Tequila Marketing Happy Talk

Tequila Marketing Happy Talk http://wp.me/p3u1xi-4hXSome well-meaning follower posted on our Facebook page this answer to a press release referring to Espolón tequila…

“PSA: “super premium” has no real meaning—it’s marketing happy talk.”

While we’re inclined to believe that sneaky marketers have hijacked the word premium and turned it into a buzzword, in all actuality, it is a spirits pricing term.

Let’s Review

As we pointed out in our feature, Craft Tequila:  WTF Does THAT Mean? Part 2, the Distilled Spirits Council of the United States (DISCUS), the national trade association and lobbyist representing the leading producers and marketers of distilled spirits in the United States, separates all booze into four categories–

Value, Premium, High End Premium and Super Premium.  [Note the absence of the term, Ultra Premium.]

The confusion stems from the fact that DISCUS lists the price points of each particular spirit by supplier revenue per case, not by retail price per bottle.

It is DISCUS’ industry-focused terms that are the culprit, and marketers have indelibly embedded premium into consumer’s minds like an embarrassing tattoo on a mixologist’s forearm.

Think Like a Marketer

[Warning:  You might want to shower after this segment.]

Webster’s Online Dictionary defines premium as “a price that is higher than the regular price.”

Want to think like a marketer?

Then, run premium through Webster’s Thesaurus and inhale deeply as if you’ve just stumbled upon a secret cava filled to the ceiling with barrels of resting añejos.

Revel in the treasure trove of descriptors like Robert Duvall in Apocalypse Now.

via GIPHY

A Stroll Down the Tequila Aisle

Now that you’ve toweled off, take a look at DISCUS’ 2015 Industry Review Supplemental Tables, here.

Scroll to the section titled Distilled Spirits Pricing Categories and notice the names listed under Major Brands, especially those in the Tequila segment.

Bear in mind that all spirits categories are measured by how well or badly the Big Boys are performing.  Your preferred craft label may not even be mentioned.

Tequila Marketing Happy Talk http://wp.me/p3u1xi-4hXNow, pretend you’re in the Tequila Aisle of your favorite liquor store and ask yourself–

Would I buy this tequila?

Whether your answer is yes or no, determine where your preferred tequila brand is priced and pigeonholed.

Value, Premium, High End Premium and Super Premium.

Are they within a few bucks of the Usual Suspects, or are they completely out of your ballpark?

By the way, if you’re drinking at the Ultra Premium range, I have swamp land in Arizona that I’d like to unload, er, sell to you.

Falling For Marketing Happy Talk

Next, just for kicks and giggles, take a gander at DISCUS’ US Tequila Market at a Glance, here.

Look closely at the astronomical growth of the High End Premium and Super Premium divisions since 2002-2003.  This trend even has a name–

Premiumisation.  How’s that for a buzzword?

Depending on which categories your favorite tequilas land, are you Tequila Marketing Happy Talk http://wp.me/p3u1xi-4hXcomfortable paying those prices?

Put another way–

Are you happy for supporting the Big Boys all these years?

Remember, there is no shame in sipping value tequilas.  We won’t judge you.  When in doubt, turn to our Sipping Off The Cuff(c) episodes to help with your buying decisions.

Go ahead…

Reach for that box of tissues, pour yourself a craft tequila, and vow never again to fall for the marketing happy talk.

 

Espolon Anejo Tequila Review

Espolon Anejo – Finished in Bourbon Barrels

espolonTequila Aficionado’s Alexander Perez and Mike Morales taste and discuss the new Espolon Anejo presented by Campari and explain why they feel it deserves to be nominated as a 2014 Brand of Promise.

 

 

Find Espolon Tequila online at

www.tequilaespolon.com.

Follow them on FacebookTwitterInstagram

espolon anejo, tequila, espolon

Master Distiller Cirilo Oropeza has taken his beloved Espolòn Tequila to new heights with his latest experiment gone incredibly right — Espolòn  Añejo. To put a creative mark on the world of Añejo tequilas, award-winning Espolòn aged tequila did the unexpected — a traditional Añejo with an Espolòn twist. In using a technique pioneered by Oropeza himself, the first of its kind in Mexico, this innovative process takes white oak-aged tequila and finishes it for two to three months in heavily charred American bourbon barrels allowing the liquid to take on the complex, rich flavor for which bourbon whiskey is famous. Brought to the United States for the first time by Espolòn Tequila, Espolòn Añejo is now available to stir things up.

Master Distiller Cirilo Oropeza brings multiple decades of expertise to the craftsmanship of Espolòn, applying as much artistry to the liquid as is found on the label. The traditional Día de Los Muertos-style imagery on each bottle depicts significant moments in Mexican history and pays homage to the brave men and women who fought to establish modern day Mexico. The Espolòn Añejo bottle celebrates the Jarabe de Jalisco, now considered the national dance of Mexico, also known as Mexican Hat Dance. A liquid inspired by the risqué performance banned by 19th century Mexican authorities for being controversial, Espolòn stirs things up to create a truly revolutionary Añejo. ~ BevNet

 

La Palapa Cocina Mexicana Celebrates National Tequila Day!

la palapaLa Palapa Recipes You Can Create at Home

What is more appropriate to enjoy on National Tequila Day than an authentic Mexican culinary experience you can accomplish at home with the direction of Barbara Sibley, chef-owner of New York City’s La Palapa Cocina Mexicana.  She graciously provided us with three exceptional and easy to replicate recipes that either call for tequila, or another flavor equally indigenous to Mexico, hibiscus.  Viva La Palapa!

  • Flor Chelada and “the sweet spot” (art of sipping Chelada)
  • Pepito – tequila/lime marinated skirt steak sandwich
  • La Dona – tequila-hibiscus-citrus cocktail, perfect for summer sipping

 

Flor Chelada

la palapa, flor cheladaYou will need Wild Hibiscus Flower and Syrup, hibiscus flower salt, lime juice and your favorite beer (preferably Mexican!).  

Dip the rim of your glass into wild hibiscus syrup and then into hibiscus flower salt.

la palapa, flor cheladaFill 3/4 glass with ice.

Add 3/4 oz of Wild Hibiscus syrup and the juice of ½ lime (1 tablespoon) to bottom of glass.

Carefully top with your favorite beer.

La Palapa recommends Pacifico or any Mexican lager.

Garnish with edible Wild Hibiscus Flower.

 

Watch Barbara Sibley of La Palapa create the Flor Chelada:


 

sweet spot, la palapa, flor chelada, barbara sibleyBarbara Sibley explains The Chelada “Sweet Spot”

Layered Mexican beer cocktails such as Cheladas and Micheladas, are served in a tall glass rimmed with flavored salt and filled with ice. Delicious flavorings are then added.   For the Flor Chelada we use hibiscus syrup and fresh lime juice. To complete your chelada, slowly top with beer.  The sweet spot is where the syrup, juice and beer meet. To get the best mixture of ingredients, sip the beer through a straw, dipping lower or higher for a stronger or lighter flavor. Typically there’s enough flavoring to accommodate an entire 12-oz beer, so top off your chelada as needed and enjoy with that hibiscus-lime ‘sweet spot’ lingering at the bottom. Delicioso!

 

sweet spot, la palapa, flor chelada, barbara sibley, pepito The Pepito

is a traditional Mexican torta sandwich of grilled skirt steak that’s been marinated in a tequila and lime mixture and layered with fresh avocado, lettuce, tomato, plus pickled jalapeño and smoky chipotle crème. Here is a marinade for 3 pounds of steak.

 

sweet spot, la palapa, flor chelada, barbara sibley, pepito, recipeMarinade:

Combine 1 cup olive oil, 1/2 cup tequila, the juice of 2 limes, and 1 tablespoon each of sugar and salt.

Marinate for no more than half an hour, or the tequila will make the steak too soft.

(If you prefer chicken, check out this marinade recipe using Hornito’s Lime Shot.)

Serve with Flor Chelada or La Dona cocktail.

 

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2 oz of tequila (La Palapa uses Espolon Blanco)

3/4 oz triple sec (Combier or Cointreau)

3/4 oz fresh lime juice

Splash of agave nectar

Splash of orange juice

1 oz Wild Hibiscus Syrup

 

Put all ingredients together with ice in a cocktail shaker.

Shake vigorously and pour strained into a glass that’s rimmed with hibiscus chile piquin salt.

Garnish with a twist of lime and wild hibiscus flower.

 

Editor’s note:

Wild Hibiscus Flower Company just launched an exclusive line of all-natural, concentrated floral extracts and syrups:

  • b’Lure (ba-lure), made from the sensual blue butterfly pea flower, offering delicate sweetness and magical color-changing properties
  • Rose + Hibiscus, a fragrant blend of highly prized Bulgarian rose oil and fresh hibiscus juice
  • Hibiscus Flower, fresh hibiscus juice infused with premium dried hibiscus flowers for intensely brilliant red color and deep berry flavor

sweet spot, la palapa, flor chelada, barbara sibley, pepito, recipe, la dona, espolon, wild hibiscus, tales of the cocktail sweet spot, la palapa, flor chelada, barbara sibley, pepito, recipe, la dona, espolon, wild hibiscus

 

 

 

National Tequila Day Giveaway!

– Win a complete set of Wild Hibiscus products – Original, Rose, Heart-Tee, Hibiscus Pyramid Salt Flakes and NEW Floral Extracts, along with a signed copy of Chef Barbara Sibley’s beautifully photographed cookbook, Antojitos, Festive & Flavorful Mexican Small Plates, a collection of her restaurant La Palapa’s best-loved recipes. (Continental USA – excluding Alaska – Only).  $65 value.

Visit the Wild Hibiscus Flower Company’s Facebook page on National Tequila Day (July 24) for details!

Visit the Wild Hibiscus Flower Company’s Website today for more great recipes!

sweet spot, la palapa, flor chelada, barbara sibley, pepito, recipe, la dona, espolon, wild hibiscus, tales of the cocktail

 

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