Issue link: http://digital.copcomm.com/i/116044
TEQUILA No-Gimmick Tequila: Don Benito Tequila J ust 700 feet below the Don Benito Distillery sits clean, crisp and unfettered spring water. Based in the Highlands of Jalisco, Mexico, three generations have tapped into this pure water source to make tequila. "Our water sets us apart," says Todd Leyva, the brand's importer. "We never use distilled water, ours is always 100 percent spring water." But of course, tequila is more than just water. Don Benito grows its own Weber Blue agave, nourished in volcanic soil's rich minerals. Once harvested, the typically eight- to 10-year-old agave plants are cooked in traditional brick ovens for 72 hours. That's how the Don Benito process has gone for 80 years. Nowadays, after triple distillation, they're aging tequila in used American whiskey barrels. The Reposado ages about six months, and Añejo sits with the charred barrel for about a year to create great sipping tequila. "Nice and smoky like you want your Añejo," Leyva says. When shopping for tequilas to import, Leyva says Don Benito's quality stands out. "It's the best-tasting tequila we've had," he says. Meanwhile, the tequila market is poised for growth. In the middle of a renaissance, the category is finally breaking away from the consumer-kicking-back-shots mentality. Where is Don Benito in the mix? Leyva is not shy about his goals: He wants Don Benito to be a household name. And he thinks consumers are ready. "Tequila is such a unique alcohol, because it takes time and effort to make it," Leyva says. "These plants take anywhere from eight to 10 years to mature. Especially in the economy we are in now, the consumer is looking for quality over substance and gimmick." Estate-only spring water, estategrown agave and 80 years of family heritage. Yeah, there's no gimmick here. Just a Don Benito kind of story with damn good tequila. 24