Tag Archives: Los Angeles

The Roca Patron Road Show

The Roca Patrón launch party invitation.

The Roca Patrón launch party invitation.

 

Roca Patron Hits The Road

All across the country, in carefully selected cities where the beautiful people roam like Los Angeles, New York, Chicago, Miami, and San Francisco, the Patrón PR machine (which spent a reported $34.1 million in measured media in 2013), is rolling out its new Roca Patrón line of tequilas.

Here in Tejas, on August 11, 2014, at the famed Brazos Hall in Austin, Tequila Aficionado Media was invited to the head of the line and behind the braided rope to be one of the first to try this new offering from Planet Patrón.

Once Inside…

The Brazos Hall was entirely furnished with wooden Roca Patrón branded furniture, fixtures, barrels and props, along with its own stage where a dynamic digital screen replayed a two minute silent video that was programmed to pulsating club music at deafening decibels.

 

 

Besides coming with its own publicity campaign that includes a stylized knockoff of their familiar bottle, projecting the Patrón name and iconic bee symbol onto the walls and some snappy slogans on ads and cushy sofa pillows, the entire experience is designed to embed a feeling of Old World rustic tequila-making with a modern twist.

The Process

El Tesoro's tahona, still in use.

El Tesoro’s tahona, still in use.

What makes this new addition to the Patrón portfolio any different from its usual ho-hum juice?

Roca Patrón (a Spanish corruption of the English word rock) is made exclusively using a tahona or volcanic stone wheel to macerate agave piñas to extract its juice.  Until the invention and adoption of more efficient and less labor intensive shredding machines, this was once how all tequilas were produced.

In this clip, Patrón Quality Director, Mario Chavez, explains why they settled on a 90 proof blanco and reveals some of the details in the pre-planning of the Roca line.

Mario explained that the tahona has always been part of the tequila making process for regular Patrón which they blend after distillation with juice that has been shredded.  This method was made famous by Tequila Siete Leguas, Patrón’s original producer, and eventually pilfered by Patrón.  For Roca, however, no blending occurs.

 

2014-08-11 19.12.58

L-R: Mike Morales, John Rivers of Julio Cesar Chavez Tequila, Mario Chavez. Patrón Quality Director, Mario Chavez, was so animated and excited about sharing Roca Patron that we couldn’t capture a still photo of him! Special thanks to Greg Cohen for inviting us to a great party!

 

Francisco-head-shot

Francisco Alcaraz, Patron Master Distiller

In his passion, Mario was sure that there were no other tequilas produced exclusively using a tahona.  I reminded him of the sought-after Fortaleza brand which he acknowledged, and Suerte, which he had never heard of.  But, why would he?  He is so engrossed in his own line that it figures that he would be oblivious to any other ones.  An honest, and forgivable, mistake.

Several distillers/chemical engineers are associated with the Roca line.  It’s refreshing to see a new face representing Patrón besides Francisco Alcaraz, their long time Master Distiller.

Cocktail Worthy

The Roca Patrón website has plenty of signature cocktails, but for each of the other 40 odd launch cities including Austin, original recipes were created by hired hot mixologists.

As previously pointed out in our reviews of Cabeza, Tapatío 110, and the entire Dulce Vida line, overproof tequilas shine in cocktails and Roca Patrón is no different.

Both myself and Mario agreed, however, that for a purist, a tequila the caliber of Roca

Lutfy Flores, David Alan, Carolyn Gil, Brian Dressel, Joyce Garrison, Patrón's guest mixologists.

Lutfy Flores, David Alan, Carolyn Gil, Brian Dressel, Joyce Garrison, Patrón’s guest mixologists.

Patrón would be much better served either neat, or simply on the rocks.

The Break Down

For the sake of transparency, we were served Roca Patrón on tap at room temperature in branded champagne glasses.  (Don’t be fooled by the lit-from-behind liquid lines viewed through false tequila barrel tops.  Patrón invented the art of visual illusion for these events.)

Patrón reps that evening admitted that it was not the best way to taste test tequila, but considering the amount of guests invited to the launch, it proved more cost effective.

Due to the darkness of the Brazos Hall, observing Roca’s color was next to impossible.

Roca Patrón Silver–90 proof

The new Roca Patrón line.

The new Roca Patrón line.

At first sniff, instant piedra (tahona, rock) with barely any hint of alcohol.  The nose gives no warning for what’s to come, however.  Extreme agave on the entry, so brace yourselves.  Light to medium finish that lingers on the palate, not down your throat.  On the second intake, more sweetness is evident.

Roca Patrón Reposado–84 proof

Instant butter on the nose to go along with the wood notes, vanilla and caramel.  Mario confessed that his wife is even able to pull some pineapple and pear on the entry.  Both were slightly noticeable, again with very little to no alcohol.  Aged in American oak barrels and guaranteed to coat your palate.

Roca Patrón Añejo–88 proof

Aged 14 months, mas o menos, there is evidence of dried fruit, nuts and some citrus.  Again, very little if any alcohol was present in the nose.  Very easy finish, but not as memorable as the reposado even though it, too, will coat the palate.

The Verdict

Both at the event and in digital print, Patrón reps and officials have admitted that there has been a gradual decline in demand for its tequila in the United States.  Consumers and industry professionals alike have dismissed it as a brand that rests on its colorful past and deft marketing.

Whether this trend has been due to the rise of mixologists and their demands for better and more artisanal ingredients for their cocktail creations, a more sophisticated and educated consumer, or focusing on its ravenous rise to dominance in the overseas Duty Free market, Roca Patrón is their bold statement to these allegations.

Despite Patrón’s attempt to backpedal into the current craft tequila craze with Roca, it is still a mass produced tequila targeted to their own particular customer base–

Those willing to spend anywhere from $69, $79, and $89 for silver, reposado, and añejo expressions.

Don’t expect to see these prices drop, either.  Patrón was one of the only tequila producers that refused to roll back prices during the recession even though consumers were trading down to cheaper brands.

In the end, those faithful Patrón followers who enjoy the Gran Patrón line (Platinum, Piedra, or Burdeos), but not the heady price tags, will appreciate Roca Patrón’s assertive flavor profile and less aggressive cost.

As for the Patrón Road Show…

It was an elegant, eventful, and enlightening affair.  Like watching Cirque du Soleil but without the embarrassing costumes.

***

Watch for a future Sipping Off The Cuff(TM) featuring Roca Patrón, coming soon!


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Tequila Tapatío And The Source of Life

Welcome Back, Old Friend

Tapatío logo poster

Tapatío logo poster

On two separate occasions, Carlos Camarena, the third generation master distiller of El Tesoro de Don Felipe and the equally famous and classic Tequila Tapatío, stepped outside of Las Perlas mezcal and tequila bar in the heart of downtown Los Angeles to enjoy a cigarette.

Taking in the scenery of a chilly and overcast Sunday afternoon in early June, he witnessed the pursuit of a purse snatcher by LAPD, and then an attempted carjacking by another perpetrator while the police were arresting the purse snatcher!

Carlos smiled and shook his head.  Surrounded by movie cameras and flood lights outside the front entrance to Las Perlas, his only thought was…

Another average day in LA.

La Perla Tapatía

Once inside the rustic and darkly lit Las Perlas, one of the more complete tequila and mezcal bars in Los Angeles, one realized that the movie cameras weren’t there to record street crimes or another TV reality show.  They were there to film an historic event–

The triumphant entrance of  the iconic Tequila Tapatío into California and the rest of the United States.

The press wall.

The press wall.

Jeff Couch and Vaughn Halyard, the co-partners of Congenial Spirits, a nimble distributor focused on boutique, handcrafted spirits, and the chosen distributor for Tapatío, had the foresight to sense the importance of documenting its US premier, even adding a professional photographer and a press wall for that red carpet feeling.

The invitees, comprised of LA spirits industry professionals and mixologists, settled in and Raul Yrastorza, the general manager and curator of Las Perlas, began the introductions for this question and answer segment with the guests of honor.

The Charbay Connection

Producing wines, ports, liqueurs, aperitifs, vodkas, rums, and whiskies at the famed Charbay Winery & Distillery in St. Helena, CA, Marko Karakasevic is also the importer of Tapatío under his Marko K Spirits of California banner.

Marko, a bear of a man who looks more like a right tackle for the Oakland Raiders instead of a barely 40 year old 13th generation master distiller, jokingly explains:

“In a family of distillers, no fruit, no root, is safe.”

Here, Marko recounts his first meeting with Carlos Camarena that lead to his family being invited to distill its own brand of Charbay Tequila at La Alteña distillery.

Heads, Hearts & Tails

So what do master distillers talk about in the wee hours of the morning over endless tequila?  Distillation, of course!

Carlos Camarena and Marko Karakasevic tell the story of their awkward first encounter that turned into what can only be an enduring relationship based on mutual respect and admiration.

The Upside Down World of Agave Spirits

Carlos chuckled that Miles Karakasevic, Marko’s father, the retired 12th generation master distiller of Charbay, and he did not get along that evening.

Whenever Carlos tried to explain the physics and biochemistry of tequila distillation versus the distillation of other spirits, it was in complete contrast to Miles’ years of education. 

Bullshit was uttered more than once.

“It’s not right!” exclaimed Marko.

Carlos discusses the upside down world of agave spirits distillation in depth…

Why Did It Take So Long To Get Here?

On my first visit to La Alteña in 2006, I asked Carlos what would happen if there was a sudden demand in El Tesoro de Don Felipe.  Would he be able to fill orders, or be forced to cut corners?

He declared that at any given time, he had approximately one million liters of tequila in storage to handle any spike in demand.  There would never be any need to cut corners and suffer a loss in quality.  No doubt, his policy also carried over to the Tapatío brand.

Here, Carlos demystifies his reasons for taking almost 76 years to bring Tapatío into the US market, and gives a bit of family history, as well.

During the course of the question and answer session, Congenial Spirits’ Vaughn and Jeff made sure that each of the Tapatío expressions were being served to the crowd in specially branded Tapatío shot glasses, starting with the 80 proof blanco and ending with the stellar Tapatío 110 proof.

Sipping it immediately brought back fond memories of my first trip to La Alteña and tasting this tequila directly from the still.

It hadn’t changed a bit.

Cocktail Hour

Drinks menu

Drinks menu

Once the Q & A ended, it was time to unleash the infinite possibilities that Tapatío 110 could provide.  Amanda Gunderson, Tapatío’s brand ambassador and designer of the evening’s drinks menu, wowed the crowd with her signature cocktails.

Names like Lolita Swizzle and La Alteña guaranteed that everyone in attendance would get a feel of what it would be like to visit Tapatío’s legendary distillery.  To say that these cocktails were lethally delicious would be an understatement.

La Alteña signature cocktail.

La Alteña signature cocktail.

Be aware that Tapatío 110 proof will not only shine in your cocktail and take you back to the Highlands of Jalisco, but it will sing to you for the rest of the evening.  Definitely, sip wisely.

The Source Of Life

Since many in attendance weren’t as well versed in the science of distillation as Carlos and Marko were, I asked Camarena how he would define distillation to a lay person.

Here’s what he had to say…

When Tequila Tapatío can be considered the source of life on this planet, there can be no such thing as just an average day in LA–or anywhere else, for that matter.

***

View more photos of this momentous event on our Facebook page here.

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