“Winning the Platinum SIP award for our Embajador Premium Reposado expression is truly an honor,” beams Andres Garcia, Regional Sales Manager for the family owned brand. “We are super excited to be recognized and to be mentioned in this category alongside some of the most respected brands in the industry.”
The family estate and distillery of Tequila Embajador is nestled in Atotonilco, in the highlands of Jalisco, the same region made famous by such legendary producers as Don Julio and Siete Leguas. Those same values that created these mythic tequilas are the exact ones that drive Embajador to perfection.
“We are a family who is motivated and inspired by the idea of crafting superior quality and distinguished Tequila. Embajador is produced in small batches to focus on the brand’s consistency and quality principles,” states the Embajador website.
“Our family motto has been ‘quality over quantity,'” continues Garcia. “This is about giving this noble spirit the time honored respect it demands and that we do every step of the way–with honor.”
True to their word, Embajador uses only their own estate grown 100% blue weber agave that is carefully tended for 8-10 years. Baked in an adobe oven, the piñas are shredded using water from the distillery’s own aquifer, and then fermented from 3-5 days. After double distillation, the luminous Platinum expression is rested 40 days in stainless steel vats to ensure a complete balance of character.
The SIP Platinum award winning Embajador Premium Reposado is rested for a period of eight months in American and French Oak barrels, while Embajador’s Supreme Añejo is aged with devotion for one year and six months in American and French Oak barrels.
The Embajador family is so serious about presenting the soul of Tequila to the rest of the world, and being true ambassadors, that they have partnered with Mariachi Nuevo Tecalitlan, one of the hottest mariachi groups in Mexico. As they travel globally, these talented mariachis bestow special bottles of Embajador (ambassador, in Spanish) to foreign dignitaries at each Mexican embassy they visit.
“We are building more than just a brand,” explains Garcia. “We are creating a legacy that is focused on producing quality Tequila.”
Not only is the Platinum SIP award winning Embajador reposado fast becoming a favorite with mixologists, but all of the expressions are cocktail ready. Embajador tequila signature cocktails are featured prominently on the brand’s website and correspond to the level of the consumers’ experience in crafting cocktails at home.
Have fun concocting poppers, lucious margaritas, and even Fluffy’s Chock-lit-D’lite, a whimsical drink inspired and dedicated to popular Latino stand-up comic, Gabriel “Fluffy” Iglesias, himself a fan of Embajador tequila.
“The Embajador Tequila family, along with everyone involved, felt a high degree of honor, accomplishment and excitement because each person’s hard work and vision in producing a quality juice came to be recognized at the SIP awards,” admits Garcia.
“After all,” he concludes, “Tequila is Mexico and we are proud to be one of its Ambassadors.”
Distributors/Vendors: Contact Andres Garcia, Regional Sales Manager, to discuss the benefits of adding SIP award winning Embajador Tequila to your portfolio at firstname.lastname@example.org. More details on Embajador Tequila on their website here. To learn more about the SIP awards, click here.Spirits Writers: For an in-depth interview with Andres Garcia, dial 469-216-0567. Hurry–slots are filling up fast!
Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!
After a tiring day of meetings and visiting key accounts in Austin, TX, Andres Garcia, Regional Sales Manager for family owned Embajador Tequila, was kind enough to visit with us in our San Antonio offices of Tequila Aficionado Media. Over pizza and pours of Embajador reposado, Andres shared some insights into the SIP Award winning tequila brand.
We Are Family
In this clip, Andres tells how he and his wife, Esmeralda, first became involved with the estate grown Embajador tequila, as well as some of the symbolism depicted on the bottle.
Relentless in his pursuit of proper preparation, Andres discusses the value of continuing education. He also reveals that by working with famed Maestra Tequilera, Ana Maria Romero Mena, he has improved his tasting techniques in the field, and has amped up his appreciation for the entire tequila process.
In this snippet, Andres shares how he separates Embajador tequila from the rest of the pack when visiting potential customers.
Slow And Steady
A handful of well known brands already come from the distillery (NOM 1509), but Andres has no illusions of what it will take to make its flagship Embajador tequila successful.
Savvy Guerilla Marketing
Aside from entering carefully selected tasting competitions like the SIP Awards, Andres has also sought unique ways to help promote Embajador.
Embajador tequila signature cocktails are featured prominently on the brand’s website including a whimsical drink inspired by and dedicated to popular Latino stand-up comic, Gabriel “Fluffy” Iglesias, himself a fan of Embajador.
The family has also partnered with Mariachi Nuevo Tecalitlan one of the hottest mariachi groups in Mexico. As they travel globally, these talented mariachis bestow special bottles of Embajador (ambassador, in Spanish) to foreign dignitaries at each Mexican embassy they visit.
Additionally, understanding the value in being a start up company, Embajador was a sponsor of the female led indy film Salt, Liquor, Lime in which they received prominent product placement.
Here, Andres relates the extent of the family’s long term commitment even in the midst of the current agave shortage, as well as a scoop on an upcoming release to its line of award winning expressions. [Spoiler Alert!]
Not To Go Wide, But To Go Deep
Andres Garcia expresses the family’s philosophy on the future of Embajador tequila.
It’s obvious that the family is building more than just a brand. They are creating a legacy that is focused on producing quality tequila.
“After all,” concludes Andres Garcia, “tequila is Mexico and we are proud to be one of its Ambassadors.”
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.
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.
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
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.
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 (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 (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 (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.
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
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.
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.
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.
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.
The Aztec legends tell of the origin of Earth, and of an evil Goddess in the heavens named Tzintzinmitl.
Tzintzinmitl blocked the light of the Sun and kept the Earth in darkness. Quetzalcoatl, supreme God of the Earth, grew weary of her abuse and rose into the sky to put an end to the injustice. On his way, he encountered the fertile diva Mayahuel, granddaughter of Tzintzinmitl. He fell instantly in love with Mayahuel and took her back to Earth to live with him.
When Tzintzinmitl realized what Quetzalcoatl and Mayahuel had done, she went mad with rage and set out to find them. They hid from Tzintzinmitl but she pursued relentlessly. Desperate, the two lovers turned themselves into trees, thinking that Tzintzinmitl would not be able to find them. They dreamt that when the wind blew they could lightly brush against each other and in some way remain together forever.
The evening stars saw what Quetzalcoatl and Mayahuel had done and revealed the plot to the wrathful Goddess. Tzintzinmitl wanted to destroy Quetzalcoatl. She cast a powerful bolt of lightning that struck Mayahuel dead. Grieving and furious, Quetzalcoatl buried the remains of his beloved and advanced to the sky. With help from the Gods, he slew Tzintzinmitl, and thus was the Earth freed from darkness.
The Gods witnessed Quetzalcoatl’s grief and sought to comfort him. They caused a marvelous plant to grow from the exact spot where his cherished Mayahuel was buried. This plant they called Agave. It is a plant thought to have special properties. Agave produced an elixir that would comfort Quetzalcoatl’s soul. He shared his drink with man, who would christen it “Tequila…”
Tequila Aficionado’s Alex Perez and Mike Morales taste and discuss Embajador Blanco tequila.
Embajador tequila is made from 100% Blue Weber Agave. Our agave fields, distillery and bottling facility are all located in Atotonilco in Los Altos de Jalisco, Mexico. We use a blend of modern & traditional methods.