Issue link: http://digital.copcomm.com/i/17414
SIDEBAR A splash of vibrant green Agwa de Bolivia spices up any standard Martini. once they get over the hump, introducing the brand at the point of purchase on a hand-to-hand and word-of-mouth basis is simple.” Wilson also knows that Agwa’s success is deter- mined by the consumer: “You might give birth to a brand, but the second you put it out there, it becomes the property of the consumer. We’re just the stewards, really.” In the hands—and the eyes—of consumers, Agwa has blos- somed into an exotically enticing product rife with mystique that channels the spirit and history of South America, com- bined with European appeal. Agwa’s coca leaves are picked at 2,000 meters above sea level, deep in the Bolivian jungle, and are then transported via armed guard to Amsterdam, where the leaves are macerated and pot-distilled before the flavor is rounded out with 36 other herbs and botanicals, including ginseng, yerba mate and guarana. From there, the pure spirit is reduced to a mild 30% abv and shipped out to 35 states that are falling in love with Agwa and its signature Bolivian Kiss shot. “The Bolivian Kiss is essential to understanding what’s spe- cial about Agwa,” chimes in Brand Director Chuck Giometti. “It’s all about the ritual; first the lime, then the shot of Agwa,” he says. But this isn’t any old shot: The lime changes the pH of the mouth, activating alkaloids in the coca leaf that release a gentle, natural high. “It gives you a little buzz that you don’t get with other shots. It’s got a specific buzz to it that most people describe as an elevated feeling, and the 30% alcohol content brings you up slowly.” But Agwa’s certainly no one-trick Bolivian pony, and mixologists across the country are discovering that its subtle sweetness and melon fruit herbaceousness make it an ideal swap in nearly any classic cocktail. “From Bloody Marys to Mojitos and Cocaritas and Amsterdam Martinis, the list of cocktails goes on and on,” says Giometti. Swap-ability aside, Agwa’s also all about your—the industry professional’s—bot- tom line. “It’s about a sophisticated, upscale product that provides margin for the trade,” notes Wilson. “Swap out triple sec in a Margarita and you’ll be able to upcharge the consumer, and he’s happy to be upcharged because there’s a real reason for it.” The reason, of course, is the coca leaf—nature’s tiny gift that’s finally ready to reclaim its spot in the sun after a century of misrepresentation thanks to Agwa de Bolivia. Warmoesstraat 2 Amsterdam 1012 JE The Netherlands The Coca Experience Ensconced in a former house of ill repute in Amsterdam, the Coca Leaf Experience is the city’s first and only coca leaf museum, celebrating the plant’s rich history and chronicling the leaf’s ancient rituals, the Bolivian way of life and the plant’s nutritional and health benefits, as well as its misuse through the illegal manufacture of cocaine. Of course, Agwa de Bolivia is displayed prominently as well, and visitors from all over the world have flocked here to taste this vibrant quaff and fall in love with this daring brand. HBO’s hit show Entourage features Avión tequila prominently (see page 60), and Agwa’s getting in on this star action with the Entourage Margarita by mixolo- gist Juan Alvarez, General Manager of King Neptune’s in Sunset Beach, CA. 1½ oz. Avión tequila 1½ oz. Agwa de Bolivia 2 oz. fresh sour mix ½ oz. agave nectar Shake and serve on the rocks. Garnish with lime wheel. october 2010 / the tasting panel / COURTESY OF AGWA DE BOLIVIA