How to Survive the Tequila Turmoils of 2018

How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

Whether you’re in the business, a savvy consumer, or just an Average Joe overwhelmed by the hype of agave spirits, how can you ensure that you’ll survive the upcoming tequila turmoils of the rest of this year, and beyond?

We’ll show you how.

But first…

Let’s Review

You’ve heard the news of the current agave crisis that we covered in The Agave Panic of 2018:  Bloodshed on the Streets of Tequila. 

You’ve kept track of the trend since last year when we explained that The Agave Shortage of 2017 is Worse Than We Thought.

If you’re launching agave spirits brands during this time of crisis, we need a short discussion about–

Mega Distributors

Aside from some notable craft brands being swallowed up by corporate distillers, M & A has been the name of the game in the spirits distribution sector, too.

How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

Late November 2017 brought the news that distributor Breakthru Beverage was set to combine with Texas based distributor Republic National Distribution Company to match 2016’s mega-merger of Southern Wine and Spirits with Glazer’s, Inc.

This means that smaller agave spirits labels are in danger of never gaining the attention of these behemoth corporations.

And, if your small batch agave distillate has been promised a slot in the hulking distributors’ newly formed “craft spirits division,” specifically to “incubate” promising brands, my advice…

Don’t Do It!  It’s A Trap!

How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

Whether they’ve promised your juice a small amount of attention, or you’re in the “full book” (entire spirits catalog), these divisions are engineered to give the up-and-coming little guy a false sense of hope–and a false sense of security–that your gem will be distributed nationwide, some day.

Fat chance.  It’ll never happen. Wake up!

These mammoth distributors are in bed with the Big Boys, and won’t lift a finger to help you get the word out or build your brand.

Whatever that friend-of-a-friend-who’s-been-in-the-business-a-long-time-and-you’ve-been-golfing-buddies-forever has pledged to you, these departments are engineered to safely “sit” on your precious tequila or mezcal because it has been deemed a threat to the shelf space of their higher paying bread-and-butter flagships.How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

With the recent pay-for-play scandals that have been in the booze news lately, this technique is tougher to detect.

You’ll still be in the same boat you’re in now, doing all the work yourself.

Instead…

Support Your Local Distributor

Not a day goes by where a rising agave star doesn’t ask us for recommendations on a “good distributor” [There’s an oxymoron!] in any state.

Personally, I hesitate to recommend any particular distributor.  I’m not a big fan of them.  Some will argue that the Three Tier System of distribution in the United States is archaic, and serves only the Big Brands.

That said, small-to-mid sized distributors, in my opinion, will become even more important in the grand scheme of things, especially in light of the next impeding mega-merger between Republic National and Breakthru Beverage.

If you’re lucky enough to find hustlers like agave-centric Glass Bottom Distributors in Southern California, or Creospirits in Arizona, your troubles might be fewer.

On the other hand, if you decide to go with a small wine house, or choose a beer distributor or some other arrangement, you’ll still need to instruct their sales staff on how to sell your agave spirit.

Assume that they are simply order takers and woefully under trained (they are!) on anything other than wine or beer, or what’s “on spiff.”

When instructing these salespeople, speak to them in terms they will understand, and don’t have high expectations.

Maybe, just maybe, they won’t disappoint you too much.

Savvy Consumer

You’re one smart cookie.

Not too many people can pull the wool over your eyes, but…

You’re afraid of falling for the excessive marketing that’s endlessly broadcasted to you from all sides of the tequila aisle.

Relax.How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

We suggest you re-read our 2-part series, Craft Tequila:  WTF Does THAT Mean? Part 1.  And, the guidelines put forth in the Craft Tequila Gauntlet in Part 2.

Add Kosher

While you’re at it, add kosher tequila and mezcal to your arsenal, too.

Don’t laugh.  It’s a billion dollar business.

If Rothschild can release a kosher rose champagne, what’s keeping tequilas and mezcals from doing it, too?

Check out our 4 part series, The BIG Business of Kosher Tequila, Part 1 , Part 2 , Part 3 , Part 4 .

The Average Joe

If you’re just an Average Joe, and even if you’ve done all the aforementioned due diligence, you’re still in danger.
How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

Rather than taking shortcuts in order to meet heavy worldwide demand and risk losing quality, some reputable tequila makers have reportedly stopped distilling temporarily in the hopes that agave prices will level out.

[At this writing, agave prices are at $25 pesos per kilo.]

One industry insider confessed to us, however, that a major brand name tequila had switched completely to using diffusers to produce its tequilas.

Asked whether the owner of this large distillery was concerned that the quality of his juice would suffer, he admitted that he didn’t care.

He defended his position by saying that his tequila had been around for so long, and was moving a significant amount of cases, that consumers would never know the difference, anyway.

To purists, news like this breaks their heart.

To savvy consumers, this deliberate disrespect of the public’s intelligence should raise their hackles.

To the Average Joe, this will make your head spin because you make your buying decisions based mostly on tried and true names that you’ve always trusted.

Mainstay brands that were standouts before being bought by global companies, or invested in by foreigners outside of Mexico, are banking that you’ll fall for their marketing–and, on your ignorance.

Don’t let them!

How to Survive the Tequila Turmoils of 2018 https://wp.me/p3u1xi-5zQ

What Else You Can Do

Support small producers of agave spirits.

The Big Boys will always weather the storm, but a few of the little guys could be out of business over the course of the next five years or so.

In promoting them–and even some of the more popular brands, it seems–expect to pay more at your local bar or liquor store.

Whether the agave crisis is fact, fiction or a fusion of both, the scarcity of a commodity will always drive prices higher.

In this thoughtful article by the non-profit advocacy group, Tequila Interchange Project, here’s what else you can do to prepare for what’s to come–without selling out.

Informed agave spirits consumers should always strive to drink for a greater, and more balanced, agave distillates industry.

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!

One With Life at Bracken Cave

 [From September 11 to October 2, 2016, Tequila Aficionado Media, sponsored by 34 expressions representing 21 brands, embarked on an epic RV road show dubbed, The Heartland Tour.  In these next passages, we recount the historic–and epic–highlights.  *FTC Disclosure: Brands appearing on the Tequila Aficionado Dia de Los Muertos & Heartland Tour had to be vetted as Brand of Promise Nominees and paid a nominal fee to be on the tour.] 

Bat Fascination

One With Life at Bracken Cave http://wp.me/p3u1xi-4x6From watching the campy Batman TV series, or seeing Michael Keaton’s classic Batman movie at least 8 times when it premiered back in 1989, or devouring vintage Dracula movies with Bela Lugosi, I’ve always been captivated by bats.

Despite my fascination with them, I’d only seen bats in captivity at zoos, or in film documentaries.  I’ve never actually seen them in the wild until our visit to Bracken Cave on the first leg of Tequila Aficionado’s 2016 Heartland Tour.

Bracken Cave, Texas

Also known as the Devil’s Sinkhole, it’s a mere 20 miles from San Antonio and houses the largest bat maternity colony in the world.  More than 15 million Mexican free-tail bats call Bracken Cave their summer home.

This enormous vertical cavern is considered to be the largest single-chamber cavern in Texas.  The opening is a shaft approximately 50 feet wide that drops 140 feet into the cavern.  The shaft then balloons to a diameter of over 320 feet and reaches a total depth of over 350 feet.

One With Life at Bracken Cave http://wp.me/p3u1xi-4x6

Braken Cave:  The Largest Mammal Nursery on Earth

Every square foot of Bracken Cave is jam packed with gestating or nursing female bats (almost 500 per!) that return every March and April after wintering in Mexico, to give birth to their pups.

While it is the nectar feeding bats that service our beloved agaves, specifically One With Life at Bracken Cave http://wp.me/p3u1xi-4x6the lesser long-nosed bat that the “Batman of Mexico,” Rodrigo Medellin, has so tirelessly championed, along with the Tequila Interchange Project’s “bat friendly” tequila and mezcal certification program, the Mexican free-tail variety also plays an important role in agriculture.

In fact, the estimated 100 million free-tail bats living in Central Texas caves eat approximately 1000 tons of insects and agricultural pests nightly at altitudes of anywhere from 1000 to 10,000 feet feeding primarily on the cotton boll-worm moth (a.k.a. corn ear worm moth) that alone costs American farmers up to a billion dollars annually.

Bats Are Dying, Part 2

As we mentioned in the above article written during last year’s Dia de los Muertos Tequila & Mezcal Tour, not only is the industrialization of tequila and mezcal tampering with the bats’ migratory behavior, but a new killer, White-nose Syndrome (Pseudogymnoascus destructans), is also a threat.

Known as WNS, it is a cold-loving white fungus found on the wings and faces of infected bats.  It causes bats to awaken too often during hibernation and to use up stored fat reserves while flying in winter.  These creatures usually freeze or starve to death.

One With Life at Bracken Cave http://wp.me/p3u1xi-4x6

First detected in 2006 in a cave in New York, it is still a mystery as to how this disease has spread so quickly (7 bat species, 26 states and 5 Canadian provinces, and counting).  The national park system, however, is doing its part to cut down on the spread of this epidemic.

Later on in our Heartland Tour at Mammoth Cave, Kentucky, also a home to bats, hikers were asked to walk onto a soap soaked carpet for several feet after a shortened cave tour.  It is believed that tourists who visit national parks could be inadvertently spreading WNS via footwear.

Bat-nado!

Witnessing the appearance of 4 million bats from a true bat cave is a sight like no other.

The first sign that alerts onlookers are the groups of Peregrine falcons that prey on the Mexican free-tails.  These birds instinctively know when the first nightly pilgrims dare to ascend.

Let’s just say that not every bat makes it out of Bracken Cave alive.

One With Life at Bracken Cave http://wp.me/p3u1xi-4x6No flash photography is allowed so as not to upset the bats during their nightly emergence, and once photography is no longer possible, it’s time to just enjoy the phenomenon of the “bat-nado,” the counterclockwise vortex that the bats create when leaving the cave on their quest for food.

We stood wide eyed in quiet reverence as literally millions of bats flew overhead gathering speed and altitude to feed on the moths and insects that attack corn and cotton farms outside the city of San Antonio, and well beyond.

The fluttering of millions of pairs of wings sounded like rain lightly tapping on a tin roof.  The breeze created by their flight cooled the muggy air around us.

Just close your eyes and smile.

One With Life at Bracken Cave http://wp.me/p3u1xi-4x6

Open your eyes and smile.

By the light of the half moon, the waves of bats disappeared like clouds of smoke over the tree tops of Bracken Cave reserve.

One With Life

Later that evening in the RV park, safely tucked away for the night, we selected One With Life certified organic tequila to toast our first magical experience on OWL_labelsthe Heartland Tour.

On the inside label of every batch of One With Life tequila there is a “tequila fortune cookie” or inspirational message.  Ours read–

“Wherever you go, be fully there.”

And, if you listen closely, you might even hear a bat flutter by.

***

Enjoy these few minutes of the bat emergence from Bracken Cave.

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!

NOM 199 Will Bring the Tequila & Mezcal Apocalypse

[This editorial (with my comments) is inspired by the following video on the dastardly NOM 199 currently in review in Mexico.  Please, take a few moments to view this easy-to-follow video, then, feel free to share it among your friends, family, colleagues and cohorts.

Afterwards, go here to sign the petition and unifying statement against NOM 199.]

¿Qué es la NOM199? / What is NOM199 from pedro jimenez gurria on Vimeo.

First, a Little History

In 2012, a Mexican legislation called NOM 186 was launched that would regulate any agave spirit.  It would have deprived many rights to small traditional and artisanal mezcal producers outside the Denomination of Origin of Tequila and Mezcal.

All other agave spirits would have been erroneously called “AGUA ARDIENTE de AGAVECEA.”

It would have also trademarked the word “AGAVE” to the Tequila Industry.

This would be like trying to trademark the word “grape.”

Imagine small winemakers not being able to say that their wine was made from grapes because they didn’t own the trademark, “grape?”

Dumb, huh?

Both these measures were driven by the Tequila Industry and the Mexican Ministry of Economy, among other institutions.

Through the efforts of those in the academic fields, hospitality (bars and restaurants), interested WORLD citizens with large social media followings, and those concerned about the fair regulation of what we eat and drink, this NOM was soundly defeated.

NOM 199: The Zombie of NOM 186!

Now, there’s a new initiative that’s designed to revive those previously rejected proposals.

It has been signed and endorsed by the Tequila Industry, the Regulatory Board of Mezcal, and other transnational corporations—and you know who they are!

This time, they aim to misinform you the consumer, about what you are drinking by renaming agave spirits outside of the Denomination of Origins of Tequila and Mezcal as “KOMIL.”

Ever hear of the term komil?

Me, neither.

Nobody has.

There are no cultural records or documents anywhere in Mexico that refer to an agave distillate by the term komil—

None.

It is based on a Nahuatl word (KOMILI) meaning, “intoxicant [inebriating] drink.”

If one of NOM 199’s very own passages is correct:

“The information printed on the labels of the bottles must be truthful and not induce confusion in the consumer as to the nature and characteristics of the product,” then…

They’re doing it all wrong.

If these distillates are forced to be labeled KOMIL and forbidden to use the word AGAVE, it will be more ambiguous and confusing to the consumer and he/she won’t be as informed as to what the drink is made from.

Komil could literally be eggnog like rompope, a tequila or mixto tequila, or any drink that intoxicates.

Currently, any mezcal outside of the Denomination of Origin cannot be termed Mezcal.  Instead it is referred to as “destilado de agave” (agave distillate) or “aguardiente de agave” (agave firewater).

That is already a huge commercial disadvantage.

If this legislation passes and becomes law, these spirits would be forced to label themselves as KOMILES [plural of KOMIL].

This would not only increase unfair competition and confuse the consumer, but would also deprive the basic human rights of those who preserve the tradition of making these distillates by calling them by their actual true name.

This proposed legislation is a cultural and labor dispossession, and an arbitrarily imposed term.

It is designed to wipe out or erase the cultural, historical and familial stories inherent in each beautiful and distinctive agave spirit.

 Consider it a form of genocide.

fb 199Imagine not ever being able to tell the story behind your grandmother’s favorite recipe for cookies or apple pie even though it’s been in your family for generations?

We agree that all alcoholic beverages need some sort of regulation because there are those unscrupulous producers whose beverages deceive and defraud consumers and threaten their health.

This is precisely why we demand consistent, detailed, inclusive, normas (laws) with not only an economic basis in mind, but with academic and bio-cultural, as well.

The spirit that each of these small producers make are derived by distilling AGAVE.

There’s no reason to lie and call it KOMIL.

Let’s call it what it is.

Stay informed and protect what’s yours—The National Heritage. #sellamamezcal  #NoKomil

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!

Bats Are Dying!

1016151502aDuring Tequila Aficionado Media’s historic Dia de los Muertos Tequila Tour, Lisa Pietsch and I paid a visit to Carlsbad Caverns, New Mexico.  Before exploring the awesome depths of the caves and the formation of stalactites and stalagmites, we were also met with this alarming notice.

Even though it’s the Mexican freetail bats that are suffering man’s encroachment onto their turf, all bats are going through a hard time, including the “tequila bat.”

1016151441

Vicious Circle

The industrialization of the tequila making process, and to a certain extent some mezcals,  has made the preservation of the agave (blue, espadin, etc.) vital to the longevity of these industries and to the survival of the people who rely upon them for their existence.

It’s no secret that the weber blue agave is susceptible to diseases now that it is not allowed to bloom a quiote or stem for pollination by the lesser long-nosed bats.

By not letting the agave run the length of its lifespan, it is also upsetting the eco-system and natural migratory patterns of bats that rely on the agave for sustenance.

The agave gene pool has been tampered with by the explosive growth of the 1016151541tequila and mezcal industries.

The plant’s natural defenses against diseases and pests are compromised.  This means that pesticides are required to defend the valuable agave crops against diseases and pests.

In turn, the pesticides are hazardous to the health of harvesters, bats, bees and birds alike.  Not to mention the eventual pollution to the soil, ground water and water supplies.

It’s a vicious circle that agave growers can remedy by simply letting a portion of their agave crops grow naturally.

What Can Consumers Do?

Look for certified organic tequilas, mezcals, or sotols for starters.  These must follow certain protocols which prohibit the use of pesticides in order to earn the USDA seal.

1016151438aIn addition, though considered a marketing buzz phrase, look for agave spirits that are produced with agave or sotol that has been “wild harvested.”  Chances are, none of them are using pesticides.

Secondly, seek agave spirits brands that claim to be “bat friendly.”

According to Angelica Menchaca Rodriguez, whose PhD studies are concerning this very subject, look for mezcal made with maguey papalote (agave cupreata) since “…this species cannot reproduce without the intervention of bats and can be found mainly in the state of Guerrero.”

The Tequila Interchange Project is working with Rodrigo Medellin–the Batmanbatfriendly of Mexico–in the pilot stages of a massive Bat Friendly Tequila & Mezcal Recognition Program that will likely include some beloved brands of tequilas and mezcals.

In the meantime, be kind to bats.  Build bat houses for them to roost in as suggested by the Bat World Sanctuary.

The bat you save could be your best sipping buddy.

 

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!

Diddy Disses Tequila’s Jimadores….

What’s Wrong With This Picture?

Diddy looking conspicuously out of his element.
Diddy looking conspicuously out of his element.

By now, many of you may have already seen both of these distasteful photos on Diddy’s Instagram account for his new venture with Diageo and DeLeón tequila that began in early 2014.

Dressed in his trademark dark suit, Diddy attempts to sacrifice a blue agave piña while at the same time asking for a moment of silence for “Mr. Pat Ron,” a thinly veiled dig against beverage behemoth, Patrón.

Those in the Tequila Community who make their living day after day selling,

Note the look of disdain on the jimador's face.
Note the look of disdain on the jimador’s face.

serving and producing tequila, as well as growing and harvesting agave, have been outraged at the clownish way in which Diddy and Diageo have disrespected and belittled the value of one of the last major pillars left in Tequila Culture–the jimador (agave harvester).

The Plight of the Jimador

In an age where modern technology and cost saving methods like the diffuser have been introduced in the Tequila Industry to replace everything from donkeys to bottlers to label applicators, the one skill that it has not yet been able to replace entirely is the hard labor of the jimador.

Jimador, courtesy of Tequila G4.
Jimador, courtesy of Tequila G4.

Those who have seen these men in action, and those of us who have tried to hack off the pencas (leaves) from a blue agave piña using a razor sharp coa, know that it’s not as easy as it looks.

The following video is courtesy of the Tequila Interchange Project, a non-profit organization and consumer advocacy group for agave distilled spirits made up of key influencers such as bartenders, consultants, teachers, researchers, consumers and tequila aficionados.  It illustrates just how arduous this work is, and the dangers these men face each day for minimal pay.

For Diddy to be allowed to be photographed attempting a jima wearing a suit and spotless shoes was unconscionable.  It makes light of the skill and experience of these journeymen laborers, as well their hardships, in a deplorable and condescending way.

Diddy Commits Commercial Suicide with DeLeón Tequila

If it’s true that Diddy knows what liquor Millennials want to drink as he states in this November 2014 article in Fortune, and wants to “disrupt how [liquor advertising] has been done,” he has already failed miserably.

Claiming that his image won’t be used for DeLeón like it has been attached to his

Jimador lifting piñas.  Courtesy of Tequila G4.
Jimador lifting piñas. Courtesy of Tequila G4.

Ciroc vodka ads (his first successful partnership with Diageo), then he should stick to his word.

The Distilled Spirits Council of the United States (DISCUS), the national trade association for America’s top distillers, and of which Diageo is a long time member, has strict guidelines when it comes to responsible digital marketing communications.

It is obvious that Sean Combs believes he is above adhering to these regulations, and in the process, managed to insult an entire country.

How Diddy Should’ve Done It

Jimador at work.  Courtesy of the Consejo Regulador del Tequila.
Jimador at work. Courtesy of the Consejo Regulador del Tequila.

The self-proclaimed tastemaker has proven to be very successful in everything he touches.  From music and clothing, to spirits and even reality TV, Diddy has left his indelible mark with sophistication and style.  So, when he hooked up with Diageo once more for DeLeón tequila, we expected more from him.

We expected this $700 million dollar mogul to immerse himself in Tequila Culture.  To get to know the process and the people of the new spirit he was embracing, and to bring a fresh look to an otherwise unremarkable brand like DeLeón.

We expected he would slap on some Sean John boots and venture out into the

Sean John Kingswood Moc boot.
Sean John Kingswood Moc boot.

agave fields to absorb its magic.  Who knows?  Maybe he would become inspired to design a whole new line of menswear made from agave fibers that would appeal to all ethnicities, just as he desires to do with DeLeón’s advertising.

How’s that for doubling your ROI and gaining street cred?

We’re NOT Laughing With You

Instead, we get this…

"So, if I wanna be number one, there has to be a number two."
“So, if I wanna be number one, there has to be a number two.”

Perhaps, we expected too much?

[In 2010 there were 6 other brands besides Ciroc that the San Francisco World Spirits Competition bestowed double gold medals to in the vodka category.]

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!

David Suro’s Amazing Tequila 101

little rock, food, podcast, videoSpecial thanks to www.lrfoodcast.com for providing such a great video of David Suro’s presentation and staff training on tequila at Local Lime in Arkansas.  This is one of the best Tequila 101s we’ve seen yet! 

A brilliant businessman, Suro-Piñero has made it his life’s mission to preserve and promote the tequila industry, a surprisingly complex industry that is in danger of losing so much of its heritage. In this presentation, Suro-Piñero details the process of tequila-making, from planting agave plants to the final distillation and aging. He also talks about the challenges facing the tequila industry and what needs to change to keep tequila from wasting away. ~ Little Rock Foodcast

Tequila 101

In this comprehensive video presentation, David Suro-Piñero, owner of Siembra Azul tequila, presents on the history and current state of the tequila industry at Local Lime restaurant in Little Rock, Arkansas.  We at Tequila Aficionado highly recommend this video to anyone who enjoys good tequila or wants to learn more about tequila.

Salud!

 

siembra_azulSiembra Azul Tequila

Siembra Azul (Blue Harvest) is a small-batch, artisanal, premium tequila made from 100% of the finest blue agave, grown and produced in the town of Arandas, in the Highlands of Jalisco, Mexico. It is a kosher and double distilled spirit of unparalleled quality.

Siembra Azul is the result of a meticulously monitored production process which is supervised by a carefully assembled team of expert tequila connoisseurs. Leading this team is David Suro-Piñera whose lifelong quest for the highest quality tequila propelled him to create Siembra Azul. Siembra Azul’s trademark, “The Future of Tradition,” is Suro-Piñera’s mission. He travels throughout the U.S. and Europe conducting seminars on the history, traditions, terroir distinctions and varying flavor profiles of tequila for consumers as well as the spirits and hospitality industries. His intent is to create transparency in tequila production and educate the drinking community about tequila so it can finally be accepted as one of the most complex spirits in the world.

Siembra Azul’s portfolio includes a fruity Blanco, a flavorful Reposado, a complex Añejo and profound Extra Añejos.

Find out more about the Siembra Azul Tequilas online here.

 

The Tequila Interchange Project

tequila interchange project, read tequila label, how toThe Tequila Interchange Project (TIP) is a non-profit organization and consumer advocacy group for agave distilled spirits comprised of bartenders, consultants, educators, researchers, consumers and tequila enthusiasts. Our organization advocates the preservation of sustainable, traditional and quality practices in the industries of agave distilled spirits. In light of concerning trends that are currently becoming mainstays in the production of agave distillates, TIP seeks to place a renewed emphasis on the importance of preserving the great heritage of agave distillation in Mexico.

Find out more about the Tequila Interchange Project online here.

 

Local Lime Restaurant

local lime, little rock, arkansas, david suro, siembra azulWelcome to Local Lime. Join us for flavor-packed dishes inspired by  Mexican street fare, Latin American flavors with a hint of  Tex-Mex flare and delicious handcrafted cocktails made with premium tequila, mezcal, and juices. Each menu item served at Local Lime is crafted by our chefs, from scratch, using original recipes and prepared with premium ingredients (sourced locally whenever possible).  Every cocktail at Local Lime is hand crafted with just-squeezed juices, house-made syrups, and premium tequilas and liquors. Whether you’re enjoying a bit of sunshine and a few street-style tacos on our year-round patio, enjoying a night with friends and frozen margaritas in our oversized booths or seated in the middle of the mezmorizing cocktail crafting experience at our bar while dining on a sizzling plate of Pescado Vera Cruz, every seat at Local Lime is great seat – and yours is waiting.

Find out more about Local Lime Restaurant online here.

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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!

Women In The Tequila Industry: Cecilia Norman by M.A. “Mike” Morales

We continue our series of Women In The Tequila Industry with Cecilia Norman, Communication Manager for the Tequila Interchange Project, a non-profit organization and consumer advocacy group for tequila.

We asked Ceci and other prominent women leading the charge for change in the Tequila Industry and beyond a short list of questions.  As you’ll read, it hasn’t been all margaritas and roses for any of these tequila boss ladies.

TIP is comprised of bartenders, consultants, educators, academics, consumers and tequila enthusiasts. It advocates the preservation of sustainable, traditional, and quality practices in the tequila industry amid concerning trends currently becoming mainstays in the industry. Through their efforts and increased consumer education, they strive for continued growth in the tequila industry with a renewed emphasis on the importance of preserving tequila’s great heritage.

***

TA:  What are the challenges you face when dealing with the male dominated Tequila Industry?

CN:  It’s like any male dominated industry, you face preconceived notions of what a woman’s role is in society or the industry.

Personally, I’ve never paid much attention to any of it.  If I want to do something I make it happen.  It doesn’t matter if it’s the spirits, film, tequila, robotics, rocket science or pink elephant hunting.  It all comes down to personal effort and the pursuit for good attainable goals.  If I spent any time thinking about other people standing in the way, I wouldn’t do anything.  Instead, I think of what’s best for everyone and myself, then put my mind to getting it done.

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

CN:  I want to see it become a diverse, fair industry that makes a lot of money for everyone involved and focuses on plant health, worker health, and becoming something that is sustainable for thousands of years. TA:  Do you approve of its brands current marketing strategies?

I believe in brands that market transparently and honestly… and silliness.  Give me all your data, processes, and let me decide if I want to drink your product.  If I don’t, let’s have a conversation about it.

TA:  How would you run things? What would you like to see change?

CN:  I would run things where everything grows.  Of course some brands will do better than others, some will remain local, and some will fail entirely… but developing business to look out for what’s best for everyone will help the industry.  There are too many nuances to keep just dollar signs the main focus.

 
 
Follow Cecilia Norman on Facebook and Twitter @cecinorman.
Follow the Tequila Interchange Project on Facebook, and Twitter @ThinkTequila.
 

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