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TEQUILA
and the cocktailsthat made it famous
with Elayne Werns
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The Tommy Margarita
2 oz. Don Julio Blanco
1 oz. Fresh lime juice
1 oz. Agave Nectar
Garnish with a lime wedge
Served over ice in a rocks glass
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TequilaTEQUILA¶S HISTORY
History of Tequila
� The Margarita� La Paloma
Creation of Tequila� Sangrita
Tequila vs Mezcal� Smoke and Ginger
Tasting:� Don Julio Blanco
� Jose Cuervo Platino
� Excellia Reposado
� Seite Leguas Anejo
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Gift from the Gods
� STORY OF MAYAHUEL
Tzintzimitl
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Gift from the Gods
Quetzalcoatl
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Gift from the Gods
Mayahuel
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Mayahuel Bar
Mayahuel 304 E, 6TH Street(between 2nd Ave & 1st Ave)NEW YORK, NY 10003(212) 253-5888www.mayahuelny.com
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Agave
All a man or woman ever needs
± Needle and Thread
± A roof ± Timber
± Nutrients
««««««««««
± Tequila± Sex
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Pulque
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HISTORY OF TEQUILA
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The Spanish Have Arivved
� 1515 The Spaniards arrive in Mexico
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The Spanish Have Arivved
� 1515 The Spaniards arrive in Mexico
� 1523 they introduce the pot still tonatives
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The Spanish Have Arivved
� 1515 The Spaniards arrive in Mexico
� 1523 they introduce the pot still tonatives
� Vino De Mezcal is created
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Arrival of the Spaniards
� 1532 Spaniards go north to Jalisco herethey discover the Tiquili Indians
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Arrival of the Spaniards
� 1532 Spaniards go north to Jalisco herethey discover the Tiquili Indians
� Blue agave plant is discovered
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Arrival of the Spaniards
� 1532 Spaniards go north to Jalisco herethey discover the Tiquili Indians
� Blue agave plant is discovered
� 1500¶s Mezcal starts to gain popularity
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Arrival of the Spaniards
� 1532 Spaniards go north to Jalisco herethey discover the Tiquili Indians
� Blue agave plant is discovered
� 1500¶s Mezcal starts to gain popularity
� 1636 the Gov imposed taxes and rulesand regulations on the manufacturing of the mezcal
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Jose Cuervo
� 1758 the government grants the Cuervofamily a parcel of land in Jalisco
� 1795 King Ferdinand grants the firstlicense to the Cuervo family to distill
Mezcal
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The Tequila Journey
� 1800- Tequila is aged in wood for the first time-
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The Tequila Journey
� 1800- Tequila is aged in wood for the first time-
� 1873 Tequila is first shipped to El PaseoTexas
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The Tequila Journey
� 1800- Tequila is aged in wood for the first time-
� 1873 Tequila is first shipped to El PaseoTexas
� 1880- Rapid growth of the No.American railroad system helps spreadTequila to other cities
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The Tequila Journey
� 1800- Tequila is aged in wood for the first time-
� 1873 Tequila is first shipped to El PaseoTexas
� 1880- Rapid growth of the No.American railroad system helps spreadTequila to other cities
� 1900 Mexican President Porfirio Diaz helped the tequila business bypushing for modernization in the country.
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The Tequila Journey
� 1800- Tequila is aged in wood for the first time-
� 1873 Tequila is first shipped to El PaseoTexas
� 1880- Rapid growth of the No.American railroad system helps spreadTequila to other cities
� 1900 Mexican President Porfirio Diaz helped the tequila business bypushing for modernization in the country.
� Upgrades were made to the industry and better tequila was made
� 1902 ±Blue agave name was changed to Agave tequila Weber azulto honor the German Botanist Dr. Franz Weber
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The Tequila Journey
� In 1910, El Centennariowas established- the firstdistillery in the highlands
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The Tequila Journey
� In 1910, El Centennariowas established- the firstdistillery in the highlands
� 1910 Mexican revolution-
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The Tequila Journey
� In 1910, El Centennariowas established- the firstdistillery in the highlands
� 1910 Mexican revolution-
� 1918: The Spanish fluepidemic spreads acrossthe world
� The Tequila Shot was born
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Prohibition
� Another good reasonnot to piss off awoman
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The Tequila Journey
± 1930-1960 Agave Shortage
� Mixtos were born to help keep up thesupply
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The Café Royal Cocktail Book
� 1937 the Café RoyalCocktail Book is publish
� Contains 2 drinks thatare very similar to theMargarita
± Picador and Toreador
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Tequila Cocktails in Print
Picador
1/2 Tequila1/4 Cointreau
1/4 Lime Juice
Toreador 1/2 Tequila
1/4 Apricot Brandy
1/4 Lime Juice
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Tequila Daisy
The Kansas City Star, 15th January 1936
"The undertaker tells a joke about St.Anthony between sips of a tequila daisy."
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Tequila Daisy
The Kansas City Star, 15th January 1936.
"The undertaker tells a joke about St.Anthony between sips of a tequila daisy."
.
The Syracuse Herald, 19th August 1936
Syracuse's Newest and Refreshing DrinkTEQUILA DAISY"
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Tequila Daisy
The Kansas City Star, 15th January 1936.
"The undertaker tells a joke about St.Anthony between sips of a tequila daisy."
.
The Syracuse Herald, 19th August 1936
Syracuse's Newest and Refreshing DrinkTEQUILA DAISY"
Albuquerque Journal, 19th July 1939
"Banned also was the sale of hard liquor andmixed drinks in cafes, where only beer andwine may now be obtained in lieu of theubiquitous tequila daisy..."
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Tequila Daisy
� In the 1939 book, Saber-toothCurriculum, the protagonist is frequentlydepicted as consuming tequila daisies;
� Within the pages themselves thecocktail is mentioned 5 Times but withno mention of the recipe.
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Margarita Legends
� 1930s - Agua Caliente Racetrack in Tijuana andBertita's bar in Tasca, Mexico
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Margarita Legends
� 1930s - Agua Caliente Racetrack in
Tijuana and Bertita's bar in Tasca,
Mexico
� 1935 - "Willie," the bartender at Las
Don Repulicas in Matamoros, Mexico
created the drink for Marguerite.
� 1936 - Danny Negrete at the bar of
the Hotel Garci-Crespo in Puebla,
Mexico
�
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Margarita Legends
� 1936-37 - Johnny Durlesser, head barman atMcHenry¶s Tail o¶ the Cock Restaurant.
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Margarita Legends
� 1936-37 - Johnny Durlesser, head barman atMcHenry¶s Tail o¶ the Cock Restaurant.
� 1940s - Enrique Bastate Gutierrez claimed tohave invented the margarita in honor of RitaHayworth
� 1940: WW2 shortage of European goods
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Margarita Legends
� 1936-37 - Johnny Durlesser, head barman atMcHenry¶s Tail o¶ the Cock Restaurant.
� 1940s - Enrique Bastate Gutierrez claimed tohave invented the margarita in honor of RitaHayworth
� 1942, July 4th - Francisco "Pancho" Morales atTommy's Place in Juarez, Mexico.
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Margarita Legends
� 1947-48 - Carlos "Danny" Herrera,owner of Rancho La Gloria- MarjorieKing
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Margarita Legends
� 1947-48 - Carlos "Danny" Herrera,owner of Rancho La Gloria- MarjorieKing
� 1947 - Al Hernandez and MorrisLocke, La Plaza Restaurant in LaJolla, California.
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Margarita Legends
� 1947-48 - Carlos "Danny" Herrera,owner of Rancho La Gloria- MarjorieKing
� 1947 - Al Hernandez and MorrisLocke, La Plaza Restaurant in LaJolla, California.
� 1949 Dona Bertha owned a popular cantina in Mexico created ³TheBertha
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Margarita Legends
Esquire Magazine: December 1953 issue
± Margarita Cocktail is mentioned as the³Drink of the Month´
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Margarita Legends
Esquire Magazine: December 1953 issue
± Margarita Cocktail is mentioned as the³Drink of the Month´
"She's from Mexico, Senores, and her nameis the Margarita Cocktail--and she is
lovely to look at, exciting and provocative."
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Margarita Legends
Esquire Magazine: December 1953 issue
± Margarita Cocktail is mentioned as the³Drink of the Month´
"She's from Mexico, Senores, and her nameis the Margarita Cocktail--and she is
lovely to look at, exciting and provocative."
1 ounce tequila
Dash of Triple SecJuice of 1/2 lime or lemon
Pour over crushed ice, stir. Rub the rim of astem glass with rind of lemon or
lime, spin in salt--pour, and sip."
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The Tequila Journey
± 1968: Olympic Games in Mexicobring international exposure toTequila
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Chinaco
1983 The first ultra premium on theshelves
The market for upscale tequila in NorthAmerican is established
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Agave Shortage
1989 Patron tequila is launched in the USA
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Agave Shortage
1989 Patron tequila is launched in the USA
1993 The first tequila bars are opened
�
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Agave Shortage
1989 Patron tequila is launched in the USA
1993 The first tequila bars are opened
1994- Cheap knock offs are eliminated from the marketplace. Brandsreturn to making 100% blue agave.
�
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Agave Shortage
1989 Patron tequila is launched in the USA
1993 The first tequila bars are opened
1994- Cheap knock offs are eliminated from the marketplace. Brandsreturn to making 100% blue agave.
1996: Tequila is recognized by the world as the official spirit of Mexico
�
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Agave Shortage
1989 Patron tequila is launched in the USA
1993 The first tequila bars are opened
1994- Cheap knock offs are eliminated from the marketplace. Brandsreturn to making 100% blue agave.
1996: Tequila is recognized by the world as the official spirit of Mexico
1999 Agave shortage: Agave price jumped from $50 a ton in 1999 to
$1,500 a ton in 2001
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Agave Shortage
1989 Patron tequila is launched in the USA
1993 The first tequila bars are opened
1994- Cheap knock offs are eliminated from the marketplace.Brands return to making 100% blue agave.
1996: Tequila is recognized by the world as the official spirit of Mexico
1999 Agave shortage: Agave price jumped from $50 a ton in 1999to $1,500 a ton in 2001
± 2001: Tequila prices hit an all time high
2006: Agave excess- price $25 per ton
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Today they are 110 producersof Tequila and over
1,000 brands
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La Paloma
La Paloma
2 oz. reposado tequila
1 oz. simple syrup
.5 oz. lime juice
1.5 oz. fresh pink grapefruit juice
3 dashes of grapefruit bitters
Top with soda
Glass: highball rimmed with seasalt
Garnish: lime wedge and straw
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The Making of Tequila
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Lowlands vs HighlandsLowland Territory: southwest
of Guadalajara, it includesJalisco, Guanajuato, Nayarit,Michoacán
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Lowlands vs HighlandsLowland Territory: southwest
of Guadalajara, it includesJalisco, Guanajuato, Nayarit,Michoacán
Lowlands- Volcanic rich soilproduces more traditional
tasting agave plants that aremore herbaceous and spicier
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Lowlands vs HighlandsLowland Territory: southwest
of Guadalajara, it includesJalisco, Guanajuato, Nayarit,Michoacán
Lowlands- Volcanic rich soilproduces more traditional
tasting agave plants that aremore herbaceous and spicier
Brands: Cabo Wabo,CasaNoble, Don Eguardo,ElJimado, Herradura, Jose
Cuervo, Partida, Suaza,Tezon
Guanajuato: Corralejo
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Lowlands vs Highlands
Highland Territory: Arandes- Los Altos thehighlands of Jalisco
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Lowlands vs Highlands
Highland Territory: Arandes- Los Altos thehighlands of Jalisco
Agave: The red soil is rich in iron producingsweeter, juicer agaves.
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Lowlands vs Highlands
Highland Territory: Arandes- Los Altos thehighlands of Jalisco
Agave: The red soil is rich in iron producingsweeter, juicer agaves.
Brands: Cazadores, Corazon, Corzo, Don Julio,Gran Centenario, Milagro, Oro Azul, El Tesoro,Patron, Ocho
Costal Region: Tamalipas
Brand: Chinaco
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Agave-Step One Harvesting
Jimadors: Agave Harvesters
Mature Agave:
Cutting the leaves vs noncutting of the leaves
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Trimming the Agave
�The removal of the penca¶s are done
with a tool called a Coa.
�A Jimador will trim up to 100 agavesa day
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Harvesting the Agave
�Pinas- Spanish for pineapple
�Trimmed agaves weighfrom 60-120lbs
�Trimmed agaves areloaded on to a donkey whotransfers them to a truck
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STEP 2 ROASTING± Quality Control Check
� Good distilleries identify 5-10agaves at random, distill them andtest them to make sure they holdup their standards.
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STEP 2 ROASTING± Quality Control Check
� Good distilleries identify 5-10agaves at random, distill them andtest them to make sure they holdup their standards.
� Once approved Pinas are cut and
then packed in ovens which areheated to 140 degrees to steamthe pina¶s-
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STEP 2 ROASTING± Quality Control Check
� Good distilleries identify 5-10agaves at random, distill them andtest them to make sure they holdup their standards.
� Once approved Pinas are cut and
then packed in ovens which areheated to 140 degrees to steamthe pina¶s-
� Traditionalist used masonry ovensto slowly cook the agaves takes24-48hrs.
� New technology- Autoclave take7hrs.
� The steam causes the pina torelease it¶s honey water which iscollected
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AGAVE STEP 3-MILLING
� Milling: The remaining fibersare then placed in a mill where
the remaining juice is squeezeout of them.
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STEP 5-DISTILLATION
Distillation:
± copper pot stills
± 2x
± Head, Heart and Tails
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STEP 6-AGING
� Blanco: By law must bebottled within 59 days
� Reposado: By law must be
aged a minimum of 2mos to ayear
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STEP 6-AGING
� Blanco: By law must bebottled within 59 days
� Reposado: By law must be
aged a minimum of 2mos to ayear
� Anejo: By law must be aged aminimum of 12mos to 3years
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STEP 6-AGING
� Blanco: By law must bebottled within 59 days
� Reposado: By law must be
aged a minimum of 2mos to ayear
� Anejo: By law must be aged aminimum of 12mos to 3years
� Extra old Anejo: By law mustbe aged a minimum of 3yrsand above
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Tequila Styles
± Mixto- minimum of 51% blue agave plus other sugars
± 2nd Joven Tequila: Young tequila blended with older or sweetened with caramel for taste
± 3rd 100% Blue Agave Tequila- Aged Tequilas
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Don Julio
� Established in 1942
� Considered the Ultra Premiumtequila of Mexico
� Prize gift at weddings
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Don Julio
� Don Julio quality control
± Private Distillery
± Estate grown agave ±pickonly when fully mature
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Don Julio
± Agaves slowly roastedin adobe over for 24hrs
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Don Julio
± Agaves slowly roastedin adobe over for 24hrs
± Fermentation-
cultivated agave yeaststrain
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Don Julio
± Agaves slowly roastedin adobe over for 24hrs
± Fermentation-
cultivated agave yeaststrain
± Long fermentation of up to 72hrs
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Don Julio
± Agaves slowly roastedin adobe over for 24hrs
± Fermentation-
cultivated agave yeaststrain
± Long fermentation of up to 72hrs
± Double Distillation incopper stills
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Don Julio Blanco
Nose:� Wood-none� Spice- slight black pepper � Fruits-hints of citrus, lemon and lime
� Agave character- clean and bright agave notes,consistent with a well distilled highland agave
Taste:� Spice- touch of black pepper
� Fruits- Lemon/lime in the finish� Finish ± medium to short� Mouth feel ± Clean and dry
Don Julio Varietals
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Don Julio VarietalsBlanco
� Unaged
� Taste: lightly sweet with hints of citrus, with atouch of black pepper
Reposado ³rested´
� Aged 8months� The No. 1 Ultra Premium Reposado in Mexico� Taste: Smooth and light with hints of wood and
dark chocolate
Anejo
� Aged 18 months� Taste: clean and dry with citrus, honey, spice� Best served neat or in a rocks glass
1942
� Anejo ± aged between 2 ½ years to 3yrs� Distilled in small batches- only 3 barrels a day� Aging process monitored exclusively by the
master distiller � Taste: beautiful, long sweet agave with hints of
vanillaReal
� Extra-Anejo Tequila, aged 3.5-5yrs� Taste: Notes of Carmel, chocolate and coffee
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Jose Cuervo
� The distillery is centered in the town of
Tequila located in Jalisco the lowlands of Mexico
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Jose Cuervo
� The name of the distillery is La RoJena± It is stilled owned and operated by a
descendant of the Cuervo family
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Jose Cuervo
Agaves are roasted inautoclave ovens
Double distilled intraditional copper pot stills
Aged in used whisky
barrels
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Jose Cuervo
The Brands of Jose Cuervo± Mixto¶s:
� Silver � Gold� Black
± 100% Blue Agave Tequila:� Traditional� Platino� Reserve De Familia� New Release: 250th
Anniversary bottle
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Jose Cuervo Platino
Launched in September 2007
� Jose Cuervo Platino is handcrafted in individuallynumbered bottles and presented in a beautiful wooddisplay box.
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Jose Cuervo Platino
Launched in September 2007
� Jose Cuervo Platino is handcrafted in individuallynumbered bottles and presented in a beautiful wooddisplay box.
� Jose Cuervo Platino is made with hand-selected, estate
grown 100% blue agave using the most flavorful inner portion of the agave¶s piña, further enhancing its distinctagave taste.
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Jose Cuervo Platino
Launched in September 2007
� Jose Cuervo Platino is handcrafted in individuallynumbered bottles and presented in a beautiful wooddisplay box.
� Jose Cuervo Platino is made with hand-selected, estate
grown 100% blue agave using the most flavorful inner portion of the agave¶s piña, further enhancing its distinctagave taste.
� This 100% blue agave Tequila is made from a unique,proprietary method called
± ³Esencia de Agave´ ±
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J C Pl i
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Jose Cuervo Platino
Nose:� Wood-Slight vanilla nose� Spice- slight clove and anise� Fruits-Stone fruit like Apricot, and an orange note tropical fruit: passion fruit� Agave character- strong agave notes and an earthy mineral note; there is a mellow,
warm character in the nose consistent with the mature lowland agave.
Taste:� Spice- clove, white pepper and slight cinnamon notes� Fruits- orange in the finish� Other flavors-green avocado and green pepper, good acidity� Finish ± medium to short� Mouth feel ± soft, clean, with no unpleasant heat or bitterness
Conclusion:� ³This is product will show well in a blind tasting one on one with Patron Platinum« It
is an elegant product that shows very well«a crowd pleaser.´ ± Dale DeGroff
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EXCELLIA
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EXCELLIA
� Distillery is located in LaAltena distillery in Arandas
� They used 100% 12 year old agaves
EXCELLIA
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EXCELLIA
� Distillery is located in LaAltena distillery in Arandas
� They used 100% 12 year oldagaves
� Roasted in adobe ovens
EXCELLIA
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EXCELLIA
� Distillery is located in LaAltena distillery in Arandas
� They used 100% 12 year oldagaves
� Roasted in adobe ovens
� Traditional Tahonas
EXCELLIA
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EXCELLIA
� Fermented in wooden vatsfor 7 to 10 days
� Double distilled
EXCELLIA
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EXCELLIA
� The tequila is aged in
Grand Cru Sauterneswine cask from France,as well as those thatformerly held cognac.
EXCELLIA
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EXCELLIA
� Blanco: Only aged for a fewweeks in Cognac andSauternes cask
� Reposado: is a blend of both these cask, aged 8months
� Anejo: aged for 16 months
.
S it
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Sangrita
Sangrita = Little Blood
Origins date back to 1920¶s inGuadalajara.
originated from the leftover juices(mainly orange) of an equallypopular regional fruit salad ³Pico DeGallo´ covered with fine chili powder.
S it
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Sangrita
Pico De Gallo: consumed from alarge bowl during breakfast
the remaining juice was saved andpoured on a small and narrow claycup
precursor of the tequila shot glass.
Late 1990¶s its popularity began toexpand pass its borders
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Seite Leg as
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Seite Leguas
� Based in Atotonilco ElAlto, Jalisco since 1952
� Seite Leguas (7Leagues) The favoritehorse of General PanchoVilla
Seite Leguas
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Seite Leguas
� Agaves harvested attheir peak
� Tested for sugar levels
� Roasted slowly andcarefully monitored inadobe ovens
Seite Leguas
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Seite Leguas
� Old School Tahonasdriving by a mule
� Fermented in steel vats
� Distilled in Copper potstills
� Age in temperaturecontrolled warehouses
Seite Leguas
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Seite Leguas
� Blanco- un aged crispsilver tequila
� Reposado- aged 8months
� Anejo- Aged 24months, rich agaveflavors mingled withoak
� Extra Anejo: aged5yrs in new white oakbarrels
Smoke and Ginger
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Smoke and Ginger
Smoke and Ginger
1.5 OZ Blanco Tequila
.5 OZ Mezcal
.75 oz. Honey and ginger syrup
.75 OZ Fresh lime juice
Served over ice in a rocks glass
Oaxaca
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Oaxaca
Mezcal vs Tequila
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Mezcal vs Tequila
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