequila snobs–movie stars and artists–but mixto tequila (51% blue agave, 49% “other sugars”) captured the lion’s share of the market.

It was the end of the Reagan era with the election of George H. W. Bush as President while hundreds of savings and loan associations were bailed out by the government for $150 billion.  Exxon’s oil tanker, Valdez, spilled 11 million gallons of oilafter running aground in Alaska, but gas was just  97 cents per gallon.  Anddue to the greenhouse effect, scientists declared 1989 as the warmest year on record.

Meanwhile, in music, Jon Bon Jovi married his high school sweetheart in Las Vegas while Michael Jackson was named the “King of Pop” at the Soul Train Awards.  The Moscow Music Peace Festival took place in the Soviet Union and was headlined by Bon Jovi, Ozzy Osbourne, Mötley Crüe, Skid Row, Cinderella, and the Scorpions.  Finally, Whitesnake’s David Coverdale married rock n’ roll video vixen (and every adolescent boy’s dream), Tawny Kitaen.

 

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Skinny's Lounge in North Hollywood, CA.

Skinny’s Lounge in North Hollywood, CA.

In their hey day, famed West Hollywood night clubs like the Whisky-a-Go-Go, the Roxy and the Troubadour packed patrons in to see such groups as Great White, Warrant, Poison, and Guns N’ Roses.  Out in North Hollywood, The Lodge, now known as Skinny’s Lounge, was serving the gay/transsexual communities in droves.

Twenty-five years later, Skinny’s is now the scene of a raucous new indie short film that takes place during the glory days of glam rock, power ballads, big hair and cheap tequila.

 

Salt, Liquor, Lime

The mysterious magic bottle of tequila.

The mysterious magic bottle of tequila.

Salt, Liquor, Lime is the story of three forty-something women, Diana (Vené Arcoraci Dixon), Jenn (Connie Marie Chiarelli) and Michelle (Sabrina Stewart) reuniting for their 20th college reunion.  Before the big event, they decide to pre-game at their old hangout, the Deja Vu Tavern (Skinny’s), for one drink.  It’s there that Marie (Liane Curtis), Deja Vu’s ageless owner and tequila maven, gives them some magical tequila from a mysterious bottle.

The hangover effect of this “tequila flux capacitor” takes the gals someplace unexpected where they discover their true hearts desire.

 

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Susan Thompson and Cynthia Macadam, co-producers of Salt, Liquor, Lime.

Susan Thompson and Cynthia Macadam, co-producers of Salt, Liquor, Lime.

 

The Story Behind Salt, Liquor, Lime

Billed as “a short film about time, tequila and the space time continuum,” Salt, Liquor, Lime is written and directed by Cynthia Thompson MacAdam, and co-produced by her and her multi-talented cousin and make up artist, Susan Thompson.

 

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      During a break in filming at Skinny’s Lounge, they discuss the project’s long history.

Indie Tequilas Answer The Call

No one knows the blood, sweat and tears that it takes to bring an independent film from conception to fruition better than a tequila brand owner, especially a small, independent tequila brand owner.

Struggling with mounds of paperwork, sometimes for years in both English and Spanish, to locating and acquiring financing and choosing the right distillery to direct the project.  Then, devising an effective marketing strategy to advertise the brand on a shoestring budget while fighting for shelf space next to the “Big Boys” with unlimited piles of cash.  And even if you win an award here and there for your quality and excellence, that’s still no guarantee that cases will move and bottles will fly off the shelves (or, in the case of movies, put butts in the seats), at least not without high powered distribution in place.

That’s why the following leading independent tequila brands chose to support Salt, Liquor, Lime and were rewarded with some slick product placement.

Karma tequila.

Karma tequila.

 

Karma (NOM 1107)–An award winning blend of double and triple distillation, this Highlands tequila is fronted by partners Ray McBride, Robert Grant and Gary Eisenberger who have carefully and strategically grown the brand from the West Coast to East Coast using pure passion and, of course, good karma.

Embajador tequila.

Embajador tequila.

 

 

 

 

Embajador (NOM 1509)–Declaring to be “the finest shot in the game,” this Arizona based family owned brand is gaining serious traction in the tequila industry.

 

Suerte tequila courtesy of Felicity Ryan.

Suerte tequila courtesy of Felicity Ryan.

 

 

 

 

 

 

Suerte (NOM 1530)–One of the hottest young brands to come along, this tequila has quickly acquired a name and a reputation for quality under the shrewd guidance of its co-founders, Lance Sokol and Laurence Spiewak.

Each of these brands not only understood the value of independent films as art, but also the importance of supporting female spearheaded projects, particularly in this era where marketing numbers show that 70%-80% of the buying decisions for the household are heavily influenced by women.

The Challenges of Filming A Female-Driven Comedy

Whether it’s marketing a fledgling tequila brand or shooting an indie film, flexibility while keeping an eye on results is critical for its survival.

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In this clip, Cynthia and Susan discuss the changes and challenges of filming Salt, Liquor, Lime, a female-driven comedy, and where they’d like to ultimately end up. 

Keeping It Real

Stunt booze.

Stunt booze.

Skinny’s Lounge in North Hollywood doubled as the Deja Vu Tavern, the fictional club in the Midwest that is the scene of all of the short film’s interior action.  Actress (and one time bartender) Lacy Fisher, also the film’s production designer and whose husband owns Skinny’s, made sure that everything on and behind the bar echoed the trends of 1989 and today.  Even the cocktails had their own stunt doubles.  No alcohol was poured or harmed during the making of this film.

 

 

Ready For Our Close-up! 

In a surprise move by Cynthia and Susan, Tequila Aficionado was mentioned in one of the character’s dialogue.

tequila aficionado, salt liquor lime movie

Tequila Aficionado in the movies.

 

 

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Quiet on The Set!

Craft table.

Craft table.

Ask anyone who’s ever worked on a film set and they’ll tell you, movie making is like the military–“hurry up and wait.”  Long lulls between scenes while the crew lines up lighting and camera angles can last hours.  Not so on the set of an indie film.  Much like bringing a young tequila brand to the market, nimbleness and thinking on your feet are required.

Budget constraints, time crunches and scene continuity are dealt with in real time.  Skinny’s opens  every night of the week at 8pm, so the cast and crew had early set calls for hair and make up and none of the equipment could be left overnight.

Teamwork and camaraderie are strengthened, and most times, egos are left at the door.  What results are more brilliant portrayals, more genuine emotion, and…

 

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…More hilarious laughs.

 

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And the Award Goes To….

Salt, Liquor, Lime, the short film, premiered on January 24, 2014 to a full house at Skinny’s Lounge.  Guests were treated to cocktails and laughs and the cast and crew were given a proper send-off.

Balancing act.

Balancing act.

Like a start-up tequila brand, hopes and dreams are nurtured by hard work and care.  Film festivals like South by Southwest (SXSW), the Sundance Film Festival and many others are certainly a possibility for Cynthia and Susan’s project.

Whether a newcomer tequila envisions itself to be the next Cabo Wabo or Peligroso, or Salt, Liquor, Lime promises to be the next Bridesmaids or The Hangover is anyone’s guess.  But like any indie film or indie tequila, it’s not just about the buzz behind your brand, but how well your story is told.

The ladies of Salt, Liquor, Lime have fun with Siete Leguas tequila.

The ladies of Salt, Liquor, Lime have fun with Siete Leguas tequila.

 

Keep it here on TequilaAficionado.com to see how this tale ends.

 

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If you’d like to support the indie film Salt, Liquor, Lime, go here.

Follow Salt, Liquor, Lime on Facebook. And on Twitter @SaltLiquorLime

 

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Sipping off the Cuff: Embajador Anejo

Embajador Anejo, tequila, anejo, embajador

Tequila Aficionado’s Alex Perez and Mike Morales taste and discuss Embajador Anejo tequila in this Sipping off the Cuff ™ tequila tasting program.

Find more Sipping off the Cuff programs (and their bloopers) on the Tequila Aficionado YouTube Channel here: http://www.youtube.com/user/Tequilaaficionadomag

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