Tag Archives: mike morales

The Diffusor in Tequila Production: Are They Cheating?

The Diffusor in a Recent Twitter Conversation:

A thought provoking question was asked via Twitter about the use of diffusors in tequila production.

For the uninitiated, diffusors are used to efficiently extract the starches from harvested agave piñas that are subsequently cooked and distilled to make mass produced tequila.  To purists, its use is blasphemy because it strips the tequila of character and results in something akin to vodka.

Furthermore, its use is usually kept under wraps by those distilleries who would prefer to let their marketing departments lead you to believe that they still produce tequila the “old fashioned way” without shortcuts.

Case in point is this following Twitter conversation:

 

Click on any of the links within the Twitter stream to follow, favorite, retweet, quote or respond.

More Questions Than Answers

Now, not only are we left to wonder who’s zooming who on whether or not Herradura uses a diffusor, but we feel the need to question the reasons for using a diffusor, who has been known to use it in the past and who may still be using it to eek out the most juice from their agave.

Follow the link below to one of the most thorough crash courses on tequila diffusor technology.

 

muchoagave.com, diffusor, tequila, tequila aficionado

 

 

Link: http://www.muchoagave.com/the-difusor—there-may-be-too-much-agave-in-your-tequila-or-mezcal.html

And this link on revealing tequila trends written in 2012 by freelance spirits writer, Emma Janzen.

 

Additional discussions on Linkedin proved informative:

  • International Business Manager at Jorge Salles Cuervo y Sucesores S.A. de C.V:

    Eventhough I do not like that Diffusers are used, I think that using it is not cheating. It is a new way to produce Tequila, that is approved by law and obviously will do no harm to whom may drik it. Any way the consumer that drink Tequila that has been produced with a Diffuser are aiming at a Low Cost and Low Quality product that cannot be compared to one that has been elaborated in a traditional method, which will give a much better flavour and quality.

  • Owner/CEO at Corazon Azul Spirits, LLC.

    Jorge Antonio Salles is right on his answer, the use of Diffusers in the production of tequila will just yield a lower quality product in very large quantities but it is not cheating, although they are not largely used in the industry, only the big producers due to the cost and operation are able to buy them and put them into production, however they do also produce a product called innulina which is the sugar extracted from the Agave pine and recent studies claim this product as a weight loosing agent and reducer of sugar levels in the human system thus reducing the chances of developing diabetes.

  • Distilled Spirits Head Dragon and Broker / Marketer / Sipper of Artisanal Spirits

    Nice bust on Herradura. LOL! :)

  • Tequilero at http://tequilaconnection.com

    While visiting Herradura in 2012, I asked the question. I believe the reply was yes, they were using the diffuser to produce their Pepe Lopez brand. They export a lot of it.

  • Chief Executive Officer at Tequila Aficionado Media

    They have also been known to use it on El Jimador, and have since stopped using it on Herradura.

    Some purists still believe they do, however, when old Herradura is compared to modern (Brown-Forman) Herradura.

  • Gerente General en Luna Spirits SA de CV

    In my opinion when the distillers used diffusers they are Cheating on self, why? One thing is the letter of the law and other is the spirits of the law.
    When the distillers use a difusser, they accomplish the letter of the law despite to be an approved method to distill, but its only proposal is obtain more quantity of alcohol, the quality is secondary and this kind of producer need to “adjust” the flavor with external agents (advocantes), approved method too, but in my opinion, they are not part of the natural process.
    When the distillers use a pot distill, they do it as flavor quest, to obtain the best profile possible with the natural components of the fermented agave juice, adjusting distill conditions, they follow the spirit of the law. And the quality is their first goal.
    In my opinion the secret to do a real tequila is: Work in the process be careful and responsible, like you are the owner of the distillery and obtain a product with a exceptional quality, assuming you the final consumer role.

  • Chief Executive Officer at Tequila Aficionado Media

    Beautifully said, Don Modesto!

 

 

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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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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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Women in The Tequila Industry: Jaclyn Jacquez by M.A. “Mike” Morales

Jaclyn Jacquez considers herself an adelita, of sorts.

Soldaderas of the Mexican Revolution.

Soldaderas of the Mexican Revolution.

Adelitas were female solders (soldaderas) who were a vital force during the Mexican Revolution in the early 1900s, fighting alongside men.  As President of Don Cuco Sotol, she spearheads a sixth generation  company producing a spirit steeped in 800 years of history.

The Don Cuco Sotol line up., jaclyn jacquez

The Don Cuco Sotol line up.

Born in Albuquerque, New Mexico and raised in El Paso, Texas and Chihuahua, Mexico, this charming but fierce warrior woman is more than armed with a masters degree in International Business from the American College of Switzerland.  Under her leadership, the company trademarked its brand name, exported it first into New Mexico, and now, into New Zealand where it is gaining the attention of bars and restaurants specializing in serving handcrafted Mexican spirits-based cocktails.

Jaclyn Jacquez, President of Don Cuco Sotol.

Jaclyn Jacquez, President of Don Cuco Sotol.

In an industry where the image and story behind a spirit is crucial for its marketing success, Jaclyn and the entire Jacquez family, staunchly refuse to stray from their artisanal roots.  Opting instead to concentrate on honoring their culture and way of life in the Sonoran Desert, they have managed to capture its essence inside every bottle of Don Cuco Sotol.

As I related to author, Tom Barry, in his stellar article “A Sotol Story” (it may be bad form to quote oneself, but I’ll do so here), “There is no mistaking that Don Cuco Sotol is produced–handcrafted, micro-distilled–and lovingly brought into the market by the Jacquez family.”

A revolutionary spirit fronted by a soldadera, Jaclyn Jacquez most certainly belongs among the ranks of Tequila Boss Ladies.

To repeat, we asked a short list of five questions to prominent women leading the charge for change in the Tequila Industry and beyond.

Interview with Don Cuco Sotol’s President, Jaclyn Jacquez.

TA:  How would you describe your experiences as a high ranking woman in your position in a primarily male dominated industry?

JJ:  To be in a male dominated industry has been an empowering feeling.  The liquor industry is starting to realize the great power of influence women have in this business.  Not only do we have influence in advertisement and marketing but we are playing a major role in strategic business decisions at an international level.

Label.

Label.

TA:  How have you been able to change things within your industry?

JJ:  The sotol industry had played a major role during Mexico’s revolutionary times just as the women called ” Adelitas” did during that period.  Now its challenge, and my challenge, is to revolutionize everyone’s cocktail with this spirit.

My heritage is from Chihuahua and I, too, carry that northern revolutionary spirit within me.  I don’t think I’ve made a change in this industry, yet, but Sotol is a revolutionary drink and I’m just part of its heritage.

I just happen to be the “Adelita.”

TA:  What do you see as the future of women working within the Tequila/Sotol Industry?

Adelitas of the Mexican Revolution.

Adelitas of the Mexican Revolution.

JJ:  I see huge potential for women and the liquor industry itself.

I see women not only in the marketing aspect of it, but in the agriculture, business, social conscious awareness of it and education.  I see women taking this challenging industry to a much higher level where people will not only be asking for just well drinks but for a cocktail with a specific brand of sotol or tequila.

TA:  What things would you like to see changed?

JJ:  Awareness.

I want people to understand that tequila and sotol are not just another alcoholic beverage to drink.  It is more than that.  It is culture, art, and a spirit that has to be treated with respect.  That’s why the Ancestors called it spirits.  Consumers need to research and know what they are consuming and demand it.

TA:  Is there anything you’d like to say to women who may be contemplating entering and working in the Tequila/Sotol Industry in one form or another?

JJ:  Yes.  It’s just like any other goal.  You’ve got to have passion and embrace every challenging aspect of this industry.

***

A soldadera relaxes.

A soldadera relaxes.

 

Find Don Cuco Sotol Online:

Don Cuco Website

Follow Don Cuco Sotol on Facebook

And on Twitter @SotolDonCuco

 

 

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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.

***

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.

 

.                 

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.

 

.      

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.

 

.      

      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.

.    

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.

 

 

.    

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…

 

.    

 

…More hilarious laughs.

 

.    

 

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.

 

***

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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