Most of the requests we receive from tequila brand owners and importers here at Tequila Aficionado Media are for our current ad rates and special promotions.
Their goal is to achieve maximum coverage over several of our powerful social media networks in order to gain worldwide exposure for their agave spirits, whether it’s tequila, mezcal, sotol, raicilla or bacanora.
It’s not often that we’re confronted with a reverse situation, however.
In a rare turn of events, one particular tequila brand owner has asked us to help peddle one of the most exclusive tequilas we’ve ever encountered.
Exclusivity Breeds Demand
Following the path of one of the infamous co-creators of Patrón tequila, and brazenly emulated by such standard brands like Partida, the Black Swan of Tequilas has it all and more.
Adorned with a wearable engraved symbol, this beveled sleek and sexy bottle is crowned with a unique and patented locking cap.
Extensively photographed by a Grammy award winning art director, its image exudes elegance, naughtiness, high fashion and luxury all at once.
This platinum blanco tequila comes equipped with a cult following among the elite. Sipped and lauded by a who’s-who of economic, political, financial, and international leaders and celebrities.
Hell, it even has its own sultry theme song!
A statistical anomaly in the spirits industry, every minute detail was carefully crafted and painstakingly devised to entice the global traveler.
One of the benefits of working at Tequila Aficionado is that we’re often privy to tequila scuttlebutt. When I heard whispers that Mary Clemente, boss lady of Jurado Tequila, was working on something with well-travelled celebrity Chef Grant MacPherson, I had to know more.
It isn’t just about the tequila for me. My interest lies in all that is Tequila Culture – the people, history, places, and pairings that make up what our CEO, M.A. “Mike” Morales calls the “Anejo Lifestyle.”
The pairing of exclusive, ultra premium Jurado Tequila with world class Chef Grant MacPherson was news that definitely piqued my interest.
After a bit of Googling, I discovered Chef MacPherson had recently released a book entitled “Word of Mouth,” so I brazenly asked for a review copy. In the publishing industry, handing out PDF versions of advance reading copies (ARCs) for review is commonplace. What I didn’t expect was to receive a signed hardcover copy from Chef MacPherson himself.
Reading Word of Mouth, I realized the passion and care that goes into a well-crafted tequila is the same that goes into a well-crafted meal–both are art forms.
MacPherson considers the terroir of the foods he sources in the same way a Master Distiller considers the source of his or her agave. Whether you’re distilling a fine agave spirit or preparing an herb-crusted rack of lamb, as you’ll find on page 88, the true artist ensures every ingredient is the finest available so that he can create something unlike any other.
Jurado’s tagline is “Let taste be the judge.” Mary Clemente is taking that a step further by enlisting the talents of a top chef who regularly cooks with wine, vodka, and Scotch, and plans to let him innovate epicurean masterpieces with Jurado Tequila.
I would love to be at the chef’s table the evening he premiers that menu!
Word of Mouth is an eclectic compilation that is part resume of the positions MacPherson has held at exclusive resorts, part gratitude for all the mentors and management who have had a part in his career, part who’s-who of the superstar chefs he’s butted heads and knocked elbows with, and part endorsements from the many who have had the pleasure of working with him.
Jurado Tequila will be so exclusive that it will only be available through duty free retail stores in certain countries for those with the means and sophistication to travel internationally. One of Chef MacPherson’s dishes in Word Of Mouth is likely to be just as rare a find.
For those of us who may not have the opportunity to dine at Chef MacPherson’s table, Word of Mouth teases us with some luxurious and artistically presented dishes such as Singapore Chili Crab, Eight-Hour Golden Pineapple, and Maine Lobster Scotch Eggs that only the most brave and adventuresome will attempt to recreate.
I would be remiss if I didn’t mention presentation in my discussion of Word of Mouth. Photographer Bill Milne has supplied each page with a stunning image related to each dish and meal creation.
This is the Anejo Lifestyle at its finest.
Word Of Mouth isn’t just a cookbook, homage, or resume. The entire piece is an opus, packed with stunning images meant to spur discussions of world travel, meals enjoyed, and the friends one meets along the way.
It’s the sort of book we might browse and discuss while enjoying a treasure bottle of tequila with cherished friends. Gratefully, Mary Clemente has persuaded Chef MacPherson to add premium Jurado Tequila to his artist’s palette so he might lend his talents to Tequila Culture and lead the way for other chefs to explore agave spirits and bring them into the mainstream for all to appreciate and enjoy.
Word of Mouth isn’t just a book; it is an experience for the senses, something tequila aficionados worldwide can certainly appreciate.
If you’re wondering what Mary Clemente has up her sleeve, stay tuned. I’ll get it out of her eventually!
The preceding podcast was recorded by Tequila Aficionado’s Founder, Alexander Perez, on March 21, 2006.
Sadly, many brands still persist in the Tequila Girl marketing that Alex mentioned over seven years ago. Some brands believe they’ve evolved and took it a step further with Tequila Boy marketing. I believe the true aficionado finds both of these offensive.
True aficionados don’t buy their tequila based upon how attractive an ad model is. It saddens me that so many brand marketers are stuck in the 1990s and won’t let go of this old advertising paradigm.
When all you put out there is co-ed bimbos doing shots, drinking from red Solo cups, or worse, from the bottle, you’re telling the world you don’t want your brand to be taken seriously. I love a shirtless hunk as much as the next straight woman but don’t try to dazzle me with him while you pour cherry soda and light beer into a blender to hide the taste of your mass produced tequila.
Show me a brand owner, male or female, who is smart, savvy, self assured and passionate about their tequila and I’ll stop what I’m doing to listen.
Alex said “Tequila companies need to rethink their marketing tactics” and they still do. The big boys are still marketing their swill with expensive distractions, but the little guys…we love the little guys here at Tequila Aficionado. The little guys are slowly changing the tequila marketing landscape.
People like Alex Viecco at Montalvo who is also involved in programs to create biofuels from tequila production waste products; people like Sergio Olmos of Nuestro Orgullo who take up the banner for a family business and knock themselves out trying to create the best product possible, not for the money, but for family pride and love of agave spirits; people like Laurence Spiewak and Lance Sokol of Suerte who put thought and meaning into a logo rather than attempting to dazzle us with tits and ass.
Yes, there are still small brands that believe they can grow by emulating the big brands with sponsored DJs, rock bands, edgy artists, and girls with great plastic surgeons but they rarely make it past that crucial five-year threshold. Superficiality attracts superficiality. When your marketing involves pretty girls in club attire giving shots to partygoers who will quickly forget what they drank, then you must realize that your tequila will last only about as long as their buzz does.
I think we’re on the cusp of something, though. It makes me very happy to see tequila brands that are finally letting the tequila do the talking.
As brands take themselves and their products more seriously, so too does the consumer. People like Mary Clemente of JuradoTequila are partnering with great chefs like Grant MacPherson. Pairing dinners are becoming popular ways to market good tequilas and I hope they’ll soon take the place of trays of shot glasses.
People are beginning to appreciate what great tequila and tequila culture can bring to their lifestyle through books by authors like Lucinda Hutson. Lucinda was well ahead of her time when she first began this journey, but perhaps tequila drinkers have grown up enough to become aficionados and truly appreciate the treasures she pens.
We welcome these changes at Tequila Aficionado. Alex’s vision was that Tequila Aficionado become a resource for all things agave including mezcal, sotol and other agave spirits. He wanted to interview people in the industry, people with a passion for fine tequilas, people breaking the old paradigms. He wanted to provide honest discussions about the merits of particular spirits over tastings, not just a simple “thumbs up” or “thumbs down.” He envisioned an online resource that would bring depth to tequila culture. He hoped to create in a magazine what a master distiller creates in a small batch, something that pleases the senses, enhances, informs, and provides the perfect finish that brings you back time and time again.
Something was missing in the mix all these years, but we believe we’ve finally found the right combination to bring that dream to fruition.
We have new Sipping off the Cuff episodes airing every week so you can taste along with us; bloopers and outtakes so you can laugh with us; Founder’s Features that are interviews and articles of significance to tequila history; Portraits in Tequila taking you beyond the label to see the story of the people behind the tequila; reviews of books on all aspects of tequila from dirt to drink and beyond; reviews on tequila related products like glassware and the foods, treats and cigars that can be paired with tequilas; articles on agave related industries; features on distilleries; and reviews of hotels and restaurants in Mexico’s tequila region.
We will always have a focus on the finished tequila product, but we’re deeper than that. We’re no longer focusing simply on the finished tequila; we’re expanding to encompass all of tequila culture because, after all, it isn’t about just a quick shot –
It’s about the whole experience.
We look forward to sharing that experience with you.
Lisa Pietsch, COO
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The first Tequila Aficionado Newsletter will be published tomorrow. Don’t miss out on current news & reviews, great podcasts and articles from the archives, and hot tips on upcoming stories, features, contests, and giveaways!