Women In The Tequila Industry: Terray Glasman

Terray Glasman is the founder of Austin, Texas-based Amorada Tequila.

Born in Mexico City, Terray learned the meaning of responsibility very early on.

At age seven, she and her five other siblings moved to El Paso, Texas with their single mother.  At eighteen, her entrepreneurial spirit drove her to establish a telecommunications company, Monarch Advertising, in Los Angeles, California.

Tasked with supporting herself and raising a daughter, Terray quickly mastered independence, and what it took to operate a successful business.  She ran Monarch Advertising for over 30 years.

Terray also held a vision of helping others through her business efforts.  This vision became a reality when she founded the Amorada Love Movement (ALM).

ALM is a non-profit organization targeting young women by creating scholarships and teaching empowerment through the support of other local non-profits and fundraising.

Terray’s personal motto humbly strives to keep awareness to the cause behind her brand…

Her passion for helping others and inspiring young women is what now propels the business model behind Amorada Tequila.

Always keeping her Mexican heritage at the forefront of her extensive entrepreneurial career, Ms. Glasman decided to create an ultra-premium tequila that would appeal to a more sophisticated palate.

Amorada Tequila was finally launched on Halloween Day 2014, and is now available in over 255 stores nationwide in blanco, reposado, and the 2017 released anejo expressions.

Through hard work, focused determination and very positive word-of-mouth from consumers, Amorada Tequila is now garnering some well deserved attention by tequila aficionados everywhere.

Here, Terray Glasman, the maker of Amorada tequila, speaks her mind on our standard handful of questions.

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TA:  How would you describe your experiences as a woman in a primarily male dominated industry?  (What are the challenges you face when dealing with the male dominated Tequila?)

TG:  I do not focus on the fact that it is mainly a male-dominated industry.  I’ve learned long ago to be a strong woman and have worked in a mostly male-dominated industry before and it has never bothered me.

I’m passionate about my brand and what it represents and that’s all that matters to me.

I just keep moving forward and continue to be passionate and focused on every detail of Amorada Tequila.

The only challenge I have is how to bring Amorada Tequila to the palates of people worldwide.

TA: How have you been able to change things within the Tequila Industry?

TG:  I really can’t say that I have personally changed anything.  We do, however, try to bring knowledge about sipping tequila rather than “taking a shot.”

 

Exceptional tequila needs to be enjoyed slowly and with the knowledge and history of the brand to back it up.  Education is powerful and only lends to the overall experience of a brand.

The only change I truly care about is changing our customer’s minds as to how beautiful an experience exceptional tequila can bring, despite the stigma it received during the “mixto” era.

 I stay focused on what Amorada Tequila represents and the cause behind it.

I am, however, very lucky to work with people who are as passionate as I am about my brand and who only want to educate people about the tequila industry as a whole.

TA:  What do you see as the future of women working within the Tequila Industry?

TG:  A woman in the Tequila Industry is one of the biggest trends to watch for.  A Latina/Hispanic woman, with family ties to agave growers and tequila producers, in particular.

I feel that women in the tequila industry are no longer waiting on the sidelines, nor are they afraid to take the reins and produce an exceptional brand that was otherwise dominated by males.

 

We’ve “given birth” to a new perception and understanding of tequila, so to speak.

TA:  What facets of the Tequila Industry would you like to see change?

TG:  Real passion behind a brand.

And when I say “real passion” I mean not just in marketing dollars or a love for a certain brand, but a meaningful purpose behind it.  A cause that will change people’s lives and giving back to others.

We’re not perfect, nor is the tequila industry as a whole, but we can always strive for better and that’s all that matters to me.

 TA:  Do you approve of how Tequila brands are currently marketing themselves?

TG:  I refuse to judge or criticize other brands and their marketing techniques.

I can only concentrate on Amorada Tequila, one sip at a time.

TA:  Is there anything you’d like to say to women who may be contemplating entering and working in the Tequila Industry in one form or another?

TG:  Have real passion with whatever you do and in whatever role you choose to place yourself into.

No doubt there will be many obstacles along the way, but stand strong and positive.

You will most likely encounter resistance along the way; this is inevitable but you will learn from it and it will eventually make you a stronger person.  Challenges are good because we can learn from them and overcome.

Remember why you started down your path and the reason behind it.

The only faith you need is faith in yourself and the people who work next to you.

Never, ever give up!

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!

Tequila Trends in the First Half of 2017

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57qNow 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!

As we pointed out in The Agave Shortage of 2017 Is Worse Than We Thought, we are smack in the middle of a shortage with no end in sight.

Yet, here at HQ, since January 2017, we’ve solicited, and been solicited by, no less than 50 brands of tequila, mezcal and sotol for our widely viewed Sipping Off the Cuff© series.

Some are labels that have been around for awhile, or re-launched with extended expressions to their core lines, and presumably, flush with cash from investors (we’ll circle back to this subject a bit later).

But, most are start ups in the agave spirits arena.

At press time, agave prices have skyrocketed from 1.7 Mexican pesos ($0.089) per kilo in 2013 to 10 pesos at the end of 2016, according to this recent article in Barron’s.

Our own sources claim that agave prices in May 2017 have hit a high of 14 pesos per kilo.  During the crisis of the late 1990s, agave prices reached an unprecedented 18 pesos per kilo!Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

The price hike has even taken a bite out of Jose Cuervo’s profits.  They more than made up for it, though, with their successful IPO this past February.

You may ask, “Don’t these new brands know we’re in the midst of another agave crisis?”

Bear in mind that many of these labels have been in the works for at least 3 years or more, well before a shortage was predicted, and well before this happened…

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

The timing of an agave spirit’s launch is, more often than not, dependent on its financial forecasts.

If you’re one of these newcomers, just take a deep breath and jump in.

Don’t forget to send us samples, too!

The Resurgence of the Reposado

I once asked Christopher Zarus, the innovator of the world’s only take home tequila tasting kit, TequilaRack®, why he chose to showcase only small batch, micro-distilled reposados from esteemed tequila making families in his collections.

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

He explained that a well made reposado was one of the most difficult tasks in creating a dynamic line of tequilas.  He felt that it could literally make or break a brand.

When rocker Roger Clyne first entered the market with Mexican Moonshine tequila, he insisted on doing so with a reposado, even though he admitted, “…at the time, this was considered commercial suicide.”

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

Traditionally acknowledged as the ideal half-way point between a brilliant blanco and an elegant anejo, the reposado, for at least the past few years, seemed to have been treated by some brands as an afterthought, at best.

Not so in 2017.

Check out the reposado episodes of this season’s Sipping Off The Cuff© to see what we mean.

Especially take note of:  Tequila 512, 4 Copas, Azunia, Amorada, Armero, El Consuelo, Pasote, Alderete and Don Pilar.

Peter Piper Picked a Peck of Pickled Peppers

Infused tequila is the new black.

But not just any infusions.

These are well crafted tequilas or agave spirits, sometimes laced with exotic spices, and simmering in off-the-charts heat from the Scoville scale.
Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

We first encountered this trend with 2016’s lively Brand Of Promise© Infused Tequila winner, Soltado.  A versatile and balanced anejo injected with Serrano peppers and cinnamon, it blew taste buds away.

With the popularity of pepper infused spirits like Fireball Whisky, and subsequent copycats, it seems only natural that agave spirits companies take notice.

Of the upcoming crop of pepper saturated agave is…

Spider Monkey Agave Spirit (Serrano pepper and ginger); Get Hot Tequila, a reposado imbued with Habanero peppers; and, speaking of Fireball, the man responsible for its immense popularity, Richard Alexander Pomes, presents Ghost Tequila, enlivened by the infamous, India-born ghost pepper.

Just remember that when you’re basking in the endorphins from having your salsa and drinking it, too, that the addition of alcohol on your tongue reactivates the oils inherent in the pepper’s capsaicin.

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

It’s like Groundhog Day for your palate!

Millennials are Stealing Your Cocktail Recipes

Cocktail recipe photos are hugely popular on just about any social media platform that they are shared on.  The follower engagement is off the chain, in particular with Millennials.

It’s a well known fact that the prevailing cocktail culture around the world is driving the Spirits Industry.  But, once these concoctions and their ingredients are made public, they are being pilfered by these young people and served to friends and family at their cribs.

It’s apparent that Millennials seek to drink better than their older relatives.  Given that, signature cocktails are still a valuable commodity to agave spirits brands, but not necessarily for bars and restaurants.

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

So, you mixologists—carry on.

Millennials are stealing your cocktail recipes!

Tequila has Outgrown Riedel Glassware

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57qIt’s official…

Tequila–and most all agave spirits, for that matter–has outgrown the Riedel Ouverture tequila tasting glass.

Don’t get us wrong.  It’s still a viable tool.  But…

The level of quality craft agave spirits flooding liquor store shelves, and the emphasis on single estate and organic tequilas and mezcals, now demands a better sipping glass in order to enjoy their unique, regional properties.

This fact had not been lost to oak heads.

For several years, whisky and scotch drinkers had opted to use the Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57qGlencairn glasses to not only enjoy anejos and extra anejos, but blancos and reposados, as well.

It can also be argued that the use of inadequate tasting and nosing glasses in the past few years has influenced–and possibly skewed–the results for valuable medals awarded by some of the most respected tasting competitions around the country.  So much so, that the judges’ final decisions are laughable.

To that end, we’re excited to be working with Romeo Hristov, proprietor of Chisholm Trail Craft Glassware, testing glasses produced by Stolzle, Luigi Bormioli, and his own more historically accurate vessel prototypes for tequila and mezcal.

You’ll be seeing a lot of these new glasses throughout the 2017 season of Sipping Off The Cuff©.

Watch for a future Open Bar where we’ll visit with Mr. Hristov, in depth.

Tequila Brands:  It’s a Buyer’s Market Out There

Earlier, we hinted about some dormant tequila brands that have suddenly been revived by wads of money.

It seems that every other day, family-run investment firms contact us at HQ looking for hot tips on where to park their cash that’s burning holes into their conservative, yet very deep, pockets.

We were also recently offered a fee by a well known celebrity to taste test the newest version of his tequila, versus the Usual Suspects.  We gracefully declined.

But it got us thinking.  Whether you’re a megastar or a moneybags…

Why go through all the trouble of launching, or relaunching, a tequila from scratch when there are so many labels out there for sale?

As predicted by Patrón tequila’s Chief Marketing Officer, Lee Applbaum in this  article, the Great Agave Shakeout has begun.

The road to Tequila Nirvana is currently littered with brands that could not sustain the required 5 year threshold of longevity, let alone a 10 year marketing plan.

Many have withered away consumed by mismanagement, overwhelm, lack of distribution support, or simply investment underestimation.

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

Instead of going through all the trouble of conceptualizing and heavily funding a whole new agave spirits marque with a least a dozen other investors, why not take a page from Jim Driscoll, owner of Ekeko Wines and Spirits, and importer of Demetrio tequila?

Seek a distressed brand that had something going for it, and that you can make better.

You may find, after some thorough due diligence, that before hitting the skids the brand showed considerable promise and can be purchased—lock, stock, and barrels—for a song.

Or, you may discover that the concept for the juice was designed exclusively for the international Duty Free market, completely escaping the drudgery of the Three Tier System.

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

The road to the Kingdom of Agave Heaven won’t be any easier, but at least some of the requisite start up costs could be minimized.

Warning:  The Quality of Your Mass Produced Tequila is about to get Worse

Word on the streets of the Highlands of Jalisco is that the Big Boys have bought up all the 3 year old agave in the region.  Younger plants simply do not contain the minimum amount of agave sugars (measured in brix) required by the normas to make tequila.

As soon as 2 year old agaves turn 3, they are sure to be snatched up by coyotes (agave middlemen).

Coyotes for the Usual Suspects are desperately seeking magueys from reputable growers who are now sitting in the catbird seat, ready to hike agave prices even further.

Those boutique agaveros who are holding 4 and 5 year old plants are poised to make a killing in the agave market in the following few months and years.

Meanwhile, back at The Lab…

Analyzed samples of these mass produced tequilas are being rejected because they reportedly contain too little alcohol from blue weber agave, and too much from added sugars.

Tequila Trends in the First Half of 2017 https://wp.me/p3u1xi-57q

Watch for increased use of diffuser technology to extract maximum agave juices and sugars in order to fulfill worldwide demand, and—

Tequila quality to plummet.

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!

Amorada Reposado Tequila Review

Sipping Off the Cuff | Amorada Tequila Reposado http://wp.me/p3u1xi-4WTFTC Disclaimer: All samples are received free of charge but no payment is accepted by Tequila Aficionado or its agents for reviews. All reviews are the opinions of those participating in the tasting and positive reviews are never guaranteed.

Amorada Reposado

Rested in French White Oak Barrels for up to eight months. When this Reposado first hits the tongue and palette, vanilla, brown sugar, earth and oak, marry and linger for several seconds. In the moments after, these aromatics give way to an assemblage of intense almond, clove and cinnamon on the nose.

*Amorada Reposado is aged in Cognac barrels for 8 months and finished in Sauterns wine barrels.

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!

Amorada Blanco Tequila Review

Sipping Off the Cuff | Amorada Tequila Blanco http://wp.me/p3u1xi-4WS
FTC Disclaimer: All samples are received free of charge but no payment is accepted by Tequila Aficionado or its agents for reviews. All reviews are the opinions of those participating in the tasting and positive reviews are never guaranteed.

Amorada Blanco
The pure essence of agave gives way to subtle pineapple and earth with pepper and vegetable lingering momentarily. In classic blanco style, this Tequila is unaged.

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!

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!!