We briefly tackled the diffuser controversy earlier in 2014 with The Diffusor in Tequila Production: Are They Cheating? and in Craft Tequila–WTF Does THAT Mean? Part 2 where we featured our Craft Tequila Gauntlet to help you make better buying decisions when seeking quality craft tequilas.
Here, Tequila Aficionado Media delves deeper…
What’s Not on The Menu
On the wall of The Pastry War, a world renowned mezcalería and restaurant in the heart of Houston, TX, this chalkboard message proudly explains why owners, outspoken agave advocates Bobby Heugel and Alba Huerta, staunchly refuse to serve tequilas and mezcals produced with a diffuser.
In their view, it’s a battle between traditional methods of tequila [and mezcal] production which yields “delicious tequila [or mezcal],” versus more cost-conscious methods adopted by distilleries that produce “a shitty version of tequila [or mezcal].”
Let’s look more closely at this cursed contraption.
[Tweet “The Pastry War @ThePastryWar in Houston refuses to serve tequilas & mezcals produced with diffusers”]
WTH Is It?
Mirriam-Webster’s online dictionary diffuser definition–
“a device for reducing the velocity and increasing the static pressure of a fluid passing through a system.”
Diffuser, by its own definition, denotes watering, stripping, deflecting or softening down the finished product, whether it be light, air, or agua miel, what will eventually be distilled into tequila.
[Tweet “Diffuser denotes watering, stripping, deflecting or softening down. Is it necessary for tequila?”]
Using only hot water and sulfuric acid to extract up to 98%-99% of the sugars from raw, uncooked agave, the resultant tequila, as described by noted agave lover, Fortaleza tequila brand ambassador and blogger, Khyrs Maxwell, in his detailed instructional post, There May Be Too Much Agave in Your Tequila or Mezcal tastes like…
“…what I would consider to have a chemical/medicinal taste–sometimes slight, sometimes overbearing flavor profile that always seems to overshadow the beauty of the agave.”
He further states that it “tastes very much like vodka” and has coined the term “AgaVodka.”
[Tweet “AgaVodka: Tequila that has been stripped of all personality”]
Lastly, Maxwell warns…
“So if you come across a tequila or mezcal made with a difusor, the only way that there can be “notes of cooked agave” is by adding that flavor during the finishing process. They can add “notes of cooked agave?” Why, yes. Yes they can…I’ve seen and smelled the additive. It does exist.”
[Tweet “They can add “notes of cooked agave?” Yes they can…I’ve seen & smelled the additive. It does exist.””]
Maxwell’s statement above excludes the use of authorized additives to blanco (unaged) tequila, of course.
As of December 2012, such practices have been outlawed by the CRT in its normas (rules and regulations governing the production of tequila). It remains to be seen how well it will be enforced, however, so your pricey, Fruit Loop scented blanco may still be safe for a year or two until inventories are depleted.
Spanish diffuser manufacturer, Tomsa Destil, offers a closer look at the mega-masher and its process, which seem to go hand-in-hand with column distillation.
The site mentions that they have installed 12 diffusers for use in agave processing, but makes no mention of their clients, nor if sulfuric acid to extract sugars from agave is also needed.
The Stigma
While controversy swirls around the use of a diffuser, most educated tequila aficionados understand that it is not illegal to do so. In fact, its application was accepted by the CRT some time ago.
[Tweet “Diffuser use is not prohibited in tequila production. Read about it here.”]
As we mentioned in item #5 of our Craft Tequila Gauntlet, diffuser use by a distillery is a closely guarded secret even though it is a fairly large piece of machinery to try to hide. There is a stigma attached to it, with most distilleries that have one completely denying that any of their star brands are processed with it.
While most of the Tequila Industry’s heavy hitters are known to possess diffusers, many also own regular shredders, autoclaves and even stone ovens. Ask any major brand owner whose tequila is produced at these maquiladoras (large production facilities that churn out juice for contracted brands) whether they are a by-product of a diffuser, and they vehemently deny it.
[Tweet “Why is there a stigma attached to using a diffusor in #tequila production?”]
#AskRuben
In the Twitter thread attached to The Diffusor in Tequila Production: Are They Cheating? it was revealed that Casa Herradura had used a diffuser from 2001-2010.
The historic tequila maker initially implemented the super shredder during the last great agave crisis of the late 90s. Years later, it was taken to task by an organized group of key concerned mixologists and tequila supporters who refused to use Herradura in their cocktails or to include it in their bar menus due to a drastic change in its original flavor profile and quality. Herradura finally succumbed and stopped using it for that label.
In the following screen captures of a Twitter chat from May 1, 2014, Ruben Aceves, Casa Herradura’s Director of International Brand Development, admits that the diffuser is now only used for their Antiguo, El Jimador, and Pepe Lopez brands.
[Tweet “The diffuser is used in the Antiguo, El Jimador & Pepe Lopez brands of #Tequila”]
Aceves had previously come clean to spirits writer, Emma Janzen in her article for The Statesman here.
In Khrys Maxwell’s aforementioned blog, he lists tequila producers known to employ diffusers. Tequila Aficionado also includes this list on every updated NOM List for your convenience.
Nevertheless, one of those distilleries mentioned in Maxwell’s list boldly refuses to hide behind a veil of secrecy–
Destilería Leyros (NOM 1489).
[Tweet “Destilería Leyros (NOM 1489) doesn’t hide its #diffuser use, taking pride in its efficiency.”]
In Defense Of Diffusers
Destilería Leyros, producers of their flagship brand, Tequila Don Fermin and many others, bills itself as a model for modern and efficient tequila making.
It was proudly represented that way even in the wildly popular Spanish language telenovela Destilando Amor, where it stood in for the then fictional Destilería Montalvo.
Enrique Legorreta Carranco, one of the owners of Leyros, agreed to answer some of our questions and to try to help dispel the myths and mysteries surrounding the diffuser.
Controversy
“I am aware about the controversy of using difusor [Spanish spelling] in the tequila process. Here are some key factors and benefits of the process in order to be firm with the press:
“In fact, there is nothing to hide and we are willing to receive tequila bloggers, media or people from Tequila Aficionado in order to know first hand this innovative and ecological process.”
Process
“The difusor extracts the agave juice first of all, followed by the cooking of the agave juice to extract the agave sugars. This cooked agave juice is called the agua miel. In traditional process they first cooked the agave followed by the agave juice extraction. We obviously need to cook the agave juice in order to get its sugars in order to be able to be fermentated (biological process where sugar turns into alcohol).”
Flavor
[We’ll note that Sr. Legorreta took issue with the portrayal of the tastes and essences of tequilas produced with a diffuser as described by some bloggers, believing them to be too subjective.]
Traditional Process vs. Modern Technology
Environment
About That Stigma…
A New Style
In much the same manner as importers, brand owners, and maestro tequileros defend
(and advertise in their marketing materials!) the use of additives in their aged tequilas (“finished and polished”), Sr. Legorreta asserts that juice made with a diffuser is simply another style of tequila.
The Leyros videos above claim to use machinery as a way to “considerably reduce the risk of injury” to the people on their workforce. Yet, as Maxwell points out…
“Not only is the difusor a way to pump out product, it also uses a very small labor force. As more distilleries use the difusor, there will be less jobs available to those, who for hundreds of years, have built towns and created families by working in the agave distillate industry. So what happens to the unemployed? …do they leave for the US to become illegal immigrants? Or do they work for the narcos?”
[Tweet “Consider the economics: As more distilleries use the #difusor, there will be less jobs available.”]
At the risk of being redundant, it bears repeating what noted agave ethno-botanist, Ana Valenzuela said about the diffuser here…
“…to prohibit the use of diffusers (in hydrolysis of agave juices) that takes the “soul” (the flavor of baked agave) out of our native distillates, singular in the world for its complexities of aromas and flavors.”
In conclusion, if current figures are correct, exports of tequila rose 16% to US$568 million in the first six months of 2014, compared to the same period last year. It is expected that China will import 10 million liters of tequila in the next 5 years.
Where will Mexico find enough agave to serve their thirsty customers?
These guys know where.
Turning A Blind Eye
On September 4, 2014, dozens of mezcaleros (mezcal producers) dumped 200 liters of mezcal onto the streets of Oaxaca City in protest for their government’s lack of support against tequileros from Jalisco who are allegedly raiding tons of espadín and other maguey (agave), the prime ingredient in mezcal, to produce tequila.
In the process, say Maestros del Mezcal Tradiciónal del Estado de Oaxaca (a trade association) 15 of the 32 varieties of maguey native to Oaxaca are in danger of becoming extinct.
[Tweet “Are tequileros from #Jalisco raiding tons of #espadín to produce #tequila?”]
Don’t Say We Didn’t Warn You
Thanks to these transnational maguey marauders, the burgeoning mezcal industry’s days are numbered, it seems.
If indeed a diffuser strips away the agave’s regional characteristics leaving behind a more citric, vodka-like, cookie cutter flavor profile that easily lends itself to clandestine adulteration, over distillation and multiple barrel blendings, then what’s to keep these pirate tequileros from pilfering agave from outside the requisite growing states and using a diffuser to crank out “tequila?”
These days, filling orders to emerging world markets is more important than the blatant disregard for the Denomination of Origin.
[Tweet “Is filling #tequila orders for #China more important than the blatant disregard for the DO?”]
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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!