The Tequila 3 Ring Circus

The End of an Era The Tequila 3 Ring Circus is in Town. Click To Tweet Inspired by this poignant and heartfelt Facebook post by Tom Nall, the gregarious co-founder of Republic Tequila, and Empresario LLC:  The Tequila 3 Ring Circus is in Town A new circus has replaced “The Greatest Show on Earth.” Imagine … Read more

The Mega Marketing of a Brand Part III – Back To The Future With Jose Cuervo

Originally published on TequilaAficionado.com Dec 3, 2006     The trend in the spirits industry is for cross marketing with a guerrilla attitude. That’s shooting your enemy not from behind trees and bushes, but… From where they don’t expect you to be! Nobody’s proven to be better at this than Jose Cuervo. 09 Let’s Review… … Read more

The Mega Marketing of a Brand Part II – Jose Cuervo Is A Friend of Mine

Originally published on TequilaAficionado.com Dec 3, 2006     In a relationship that the Animal Planet calls symbiotic–like the small fish feeding on scraps from a shark’s jaws, or birds picking the bugs off a hippo’s butt–Cuervo has benefited nicely over the years by partnering with major restaurant chains all over the US. They have … Read more

Perfect Pairing: Catador Course & Tasting Journal

The Tequila Aficionado Consumer Catador Course: A comprehensive course for tequila lovers from field to glass The Tequila Aficionado Consumer Catador Course is a comprehensive course for consumers, hobbyists, and professionals to understand the art and science of tequila tasting. This course is the culmination of over 30 years of research, thousands of tastings, and … Read more

Tequila Aficionado Consumer Catador Course

The Tequila Aficionado Consumer Catador Course: A comprehensive course for tequila lovers from field to glass The Tequila Aficionado Consumer Catador Course is a comprehensive course for consumers, hobbyists, and professionals to understand the art and science of tequila tasting. This course is the culmination of over 30 years of research, thousands of tastings, and … Read more

Tequila Aficionado Consumer Catador Course

The Tequila Aficionado Consumer Catador Course: A comprehensive course for tequila lovers from field to glass
The Tequila Aficionado Consumer Catador Course is a comprehensive course for consumers, hobbyists, and professionals to understand the art and science of tequila tasting.

This course is the culmination of over 30 years of research, thousands of tastings, and two years of intense writing.

One of our greatest frustrations in the tequila industry is that all of the general educational opportunities were locked behind language and financial barriers and brand specific education is often riddled with half truths and outright lies and then stuffed with meaningless fluff. A phrase you’ll often hear us say around here is “Ain’t nobody got time for that!”

And nobody does.

Our goal at Tequila Aficionado Media has always been to filter out the nonsense and provide consumers with an unbiased educational experience.

This book, which will soon be available in audio and video formats, is the basis of your course. Each lesson is supplemented by additional reading, videos, and homework assignments (see the last chapter of this book for the web address) and one-on-one mentoring with Mike Morales. By the time you’ve completed this course of study, you’ll have acquired a comprehensive education on all things tequila from field to glass. You’ll also have a significant number of tastings under your belt – to include blind tastings and flights – and you’ll be fully equipped to participate in a formal cata under the guidelines of the Mexican Tequila Academy.
Table of Contents:

Introduction (Do Not Skip!)
Chapter 1 The Consumer Catador Course Difference
Chapter 2 Who this course is for
Chapter 3 Course Objectives
Chapter 4 The Profile of a Consumer Catador
Chapter 5 The Agave Lifespan
Chapter 6 Highlands vs Lowlands
Chapter 7 Pollinators
Chapter 8 Organic and Kosher
Chapter 9 What’s a Denomination of Origin
Chapter 10 Martinsplaining Terroir, Taste, and the DO
Chapter 11 Terroir and Taste
Chapter 12 Tequila Process
Chapter 13 Agave- The Urban Legend of 24 Brix
Chapter 14 Fermentation
Chapter 15 Distillation
Chapter 16 A Word About Additives
Chapter 17 The Fuss About Diffusers
Chapter 18 Final Thoughts on Diffusers
Chapter 19 Distillery Diffuser List
Chapter 20 The Dumbing Down of the American Palate
Chapter 21 Maturation
Chapter 22 Pet Peeves
Chapter 23 Evaluating Tequila by Sight
Chapter 24 Evaluating Tequila by Smell
Chapter 25 Aromas in Tequila
Chapter 26 How You Feel
Chapter 27 Taste
Chapter 28 A word about oral hygiene
Chapter 29 How to train like a Sommelier
Chapter 30 Pro Tips & Tricks of The Trade
Chapter 31 The Greatest Trick of All
Chapter 32 Important Elements of a Tasting – The Glass
Chapter 33 Important Elements of a Tasting: La Cata
Chapter 34 How to Taste Tequila Like a Catador
Chapter 35 How to Survive a Tequila Tasting Show
Chapter 36 How Disinformation Becomes Misinformation
Chapter 37 How Disinformation Becomes Misinformation: A Case Study
Chapter 38 How to Read a Tequila Label
Chapter 39 How to download the NOM list
Chapter 40 What is the three-tier system of alcohol distribution
Chapter 41 The Twisted Histories of the Mexican Tequila Tasters Academies
Chapter 42 Tequila Statistics from the CRT and DISCUS
Chapter 43 Executive Board of CNIT
Chapter 44 DISCUS Director Members
Chapter 45 What Is…
Chapter 46 Who Is
Chapter 47 Important links to know
Homework and Additional Reading (Bonus Website)

A Bacanora Boss Lady Tells All: Adriana Torres

Adriana Torres:  Bacanora Boss Lady So, how does a well-educated, forty-something mother of three get deeply involved in the remote bacanora-distilling communities of rural Sonora? For this “Bacanora Boss Lady,” it began as a university school project. We’ll let Adriana tell you her amazing and life-changing journey–in her own words–but first… Meet Bacanora Mezcal is … Read more

How to Survive the Tequila Turmoils of 2018

Whether you’re in the business, a savvy consumer, or just an Average Joe overwhelmed by the hype of agave spirits, how can you ensure that you’ll survive the upcoming tequila turmoils of the rest of this year, and beyond? We’ll show you how. But first… Let’s Review You’ve heard the news of the current agave … Read more

Women In the Mezcal Industry: Barbara Sweetman

The First Time Barbara Sweetman has single handedly given more people in the world their first taste of mezcal. Click To Tweet I first met Barbara Sweetman, Vice President of Caballeros, Inc., and International Sales Manager of Scorpion Mezcal, and now, Sierra Norte Whiskies in March 2011. I was visiting the infamous Nightclub & Bar … Read more

Tequila Trends in the First Half of 2017

Now that the first quarter of 2017 is in the books and we are well into spring and summer margarita season, here’s what were noticing at Tequila Aficionado Media Headquarters. The Hits Just Keep on Coming! Don’t new #tequila brands know there’s an agave crisis? Click To Tweet As we pointed out in The Agave … Read more

How to Get Paid to Drink Tequila:

How you can turn your passion into profits and get paid to drink tequila as a blogger, vlogger, podcaster or author

 

Salud!!