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Jessica’s Journey – Epic Marketing or Sauza History Lesson?

Epic Marketing or Sauza History Lesson?

You Be the Judge

Part 3 in Jessica’s Epic Journey

By Jessica Arent, Tequila Aficionado Contributor

Sauza History, tequila, jessica arent, tequila aficionado, la cofradia, jaime sauza, cuervo, distillery, wine, dobecq, brandyMy second day in Mexico was focused on the product and team brainstorming for a market launch. Believe me when I say Mel Gibson’s character in “What Women Want” wasn’t so far off in the process of branding and advertising. Total immersion into the product to help identify the audience, and the creativity necessary to capture the attention of the targeted audience can be taxing, especially when the tasting begins before the first cappuccino.

I walked into the meeting feeling the weight of travel, the mess of humidity, and trying to pull myself together. Guadalajara has a humid climate and the morning had already proven challenging with the struggle to tame my ever-frizzing hair. If you have ever attempted to straighten and smooth naturally curly hair in humid climates you know this can be an exercise in futility and frustrating endeavor, and yet we still attempt the battle. It tends to leave you irritable and makes for a difficult start to the day…until there was tequila? For breakfast? No way!!!

Several unmarked bottles sat on the table along with dozens of glasses.

And so the work day began, with a flute of 5-year Anejo in one hand and a double cappuccino in the other. . .

While I will not bore you with the details of the work day and the brainstorming that went into it, I will say that I felt like I consumed more tequila on this day than I have in all my years of drinking! 5-year, Plata, Reposado, 7-year…

Glass after glass, note after note…

It’s a tough job, but someone has to do it.

What?! It’s work!!

The truth is, while an extraordinary team, the incredible opportunity to work side by side with Jaime Sauza, and garner some of his knowledge and the rich family history that is his in the world of tequila, was without a doubt an incredible experience, and it was exactly this way that I spent the work day, collaborating with this extraordinary man…

Sauza History

Sauza History, tequila, jessica arent, tequila aficionado, la cofradia, jaime sauza, cuervo, distillery, wine, dobecq, brandyOriginally considered “Mexican Moonshine”, the poor man’s drink, Don Cenobio Sauza recognized opportunity early on(“Don” makes you think of the Godfather, doesn’t it?) In 1873 Don Cenobio Sauza founded Sauza Tequila at “La Perseverancia” distillery. He was the first distiller to call the spirit produced from the blue agave plant “tequila”, and the first to export the drink to the United States.

The Story goes like this….

Don Cenobio Sauza was born on a farm in Jalisco, Mexico. He was the third child of Hilario Sauza and Doña Margarita Madrigal Navarro. He worked on his father’s farm along with his siblings Adelaida, Juana, Fernanda, Luis and Herminia until he was sixteen. In 1858 Cenobio traveled to Tequila to visit his cousin Ramon Corona Madrigal. Enamored with the countryside and the rich soil, Cenobio settled in Tequila and got a job working at the distillery of José Antonio Gómez Cuervo. There he learned how to farm agave and distill mezcal-tequila.

Cenobio began to export mezcal-tequila from Tequila to other parts of the country. In 1870, no longer content to just sell, Sauza leased the “La Gallardeña” distillery from Lazaro Gallardo. Sauza saw great success, and three years later, on September 1, 1873 , purchased the “La Antigua Cruz” (The Old Cross) distillery (the oldest registered tequila distillery, founded in 1805 by José Maria Castañeda) from Don Felix Lopez. The transaction equated to 5,000 pesos and he promptly renamed it “La Perseverancia” (Perseverance).The former employee of Cuervo had successfully founded Sauza Tequila and become one of Cuervo’s great rivals.

In 1873 Sauza was the first to export tequila to the United States; crossing through the border at El Paso del Norte (present day Ciudad Juarez) carrying three casks and six jugs of his mezcal-tequila. This was the beginning of the export market for tequila.

The arrival of the railroad in Tequila, Jalisco, increased Sauza’s business and in 1889 he purchased the “La Gallardeña” distillery from Lazaro Gallardo. That same year he purchased the “Hacienda de San Martin de las Cañas”. This became Sauza’s headquarters and was simply known as “La Hacienda Cenobio”. Here he planted more than 2 million agave and started producing an estimated 800 casks of tequila per year. He purchased and sold thirteen more distilleries and numerous fields of agave, always working at least three at a time in order to remain the leader in tequila production and sales. Don Cenobio is credited with determining that the blue agave was the best agave for tequila in the 1890. Obviously the rest followed suit.

Sauza History, tequila, jessica arent, tequila aficionado, la cofradia, jaime sauza, cuervo, distillery, wine, dobecq, brandyDon Cenobio’s son, Don Eladio Sauza, was born in Tequila in 1883. At age 20 Eladio moved to Tecolotlan to take charge of his father’s distillery, “La Hacienda La Labor”. It was there that he learned the business of producing and selling tequila. Later, he moved to Mazatlán, a major port in the Northeastern part of Mexico, to establish a Sauza Tequila distribution center in order to increase exportation.

Upon Don Cenobio’s death in 1909, Eladio returned to Guadalajara to mourn his father and to take control of the Sauza Tequila Empire. Shortly thereafter, the Mexican Revolution threatened to expropriate Eladio’s business and farmland. During the Revolution, Eladio rallied patriotic sentiment and helped to establish tequila as the official spirit of Mexico.

Eladio modernized and expanded the family business by opening branches in Monterrey and Mexico City, as well as a concession in Spain. When Don Eladio Sauza died at the age of 63 on July 22, 1946, he left the Sauza Tequila business to his firstborn son, Francisco Javier Sauza

The Third Generation is Born

Sauza History, tequila, jessica arent, tequila aficionado, la cofradia, jaime sauza, cuervo, distillery, wine, dobecq, brandyFrancisco Javier Sauza was born in Tecolotlan, Mexico on December 8, 1903 to Don Eladio Sauza and Doña Silveria Mora Enriquez. Francisco Javier Sauza, like his father, was raised on tequila, and in the family tradition of his father and his grandfather he too grew to become part of the family legacy.

When Javier Sauza took over Tequila Sauza, shortly before his father’s death in 1946, he began at once to change the image of tequila from a “drink of the campesinos” to a refined spirit of the upper classes. His competitors scoffed when he redesigned the bottles and labels for a more tasteful look and began to age some of the tequila in wooden barrels for a smoother taste and color.  He took his product to fairs and expositions throughout Mexico, the United States, and Europe, and promoted it as “the drink of romance.” He also modernized production and transportation systems and built a bottling plant in Guadalajara.

In 1950, Francisco Javier added the Sauza Hornitos brand to the Sauza family of tequila. In 1963, he created Sauza Conmemorativo, a tequila that commemorated the 90th anniversary of the La Perseverancia distillery.

In 1973, to celebrate 100 years since the founding of the La Perseverancia distillery, Sauza created a specially aged tequila that he presented in a limited edition, green ceramic bottle. He called his creation Tres Generaciones in honor of the three generations that had produced Sauza Tequila: Don Cenobio, Don Eladio and Don Francisco Javier.

Traveling throughout Europe and Asia, Sauza grew concerned about the number of “pseudo-tequilas” being produced. Working with other tequila producers from Jalisco, Francisco lobbied President Jose Lopez Portillo saying, “Tequila is the only one made in the State of Jalisco, Mexico.” On December 9, 1974 the Label of Integrity decree stated that true tequila only came from the State of Jalisco.

Sauza History, tequila, jessica arent, tequila aficionado, la cofradia, jaime sauza, cuervo, distillery, wine, dobecq, brandyFrancisco Javier continued his father and grandfather’s legacy, but in 1988, for personal reasons, he decided to sell the Sauza Tequila business to Mexican brandy producer Pedro Domecq. The tequilas Sauza innovated – Sauza, Hornitos, Tres Generaciones – are still in production. Today Sauza owns about 300 agave plantations and is the second largest tequila manufacturer in the world.

The Fifth Generation

And here I was, spending my day working side by side with Jaime Sauza, the great, great grandson of Cenobio Sauza, getting the education of a lifetime in tequila. It just doesn’t get much better than this.

Or does it?

Well, that’s another segment anyway.

The end of the day had me returning to the hotel to change into cocktail attire for the evening ahead. Still wrestling with the humidity and the unruly mass that was once my hair, I managed to pull myself together (after an ice cold shower and having room service deliver a double espresso) and hustle back to the office for a “roof top CATA”.  Stepping into the elevator I smoothed down my dress, and checked my makeup in the reflection of the doors one last time. As the elevator approached the roof, I could hear a Spanish guitar and the tinkling of glasses.

Then the Doors Opened

Sauza History, tequila, jessica arent, tequila aficionado, la cofradia, jaime sauza, cuervo, distillery, wine, dobecq, brandyI walked into the most elegant setting I could imagine. A pergola covered the rooftop with climbing bougainvillea in vibrant colors. Elegant wicker seating with crisp white linen cushions was strategically placed for lounging and open conversation. Small teak tables, dressed with glowing candle lanterns and aromatic orchids in purples and whites were the centerpieces of the seating arrangements.

In one corner stood a bar with dozens of amber colored unmarked bottles.  Mike Vernardo, the master mixologist brought in from Austin, Texas, masterfully created artistic libations, served by four beautiful young Mexican women wearing little black dresses and engaging smiles.

The League of Extraordinary “Tequilans”

Sauza History, Mike Vernardo, tequila, jessica arent, tequila aficionado, la cofradia, jaime sauza, cuervo, distillery, wine, dobecq, brandyOut across the terrace the sun was setting over Guadalajara, in hues of pinks and oranges and purples and the lights of the city slowly came on.  As I looked around I saw the most beautiful people begin to come in to the party. Elegant, sophisticated women of Guadalajara on the arms of distinguished gentlemen, and as I began to mingle, I came to realize every attendee was a part of the process of the production of Tequila. From the General Director of La Cofradia Distillery, and his wife, to the master bottle cap maker, who works in precious metals of gold, silver and copper to make the cap and label of this emerging product, to the glass bottle designer himself, and their respective wives. Every person that walked into this party had some part in the creation of an extraordinary elixir from Tequila. I felt as though I was in a League of Extraordinary “Tequilans”.

Not long into the evening, Jaime arrived with his beautiful wife, and the party really got started. Charismatic and congenial, Jaime began to expound on the notes and virtues of each of the samplings of the evening. Elaborating on the legs, crown and brilliance of each, he offered his insights on comparisons and values. Although this might sound dry to some, Jaime’s communicated his thoughts congenially with a touch of humor and was entertaining and engaging. Who wouldn’t be mesmerized by a man who can conclude a tequila lesson with a course in popping a champagne cork with his glass stem?

Sauza History, tequila, jessica arent, tequila aficionado, la cofradia, jaime sauza, cuervo, distillery, wine, dobecq, brandyIt’s true. . . Jaime is very versatile!

Waiters in white jackets and great big smiles weaved in and out with delicious food pairings that included fresh ceviche in guacamole sauce served in shot glasses, miniature ranchero tacos, and Ahi tartar tostadas.  The menu was created exclusively by Josue Banuelos for the tequilas we tasted that evening. Mike mixed incredibly creative concoctions of epic proportions out of recipes specifically designed around this tequila, and a joyful mood of what could only be described as “success” filled the air.

I think we all knew we were on to something extraordinary, something epic…

This Cinderella turned in her dancing shoes and cocktail dress for pajamas and a nightcap not long before midnight. My nightcap was a special “gift” given to me by my new friend Jaime.  I fell in love with this dream libation after one sip. An unlikely recipe, this “moonshine” (let’s face it, isn’t it really “moonshine” until it has a NOM, label, and is legal the eyes of the CRT?) takes you to Italy and Mexico at the same time in a seamless blend of liquid perfection.

I cannot tell you more yet, but I can tell you it was the perfect finish to my day.

I closed my eyes in anticipation of the next day and the adventure that lay in before me and drifted off to dreamland.


 

Read the continuation of Jessica’s Journey coming soon!

 

jessica Arent, Sauza History, tequila, jessica arent, tequila aficionado, la cofradia, jaime sauza, cuervo, distillery, wine, dobecq, brandyJessica Arent has spent her career steeped in the Hispanic culture. Passionate about the Latin culture and experiencing roles that have taken her from television to digital marketing throughout the United States and Mexico, Jessica’s passion for Mexico runs in her blood. An accomplished writer, Mexico is where her heart lives and is the focus of her work and writing.  Specializing in marketing Hispanic based products and services, Jessica will tell you there are few people in the world or places she has traveled, from Asia to Europe and in between, who compare to the Mexican culture.  Building websites such as ALL ABOUT MEXICO and fostering the marketing endeavors of a number of tequila products, to name a few, Jessica sets out to inspire the world around her, one person, one relationship at a time, to know and understand the culture she calls home.  Jessica is a partner at Intermountain Media, LLC, the Communications and Media Director of Terra Energy Resources Corp, and shares other travel and tequila adventures on her blog, Jessica’s Mexico.

 

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Sipping Off The Cuff: Mexican Moonshine Silver

Mexican Moonshine Silver

M.A. “Mike” Morales and Alexander Perez taste and discuss Roger Clyne’s Mexican Moonshine Blanco Tequila.

 

mexican moonshine, roger clyne, tequila, silverFrom the Mexican Moonshine Facebook:

It’s surreal, sublime, man made and divine. It’s Roger Clyne’s border-bridging, award winning spirit; both roguish and refined, it is an ultra-premium 100% Blue Agave tequila, crafted in a tradition of integrity, authenticity, conscience and celebration.

For more than 15 years, Roger Clyne has been delivering pure rock-n-roll, first as part of the Tempe-based seminal quartet The Refreshments in the mid-90s, followed by his current band, considered by some the best live band in America, Roger Clyne & The Peacemakers. Now Roger is also delivering his own brand of ultra-premium 100% Blue Agave tequila called Mexican Moonshine Tequila. In 2011, Mexican Moonshine Reposado received a “Best of the Best” award from TEQUILA.net. In 2013 at the Spirits of Mexico competiton, the Silver marque won a Silver Medal while the Reposado and Añejo both took home Gold Medals.

Mexican Moonshine online

Roger Clyne and the Peacemakers

Part 1:Falling Under the Spell of Roger Clyne’s Mexican Moonshine

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 and tequila tasting atBilly’s Ice House in New Braunfels, TX, to talk music, heritage, and his tequila, Mexican Moonshine.  Read more…

Part II: Roger Clyne’s Mexican Moonshine: Tequila With Intention

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.  Read more…

 

 

 

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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.

***

“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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Roger Clyne’s Story: Tequila with Intention

Roger Clyne: Tequila with Intention

Roger Clyne had every intention of following the road less traveled. That’s where he found Mexican Moonshine. Read Part 2 of our feature story including Roger Clyne & The Peacemakers coming this weekend!

Read Part 1 here, now!

Part 2 Available here now!

 

mexican moonshine, roger clyne, peacemakers, tequila

 

 

Turn your back on all the deadlines…

 

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!

 

 

Watch for Part 2 of our visit with Roger Clyne coming Saturday, April 26th!

 

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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Falling Under the Spell of Roger Clyne’s Mexican Moonshine Tequila

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 and tequila tasting at Billy’s Ice House in New Braunfels, TX, to talk music, heritage, and his tequila, Mexican Moonshine.

***

Hey, gringos, it could be worse…we did not get there first

Colt_Peacemaker

The Colt Single Action Army, also known as the Peacemaker, is considered a famous part of Americana. “The Gun That Won the West” was wielded by such action-oriented historical legends of the late 19th and early 20th centuries as Buffalo Bill Cody, Theodore Roosevelt, Judge Roy Bean, Pat Garrett and General George Patton.  It has also been the selected sidearm of Hollywood movies, preferred by everyone from John Wayne to Clint Eastwood in every single Dirty Harry film.  And in 2011, it was declared the official firearm of the state of Arizona. Arizona is also home to another piece of Americana–a guts and guitar driven, reggae and mariachi laced, roots based rock-n-roll band leyenda known as Roger Clyne & The Peacemakers.  Armed with expressive lyrics, evocative melodies and four part harmonies, these straight shooters have come to redefine the indie music landscape by being the first band to debut six consecutive albums in the Top Ten of Billboard Magazine’s Internet Sales chart. Along the way, Clyne has gathered a burgeoning cult following that rivals that of Sammy Hagar and Jimmy Buffet–both themselves very successful tequila front men.

I fell under the spell when I stumbled over the line…

The full line-up of Roger Clyne's Mexican Moonshine.

Many aficionados roll their eyes when news of another celebrity endorsed tequila hits the liquor store shelves.  But Roger Clyne came upon his admiration for agave spirits early in life as part of his Southwestern ranching heritage, predating even his love for writing music and performing.

Roger was first introduced to scotch as a teenager by his grandfather who would pour him a dram to “put hair on your chest.”  The taste of “dirty socks in mud” was tough to swallow, but it was his father’s sharing of bacanora, another agave distillate, that opened him up to the wonders of Mexican spirits, and in particular, tequila. Like most of us, Clyne cut his teeth by shooting cheap mixto tequila in college, then swearing off of it until the next opportunity to overindulge.  He was well into his studies (psychology and anthropology) at Arizona State University when he rediscovered that “bright, wonderful, elegant, lyrical taste” of tequila during an exchange program in Ensenada, Mexico, while following a troop of mariachis.

 

It’s surreal, sublime, manmade and divine…it’s the moonshine….

Lyrics on the shipping box of Roger Clyne's Mexican Moonshine.

Roger Clyne’s Mexican Moonshine tequila was born in true outlaw fashion in 2004 during the famed Circus Mexicus music festival that takes place annually in Puerto Peñasco, Mexico (Rocky Point, for you ex-pats).

Check out the Circus Mexicus Lineup for 2014 here.

Circus Mexicus 2014.After that initial experience, Roger began scouting for factories to produce Mexican Moonshine, a journey that would even take him to the famed La Cofradía distillery (NOM 1137), the home of Casa Noble and Montejima tequilas.

He finally selected Fabrica de Tequilas Finos (NOM 1472) and forged a relationship with the distillery owner, Federico Cabo, and Master Distiller, Arturo Fuentes.  Together, the team first “dropped” Mexican Moonshine reposado onto the market in 2010, even though Clyne was advised against such commercial suicide due to historically poor sales of this expression.

Soak in the silvery light spillin’ out tonight from the moonshine…

 

In this clip, Roger pours and discusses Mexican Moonshine silver…

 

We’ll get a fine flow flowin’, a good glow goin’…

 

Believing that a reposado is the more definitive expression of tequila, Clyne was surprised when Master Distiller, Arturo Fuentes suggested that Mexican Moonshine be aged in Kentucky bourbon barrels.  Here, Roger explains further.

 

 

I got a healin’ home-brewed remedy, a low-brow therapy…

 

Award winning Mexican Moonshine añejo.

A Gold Medal winner at the San Francisco World Spirits Competition in 2014, Mexican Moonshine añejo  was released in 2013 and is fast becoming Roger Clyne’s favorite expression, much to his chagrin.  In the following snippet, Roger breaks down its flavor profile.

 

Turn your back on all the deadlines…

 

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!

See Part 2 of our visit with Roger Clyne here!

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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