There are few books on the subject of Tequila that are considered classics. The Book Of Tequila by the late, great Bob Emmons, stands out as the most essential for any student of agave spirits. I consider Emmons the first, true Tequila Journalist. He was the first American author to demystify the much maligned Mexican […]
Posts Tagged ‘craft’
Tequila: A Global History by Ian Williams
September 13th, 2016 
M.A. "Mike" Morales
Posted in Book Reviews, Mike Morales, Tequila History 
Tags: ancestral, artisanal, Bob Emmons, coctails, craft, Ian Williams, industrial, Martin Grassl, mezcal, millennials, NOM 199, organic, Porfidio, porfidio barrique, rum, scotch, sustainability, Tequila: A Global History, The Book of Tequila, whiskey, whisky 
Comments Off on Tequila: A Global History by Ian WilliamsThe Top 20 Craft Tequilas You’ve Overlooked
August 4th, 2016 M.A. "Mike" MoralesIn early August of 2016, I received an email from USA Today asking me to weigh in on their craft spirits-themed Readers’ Choice contests, and in our case (at press time), the soon-to-be-launched craft tequilas list. I’ll be honest, I dread these lists. What’s worse is, I dread being asked to participate in compiling them. Let […]
Posted in Education, Education of a Tequila Drinker, Lifestyle, Opinion Tags: Alquimia Tequila, ArteNOM 1146, ArteNOM 1414, ArteNOM 1549, ArteNOM 1580, craft, craft spirits, Craft Tequila Gauntlet, crafts, DesMaDre, dulce vida tequila, Embajador tequila, IXA, mike morales, Pasote, Reader's Choice, siembra spirits, suerte, t1 tequila, tapatio, Tapatío 110, tears of llorona, tequila, Tequila Fortaleza, Tequila Uno, trianon, USA Today Comments Off on The Top 20 Craft Tequilas You’ve OverlookedTequila Marketing Happy Talk
July 4th, 2016 M.A. "Mike" MoralesSome well-meaning follower posted on our Facebook page this answer to a press release referring to Espolón tequila… “PSA: “super premium” has no real meaning—it’s marketing happy talk.” While we’re inclined to believe that sneaky marketers have hijacked the word premium and turned it into a buzzword, in all actuality, it is a spirits pricing […]
Posted in Alcohol Affairs & Stats, Education, Education of a Tequila Drinker, Mike Morales Tags: craft, DISCUS, distilled spirits council, Distilled Spirits Council of the United States, espolon, high end premium, marketing, mike morales, premium, premiumisation, Sipping Off The Cuff, tequila review, tequila reviews, ultra premium, value Comments Off on Tequila Marketing Happy TalkWomen In The Tequila Industry: Marie Sarita Gaytán
April 16th, 2016 M.A. "Mike" MoralesEver wonder how Tequila got to be “The Spirit of Mexico?” Dr. Marie Sarita Gaytán explains how in her landmark book, Tequila! Distilling the Spirit of Mexico. While we’ve interviewed other Tequila Boss Ladies who have a hand in producing their own brands, this tequila and mezcal researcher, who is also an Associate Professor at the University of […]
Posted in Mike Morales, Women & Tequila Tags: agave farmers, china, Consejo Regulador del Tequila, craft, CRT, Marie Sarita Gaytán, Mexico, Sarah Bowen, spirit of Mexico, tequila, Tequila Distilling the Spirit of Mexico, transnational liquor corporations Comments Off on Women In The Tequila Industry: Marie Sarita Gaytán
How Your Favorite Periodicals Perpetuate Tequila Myths
March 4th, 2015 M.A. "Mike" MoralesEditors of major men’s magazines still insist that their audience only shoots tequila. Click To Tweet One Day, At Band Camp… Recently, myself, and a few select others in this tightly knit tequila community, were asked to be interviewed for quotes concerning “surprising things you can do with tequila” for the May issue of a major, worldwide men’s […]
Posted in Education, Education of a Tequila Drinker, Lifestyle, Mike Morales, Opinion Tags: 50 Shades of Grey, austin, blogger, bourbon, Budweiser, cabeza, cinco de mayo, circulation, craft, craft spirits, Craft Tequila Gauntlet, Cuervo gold, demographic, editor, entertainment, fashion, handcrafted, Jim Beam, jose cuervo, journalist, lifestyle, Liquor Online, men's health, men's magazines, nutrition, periodicals, Simon Ford, social media, spirits industry, Super Bowl, tequila, tequila aficionado, tequila aficionado media, texas, The 86 Company, Tito's Vodka, value, writer Comments Off on How Your Favorite Periodicals Perpetuate Tequila MythsEmbajador Tequila Conquers California At Spirits of Mexico!
September 29th, 2014 M.A. "Mike" MoralesCaptures gold and silver medals across contest categories… September 29, 2014, Del Mar, CA—Embajador 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 […]
Posted in Events, Tequila News Tags: agave, ambassador, Andres Garcia, anejo, Atotonilco, blanco, blue agave, california, competition, craft, Del Mar, Del Mar Fairgrounds, distillery, embajador, estate grown, Hacienda Hotel, highlands, mariachi, Mariachi Nuevo Tecalitlan, Mexico, Old Town San Diego, reposado, San Diego, SIP awards, spirits of mexico, tasting, tequila, tequila tasting Comments Off on Embajador Tequila Conquers California At Spirits of Mexico!The Roca Patron Road Show
August 20th, 2014 M.A. "Mike" MoralesRoca 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 […]
Posted in Events, Lifestyle Tags: agave, anejo, artisanal, austin, blanco, Burdeos, cabeza, Chicago, Cirque du Soleil, cocktails, craft, dulce vida, duty free, Fortaleza, Francisco Alcaraz, Gran Patrón Platinum, Los Angeles, Mario Chavez, master distiller, Miami, mike morales, mixology, New York, patron, Piedra, recession, reposado, Roca Patrón, rock, San Francisco, Siete Leguas, Sipping Off The Cuff, suerte, tahona, Tapatío 110, tequila aficionado, tequila tasting, texas, volcanic Comments Off on The Roca Patron Road ShowAnnouncing the Triumphant Arrival of Tequila Embajador
August 7th, 2014 M.A. "Mike" MoralesEmbajador Premium Reposado tequila takes Platinum prize from among 403 entries at the prestigious SIP Awards… (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 Awards. Embajador Tequila […]
Posted in Tequila News Tags: agave, ambassador, Andres Garcia, anejo, Atotonilco, award winning, blanco, cocktails, craft, distillery, don julio, embajador, estate grown, Fluffy, Gabriel Iglesias, highlands, Jalisco, Latino, legacy, Mariachi Nuevo Tecalitlan, mike morales, mixology, platinum, quality, reposado, Siete Leguas, SIP awards, small batch, tequila Comments Off on Announcing the Triumphant Arrival of Tequila EmbajadorCraft Tequila–WTF Does THAT Mean? Part 2
June 18th, 2014 M.A. "Mike" MoralesBlurred Lines Throughout Part 1, we employed the use of more adjectives and descriptors to define, describe and distinguish one booze from another in the same category, as well as to give the illusion that it is actually closer to another booze in the leading categories. Words like award-winning, artisanal, small-run, limited-production, hand-crafted, and boutique […]
Posted in Education, Opinion Tags: agave, agave spirits, Ana Valenzuela, Ashley Routson, beer, Brewers Association, brewery, certified, certified organic, certified organic tequila, Chris Zarus, craft, craft beer, craft spirits, CRT, diffuser, DISCUS, Distilled Spirits Council of the United States, distiller, distillery, El Tesoro, El Tesoro de Don Felipe, fabrica, factory, Gran Centenario, Jalisco, jose cuervo, lance sokol, laurence spiewak, margarita, marketing, Mexico, mezcal, michelada, mike morales, mixology, multinational corporation, NOM list, organic, organic tequila, patron, premium, premiumisation, spirits marketing, suerte, suerte tequila, tequila, texas, The Beer Wench, USDA, Wayne Curtis Comments Off on Craft Tequila–WTF Does THAT Mean? Part 2Craft Tequila: WTF Does THAT Mean? Part 1
June 17th, 2014 M.A. "Mike" MoralesAn interesting question crossed my desk concerning the term craft as it relates to tequila. This person asked… “The one thing I am finding is the definition of ‘craft’ is all over the place. What does craft mean to you? Do you think it is based on the method, quantity, who makes it or maybe […]
Posted in Mike Morales, Opinion Tags: agave, American Craft Distillers Association, American Distilling Institute, Anheuser Busch-Inbev, Ashley Routson, beer, Beer Lovers Guide, Beer Wench, benefits, borrowing benefits, Brewers Association, brewery, Budweiser, Charbay tequila, Chris Zarus, craft, CRT, DISCUS, Distilled Spirits Council of the United States, distiller, distillery, features, Guillermo Sauza, handmade, independent, Jalisco, Jim Koch, marketing, Mexico, mezcal, Mike Cortez, mike morales, MillerCoors, myth, Ocho tequila, patron, Samuel Adams, small, spirits, tequila, Tequila Fortaleza, TequilaRack, terroir, texas, The Texas Margarita Festival, traditional, wine, winery Comments Off on Craft Tequila: WTF Does THAT Mean? Part 1
