Rediscovering Demetrio Tequila

[From September 11 to October 2, 2016, Tequila Aficionado Media, sponsored by 34 expressions representing 21 brands, embarked on a monumental RV road show dubbed, The Heartland Tour.  In these next passages, we recount the historic–and epic–highlights.  *FTC Disclosure: Brands appearing on the Tequila Aficionado Dia de Los Muertos & Heartland Tour had to be vetted as Brand of Promise Nominees and paid a nominal fee to be on the tour.]

Jim of All Trades

Rediscovering Demetrio Tequila http://wp.me/p3u1xi-4x4

Jim Driscoll bubbles with excitement at the anticipation of talking about his newly retooled Demetrio tequila (NOM 1459) expressions.

A self-proclaimed type-A kind of guy, this dynamo has accomplished more than most of us will in our lifetimes–

Professional bull rider, golfer, mountain climber, sky diver, scuba diver, martial artist, (deep breath!)…

A certified small business coach, international speaker, and best selling author, with the dubious distinction of being thrown out of his Toastmasters Club for winning too often!

Jim is now the CEO of Ekeko Wine and Spirits which handles a portfolio of so many stellar award winners that they’re hard to keep track of.

Rediscovering Demetrio Tequila http://wp.me/p3u1xi-4x4

We met up with Jim at Doneraki restaurant in his home town of Houston during Tequila Aficionado’s 2016 Heartland Tour.

Here’s our visit with the irrepressible Jim Driscoll.

 Tequila Wasn’t on The Radar

Jim Driscoll, CEO of Ekeko Wines & Spirits explains how he came across Demetrio tequila.  Jim relays the story of Demetrio, and why it was important to him to partner with the producer of his tequila.

From Farm to Bottle

Jim discusses how he prefers his Demetrio blanco by starting with the estate grown agave and letting the jimadores choose the plants at their perfect ripeness.

In this way, the quality of Demetrio is controlled from farm to bottle.

The Pure Essence 

Jim reveals that the Mozart Method used in fermentation is a standard procedure in the rum industry, and is also applied to Demetrio tequila.

Jim continues to expound on what makes Demetrio different from other brands which includes double distillation, and double filtration, all in small batches.

The Demetrio Skinny Margarita Difference

Jim explains his strategy to corner the Houston Skinny Margarita market using Demetrio’s specific flavor profile.

Demetrio Plays Well with Others

Jim reveals how his master distiller was able to eliminate Demetrio’s original briney notes.

Driscoll then divulges why he pursued the allspice flavor in Demetrio reposado to pair perfectly with Cointreau in a margarita.

Demetrio Issues a Challange!

Jim discloses why Demetrio was resubmitted to Sipping Off The Cuff(c), and issues a challenge to other brands who have restructured their formulations.

The Perfect Marriage of Agave, Vanilla, and Oak

Quoting our founder, Alex Perez, Jim exposes the secrets behind Demetrio añejo.

Driscoll admits that he has the perfect tequilas for any occasion and summarizes the qualities of each of Demetrio’s expressions.

You Don’t Have to be A Rockefeller

Jim shares his philosophy on providing quality wines and spirits at affordable prices.

Rediscovering Demetrio Tequila http://wp.me/p3u1xi-4x4

Driscoll preaches that you don’t have to pay exorbitant prices for fine tequilas, let alone extra añejos.

Then, he introduces Demetrio’s 5 year Extra Añejo for the first time.

Jim stresses that at Ekeko Wine & Spirits, they’re “Committed to bringing you ultra premium products without the ultra premium price.”

Toasting Demetrio’s 5 Year Extra Añejo

Jim Driscoll leads us in a toast to Demetrio’s 5 Year Extra Añejo.

In The Afterglow

Tequila Aficionado’s CMO, Lisa Pietsch, Jim Driscoll and myself are wowed by Demetrio’s Extra Añejo.

Jim concedes that his sample of the Demetrio Extra Añejo is in actuality a 4 year and a few months expression.

Rediscovering Demetrio Tequila http://wp.me/p3u1xi-4x4

He then announces that the 5 year version will be launched on January 7, 2017.

The Future of Demetrio

Jim conveys his plans for Demetrio’s expansion into other markets scheduled in 2017.

Demetrio Reposado Tequila Review, Take 2

Revisiting Demetrio Tequila

Sipping Off The Cuff™

Sipping Off The Cuff™ began as an audio podcast in 2006 and is Tequila Aficionado’s first and longest running tequila review program.

Sipping Off The Cuff(TM) is broadcast every Friday (and occasionally Tuesdays) on YouTube and TequilaAficionado.com. If you are a Tequila, Mezcal or Sotol brand owner and would like your product(s) reviewed on an upcoming episode of Sipping Off The Cuff(TM), please contact Mike@TequilaAficionado.com.

Demetrio Tequila

Demetrio Blanco is a luxury Tequila from creators at Ekeko Wine and Spirits.
Demetrio Blanco is a luxury Tequila from creators at Ekeko Wine and Spirits.

After over 40 years of making many great tequilas, Don Demetrio decided that he wanted to create his own masterpiece; the pinnacle of his work. After fine tuning and perfecting the formula, Don Demetrio passed away. His grandson, inspired by fond memories of spending time in the agave fields with him, felt passionate about continuing the dream by making this incredible spirit available to the world. Demetrio Tequila is pure Mexican spirit.

Demetrio Tequila is made in Amatitan, Jalisco; the birthplace of Tequila. Years ago, a particularly resistant indigenous group lived in this area and crafted tequila, or “vino mezcal” as it was called back then. They continued production of their spirit in spite of the Spanish rule against making any drink that could compete with Spanish brandy. The oldest remains ever found of a tequila distillery are located in Amatitan dating back to the 17th century.

Our process to create this incredible tequila has its roots in a history of love of the land, love of the agave and love of tequila. We cultivate and maintain our own agave fields in order to guarantee the pureness and treatment throughout their growth. Our process has been developed and perfected by three generations over a 60 year span and our spirit is infused with passion, dreams and love.

Find Demetrio online on their website and Facebook.

Felipe’s Mexican Restaurant–It’s In The Blood

2014-08-22 19.57.43Felipe’s Mexican Restaurant’s humble beginning exemplifies the meaning of the Latino American Dream. 

Voted a Reader’s Choice award for Best Mexican Restaurant in 2014 by the Wichita Eagle, the family owned chain has been in business for nearly 50 years pioneering its style of Mexican cuisine and feeding generations of families in Wichita, Kansas. 

On a bustling and muggy Friday night in late August 2014, Tequila Aficionado Media was invited to meet with the proprietors of Felipe’s, the Lujano family, at the northeast Wichita location of their four venues.  

Family Is Everything

Felipe's logo.

 2014-08-22 20.59.43It is the family patriarch, Don Roberto Lujano, who captures all the attention.

Strolling through the clean and brightly decorated restaurant, Don Roberto, brother of the deceased Felipe for whom the restaurants are named, visits every table to shake hands with his regulars.  He responds with a wide grin and a kind word as people of every race, creed and color call him Papa.2014-08-22 20.58.13

In the next two clips, Don Roberto’s son, Miguel Lujano, manager of the northeast restaurant on Woodlawn Blvd., recounts Felipe’s vast history as the first establishment to introduce Mexican cuisine to Wichita in 1967.

Think You’ve Tasted It All?

I’ve ingested just about every single style of Mexican food.  From glitzy chain restaurants with signature tropical fruit-based tequila drinks, to hole-in-the-wall mom-and-pop diners that serve handmade tortillas and guacamole, I truthfully thought I had tasted it all.

2014-08-22 20.20.01

Not the usual “gringofied” spicy Mexican food that is served in the corporate-owned eateries, Felipe’s relies heavily on a medley of traditional herbs, spices, and heirloom family recipes.  Still, they are not without its own unique cuisine challenges as Miguel Lujano explains…

Mild vs. Hot 

2014-08-22 21.12.04With the influx of more Mexican and Mexican Americans into Wichita establishing diners of their own, Felipe’s continues to find ways to distinguish itself from the rest of the pack.

Noting that their customer base is trending toward more spicy hot ingredients, the Lujano family has taken advantage of this turnabout by adding some picante to their signature dishes.  Don Roberto Lujano and his wife, Maria Teresa, still cook in the kitchen with most dishes made from scratch.

And in a state whose liquor is controlled (state run), the task of obtaining more authentic tequilas for Felipe’s emblematic cocktails can be even more challenging, especially when competing restaurants plagiarize them for their own menus.  The secret, Miguel Lujano insists, is educating their customers.

Maestro Dobel Special Edition
Maestro Dobel Special Edition
Felipe's Special Edition selection.
Felipe’s Special Edition selection.

Miguel admitted that it also helps to be friendly with representatives from Glazer’s and Standard Beverage Corporation, liquor distributors who share his passion for tequila.  Through his relationships, Felipe’s has been able to acquire such sought after tequilas as Suerte, Siete Leguas, Demetrio, George Clooney’s Casamigos, and participate in Maestro Dobel’s Special Edition program.

2014-08-22 22.53.24

 

Craving Felipe’s

Here, Miguel Lujano explains how Felipe’s is so artful at getting their customers to crave their cooking and cocktails.

Three Keys To Success

Miguel Lujano shares his father’s three keys to a successful Mexican restaurant.

In The Blood

In a city that has seen its Hispanic population boom from a scattering few in 1967 to close to 60,000 strong in 2014, Felipe’s has actively enticed the unpredictable tastes of its community over the decades.  But, what keeps the Lujano family passionately pushing the limits of their traditional fare?

Simply put–

It’s in their blood.

***

Enjoy this Felipe’s signature recipe for homemade sangrita…

Felipe's signature recipe for homemade sangrita.
Felipe’s signature recipe for homemade sangrita.

 

2014-08-22 22.26.35
and Miguel’s signature Margarita.

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Demetrio Reposado Tequila Review

demetrio, tequila, tequila aficionado, tequila magazineAlexander Perez and M.A. “Mike” Morales taste and discuss Demetrio tequila reposado and explain why they nominated it as a 2014 Brands of Promise contender.

Find Demetrio online on their website and Facebook.

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