How to Taste Tequila Like a Catador…

…Or, at least, how to act like one

Color, legs and tears, taste tequila
Color, legs and tears.

There are two official schools in Mexico that train people to be certified catadores (tequila tasters).  One is actually a faction of the original school established in 2000 and known as the Academia Mexicana del Tequila (Mexican Tequila Academy).

After a bitter falling out between the founders, another school was initiated in 2006 known as the Academia Mexicana de Catadores de Vino y Mezcal.

Below are the official guidelines of tequila tasting as set forth by the Mexican Tequila Academy and translated from their website here.

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1.)  Durante todo el proceso de cata, no debe haber communicación entre los catadores.

(During the entire tasting, there should be no communication among the tasters

Covered tequila samples, taste tequila
Covered tequila samples.

[judges]).

2)  Recuerde que un gesto o cualquier otra actitud de aprobación o desaprobación, puede influir en la opinión de los otros participantes. Su opinión, sea cual fuere, debe ser reflejada en la cédula de cata, y si tuviera opiniones o comentarios extra-calificación, es importante que utilice el reverso de la cédula correspondiente a la muestra que está evaluando.

(Keep in mind that any gesture of approval or disapproval can influence the opinion of the other judges.  Whatever your opinion, it should be reflected on the scoring sheet and if you have opinions or extra comments (ratings), it’s important to use the reverse side of the scoring sheet of the sample you are evaluating.)

3.)  Antes y durante el transcurrir de la cata no es conveniente fumar, ya que el tabaco disminuye la capacidad de percepción sensorial y sus apreciaciones podrían estar afectadas y el humo afectará a los otros catadores.

(Before and during the course of the tasting, it is not convenient to smoke since tobacco diminishes one’s sensorial capacities and perceptions.  Your assessments may be affected and the smoke will affect the other tasters [judges].)

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4.)  Se recomienda que el día del catado se evite el uso de lociones o perfumes.

Agave, up close, taste tequila
Agave, up close.

(It is recommended that on the day of the tasting that you avoid the use of lotions or perfumes.)

5.)  De preferencia el día de la cata se debe tomar un desayuno ligero, entre las 8:00 y las 9:00 hrs. si la cata se inicia a las 11:00.

(It is preferred that on the day of the tasting that you have a light breakfast at 8 or 9 AM if the tasting is to start at 11AM.)

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6.)  Antes de iniciar el catado, ponga en su boca un pequeño sorbo de un destilado neutro (se recomienda vodka simple) páselo por toda la boca y finalmente elimínelo, este ejercicio hará que su boca quede limpia de sabores extraños o anteriores y la preparará para una mejor percepción.

(Before the inception of the tasting, place a small sip of a neutral [grain] spirit (plain vodka is recommended), swish it around in your mouth and spit it out.  This practice cleanses your mouth of strange or previous flavors and prepares

Vodka, soda crackers, water and scoring sheets.
Vodka, soda crackers, water and scoring sheets.

you for a better perception [evaluation]).

7.)  Antes de calificar el sabor de la primera muestra, se recomienda poner en la boca un primer sorbo y moverlo por toda ella, eliminarlo y con un segundo sorbo emitir su calificación sobre el sabor.

(Before scoring the first sample on its flavor, it is recommended to take the first sip and swish it inside your entire mouth and spit it out.  With the second sip, express (record) your score on the flavor.)

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8.)  Tómese el tiempo necesario para evaluar cada muestra, no lo haga apresuradamente, y sobre todo concéntrese en la muestra en turno. ¡CONCENTRACIÓN ES EL NOMBRE DEL JUEGO!

(Take the time necessary to evaluate each sample.  Don’t be in a hurry, and above all, concentrate on the current sample.  CONCENTRATION IS THE NAME OF THE GAME!)

9.)  Recuerde que es su percepción y opinión, sobre la muestra en turno, la que vale y no el qué o cómo pudiere parecerle a otra persona.

(Remember that it’s your perception and opinion over the current sample that counts and not how someone else might perceive it.)

10.)  No intente hacer comparaciones; no tiene que conectar la muestra en turno con alguna marca en particular; realice su evaluación como si cada una de las muestras fuera única. Cada una de las muestras tendrá sus propias características, positivas o negativas, sus cualidades, atributos y esos son los que deben contar para usted, de acuerdo con los parámetros de la categoría y clase de la muestra, ya que esto es finalmente lo que se busca.

[Tweet “Every #tequila is different, be careful not to judge by comparison”]

(Do not attempt to make comparisons.  Do not connect the current sample to a particular brand.  Carry out your evaluations as if each sample were unique.  Each one of the samples will have its own characteristics, positive or negative, its own qualities and attributes, and those are what you should depend (rely) upon in accordance with the parameters of the category and type of the

Scoring tequila samples.
Scoring tequila samples.

sample as that is ultimately what is looked for.)

11.)  Es importante que al pasar de una a otra muestra, elimine el sabor de la anterior con un poco de galleta sin sal y agua.

(It is important that after each sample, you cleanse its flavor [from your palate] with a bit of plain soda cracker and water.)

12.)  Elimine el sorbo de cada muestra evaluada, al final de la cata podrá beber de las muestras que prefiera.

(Eliminate the sip of each sample evaluated.  At the end of the cata (tasting) you’ll be able to drink from the samples you preferred.)

13.)  Es de vital importancia que para evaluar cada categoría y clase de tequila, tome en consideración el parámetro o perfil correspondiente, esas deben ser sus referencias al calificar la categoría y clase.  Al reverso de la ficha, encontrará perfiles generales para la categoría 100% de agave y cada clase.  Al reverso de la cédula encontrará estos perfiles generals.

(It is vitally important that to evaluate each category and type of tequila that you take into consideration the corresponding parameter or profile.  Those should be your references to score the category and type.  On the reverse side of the scoring card you’ll find general descriptions for the category of 100% de agave [tequila] and each type.  On the reverse side of your identification card, you will [also] find these general descriptions.)

14.)  Es indispensable que antes de iniciar el catado, anote en todas sus cédulas su nombre. Y una vez que emita sus calificaciones para cada muestra, realice la suma de puntos total, anotando este resultado en el lugar destinado para ello y que registre esta calificación en su hoja personal de control.

(It is indispensable that before the tasting, you write your names on all of the scoring sheets.  Once you’ve graded each sample, total up the points and write the sum in the space provided and register this evaluation on your personal control sheet.)

15.)  Circule la calificación para cada concepto de evaluación (visual, olfativo, sabor), no palomee, no cruce ni tache los números de la calificación.

(Circle the grade for each component of evaluation (visual, olfaction, flavor).  Do not deliberately “fudge,” cross out or eliminate numbers from the score.)

16.)  Las copas con las muestras, han sido ordenadas de izquierda a derecha en

Covered samples
Covered samples

dos líneas: de la 1 a la 5 y atrás de la 6 a la 10. En esa misma secuencia deberá realizarse la cata, destapando exclusivamente la copa de la muestra que va a evaluar y volviéndola a tapar al pasar a la siguiente.

(The glasses with the samples are in order from left to right in two lines:  from 1 to 5, and in back from 6 to 10.  The tasting should be done in the same sequence, uncovering only the glass of the sample you are evaluating, and then recovering it before moving on to the next one.)

17.)  En general recuerde la capacitación que sobre catado ha recibido. 

(In general, remember the tequila tasting training you have received.)

Considere que su evaluación de cada muestra es en extremo valiosa y que con sus calificaciones estará afectando positiva o negativamente a esa muestra y por tanto a una marca en particular que se expende en el mercado, por lo que se debe realizar con extrema imparcialidad y absoluta honestidad.

(Consider that your evaluation of each sample is extremely valuable.  Your scores will affect, either positively or negatively, that sample and therefore, a particular brand coming onto the retail market.  It should be carried out with extreme impartiality and absolute honesty.)

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Change is at Hand for the Tequila Market, Part I

tequila market, masa azulPart I of II

Written by Chris Zarus of TequilaRack

Tequila Brands and Producers Have Already Sailed Into the Sucker Hole

For those new to the expression, a “sucker hole” is a colloquial term referring to a spate of good weather that “suckers” sailors into leaving port just in time for a storm to resume at full force and wreak havoc on the ship and crew.

For both Tequila Brand Owners and producers of a certain size, their ship has already sailed, and the storm is now closing in on them. Some in denial, others looking through rose-colored margarita glasses, still believe they can navigate through to that glimmer of light on the horizon. However, the perfect storm of doom looms just past the horizon of hope, and will soon envelope and destroy most, if not all, in its wake.

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Oh, and that’s the good news. The bad news is that only a few of the big and the very nimble will survive.

This is because of a number of factors, primarily that too many of us bought in to the Yankelovich and similar studies that declared premium and above 100% Agave Tequila brands as the next big thing.

While the premises of these market premonitions were undoubtedly true, too many of us jumped headfirst into the juice just before the world economic decline. Six hundred brands have turned into 1200 brands in less than five years. The growth of the market has been dramatic compared with other distilled spirits, yet, it’s still relatively small, ranked only 4th in US volume. It has not grown fast enough to accommodate all of the entries into the field.

[Tweet “Too many of us bought in to the Yankelovich study declaring 100% Agave Tequila brands as the next big thing.”]

Resistance is Futile – Change is at Hand for the Tequila Market

train wreckThe Gravy Train Wreck Ahead

I’m sure that for many of you, in just reading the title of this article, your blood pressure has escalated, and you may already be misdirecting your anger at the author.

For others who have experienced the many similar economic paths to consolidation in the global beverage industry, you have already accepted that change has to occur, and you will soon better understand and appreciate the math behind what I am about to lay out, and why everything I’m about to outline here will happen in due course.

For those of you who have your personal fortunes riding on the Tequila Train, both prominence and profit may still seem to be so close that you think you can see the light at the end of the tunnel, or beyond the next bend. But, I’m sorry to say that for most of us in the biz, the light at the end of the tunnel is that of an oncoming locomotive. This will be a catastrophic collision, albeit in slow motion, that will drain your resources and your resolve.

iwsrWhat can be learned from the Russians? (Excerpted from JustDrinks.com)

The global economic crisis has had a significant impact on the Russian spirits market, changing market dynamics and briefly halting the much-lauded premiumisation trend, according to current research.

A recently released report from the International Wine and Spirit Research (IWSR) on Russia’s spirits market claims that the downturn has also led to “…disruptions across the supply chain, with many suppliers and distributors going bankrupt or halting production. For healthier companies, however, it has presented an opening to establish their brands and take market share…”

cloud liningThe Silver Tequila Clouds have a very Dark Lining (Excerpted from Global market review of Tequila – forecasts to 2013 www.researchandmarkets.com )

The history of the Tequila industry has been one of boom and bust. Sales rose during the 1940’s only to collapse again in the mid-50’s. Export sales rose steadily from the 1960’s onward, although domestic sales fell sharply in the 1980’s due again to an economic slump, and the severe Mexican economic crisis of the early 1980’s resulted in plummeting sales.

The market was again disrupted by a critical shortage of Agave beginning in the late ’90’s, which served to hold back the category’s international development as brand owners were forced to divert limited supplies to the core US market, and quality perceptions were damaged as some manufacturers moved from 100% to 51% (Mixto) Agave products.

Today, that dynamic is in reverse, and the market is in oversupply. More and more 100% Agave products are coming into the market. This is helping to raise quality perceptions, and in turn, demand is surging not only in core Mexican and US markets but across a number of other countries.

The outlook for the category has rarely been better, and Casa Noble Tequila president and COO David Ravandi commented, “Tequila is entering a stage of consolidation in the world markets. It is no longer a fad. The fact that 100% Agave Tequila exports have increased tremendously over the last two years is extremely positive for the product’s outlook in the years to come.”

US Tequila Importation is a Sucker Bet

tequila history, santa fe“My cousin will make the best Tequila for you Mr. Gringo”

“So, my friend, you want a great Tequila brand? We will make it for you. Just fifty percent cash up front to start the process.”

Unfortunately, far too many have fallen for this old gag. Relying heavily on the forecasting reports of the early 2000’s that suggested that luxury Tequila would be the next big spirits category after vodka.

With dollar signs in their eyes, the believers drank the Tequila Kool-Aid, most of them spending way too much to buy a brand, custom molded bottles, etc. But the worst part was that this left little if any money for marketing. Many did not even understand brand marketing inflation was happening right under their noses.

It had started soon after Patron hit 100,000 cases in volume in 2001, and the cost to market a Tequila brand in the US went from $1 to $10M per year. Today it takes at least $20M per year just to play in the same ballpark as Patron’s $50M plus, Sauza’s $35M plus, and Cuervo’s $30M plus marketing budgets.

Who could have predicted that a “realistic” business plan for the next successful ultra-premium Tequila brand calling for only 10,000 cases in the first year would end in it’s investors taking a bath?

The problem with this equation is three-fold:

1) Pricing: Unlike vodka and white rum, 100% Agave Tequila is just too expensive to produce and bottle in Mexico. Unless, like rum, vodka and mixto Tequila, it is able to be shipped in bulk and bottled near the final consumer, the cost involved with 100% Agave Tequila is always going to be too high to attain critical volume and profit levels.

2) Volume: US mass volumes are best when a spirits category is between $9.99-29.99/750ml. One hundred percent Agave Tequila is currently profitable only at the upper ranges when higher volumes are attained.

3) Distribution: The US “3-Tier” Distribution System is at best an oligopoly, and 19 states run a monopoly. Of the 1200 plus Tequila brands, want to guess how many they want to carry? Well, after the top 20, you are very lucky to be “special order only”. If you are fortunate enough to live in the states of California or Arizona, where one can be both the importer and distributor, you will find yourself driving your precious Tequila brand around to each account in your car.

[Tweet “The US “3-Tier” Distribution System is at best an oligopoly, and 19 states run a monopoly.”]

Without product volumes or market clout, you will be hard pressed to get even an appointment, let alone a vender number with the chain restaurants and grocery stores. These major chain stores like Chili’s, Chevy’s, Costco, Kroger, etc., drive at least 85% of the combined volume in all but the control states. Without access to the chains, your market becomes the handful of privately owned, “Mom & Pop” accounts that usually know that small independent distributors are easy prey for bending the law on consignment, stringing out payments, or not paying at all.

While driving your own brand around certainly makes time for the personal touch and focus, these hand-selling efforts prove to be the most inefficient ways to distribute one Tequila brand. Your glass ceiling to fame and fortune becomes that next level of chain distribution that can only be had by a state-wide delivery system of the large wholesale distributor.

With Tequila segment Pricing, Volume and Distribution all against you, one will need to have a lot more money than the brands of the past in order to simply survive in the US.

Tanks-a-lot for Nothing

Call the tank maker and raise your stocks of liquid now!

no masUnfortunately, most of the mid-sized Tequila distilleries have bought into the notion that Agave prices will go up in the very near future. They base this notion on the boom and bust cycle of the past, and like Lehman Brothers, believe that they have successfully timed the market.

Greedily, many producers are now mortgaged to the hilt in order to produce all the Tequila that they possibly can afford to store in stainless tanks or wooden barrels. Fear of the impending Agave price increase that has yet to happen (and may not for many, many years) has seemingly forced them all into a squirrel-like stockpiling frenzy.

Are they storing Blanco, like acorns, for the hard winter ahead? These stored nuts of liquid demise are in reality winds conspiring to produce the perfect storm for all but the most financially secure and/or nimble producers.

Copyright 2010 International Tasting Group (ITG), All rights reserved. Unless otherwise noted, ITG is the legal copyright holder of the material on our blog and it may not be used, reprinted, or published without our written consent.

Links

SPIRITS TRENDS

U.S. Spirits Market 2008, Gross Revenues by Price Category

http://www.discus.org/pdf/2009IndustryBriefing.pdf (This is the most recent report by DISCUS for 2009. Tequila volume is still listed as 4th.)

http://www.thefreelibrary.com/Spirits+fast+track+brands.-a0144204154 (shows Patrón reaching 119K cases in volume in 2001.)

http://archive.cyark.org/2012-understanding-the-maya-calendars-blog

http://www.forgottenagesresearch.com/index.htm

http://www.nostradamus.org

http://www.oceanfreightusa.com/topic_impg.php?ch=19 (Bonded warehouses.)

http://dsc.discovery.com/news/2009/02/09/tequila-agriculture.html (agave farmers)

http://www.yankelovich.com/ (state of the consumer)

tequilarack

Originally posted October 1, 2010 by Chris Zarus of TequilaRack.  This is considered a standard in the industry and is even more relevant today.

Please visit TequilaRack, a member of the Tequila Aficionado Flight of Sites.

 

 

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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!