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:
@Tequilatruth La verdad es–most distilleries would prefer NOT to tell you that they are. @HerraduraTeq has been known to use it.
— Mike Morales (@timberelk) April 28, 2014
so Herradura on the record stating “difusor method” has NEVER been used? Truth or dare? @HerraduraTeq @timberelk #tequilatruth — José GuadalupePosada (@Tequilatruth) April 28, 2014
Poor low paid Herradura intern steps into tequila controversy trying to ‘diffuse’ the situation lol @timberelk @Tequilatruth @HerraduraTeq
— Dàsh Güe®o bichi (@VancouverGuero) April 28, 2014
@ @VancouverGuero @Tequilatruth @HerraduraTeq Gracias @emmajanzen. I was aware that @ThinkTequila had been involved. Great piece! — Mike Morales (@timberelk) April 28, 2014
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.
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:
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Jorge Antonio Salles
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.
Rudy Gonzalez
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.
Lamar Romero
Distilled Spirits Head Dragon and Broker / Marketer / Sipper of Artisanal Spirits
Nice bust on Herradura. LOL! 🙂
Cary Hershberger
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.
M.A. “Mike” Morales
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.
Modesto Nuñez del Toro
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.
M.A. “Mike” Morales
Chief Executive Officer at Tequila Aficionado Media
Beautifully said, Don Modesto!