The Tasting Panel magazine

Sept 09

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F ew tequilas can claim to have as strong a link with tradition as Hacienda Vieja. The Bañuelos family, the originators of Cazadores tequila, have created another clas- sic with Hacienda Vieja. The family's involvement in agave farming and tequila production in the Highlands of Jalisco dates back nearly a century. Ca- zadores, based on an old family recipe and first brought to market in 1973, went on to become the best-selling premium tequila in Mexico. The Bañuelos family sold the Cazadores brand in 2002, but they kept their tequila-making secrets, dedicating their passion and expertise to a new tequila: Hacienda Vieja. Importer Jay Stoller began bring- ing Hacienda Vieja to the U.S. in 2005. "It's amazing how this brand has flourished," notes Stoller, who sees parallels, performance-wise, between Hacienda Vieja and Caza- dores, which he also handled. The brand is currently available in 23 states, with especially strong performance in California and Illinois. "California is really com- ing on," says Stoller; "sales are double what they were a year ago." A good portion of the buzz is coming from the Hispanic community. "This is a blue-chip tequila, one that's very respected in Mexico," notes Stoller. "We have some mercados [markets] in Chicago with 50 cases of Hacienda Vieja on the floor." Stoller reports that at the Sam's Club store in Illinois that caters to the Hispanic community, Hacienda Vieja is the number-one-selling spirit item in the store, and that Costco in Illinois has doubled its same- store sales over the past year. Not only is Hacienda Vieja made in the same distillery where Cazadores was once made, but nearly 80 percent of the original workforce—in- cluding the Master Distiller—has returned to work with the Bañuelos family. "From day one, we have all believed in Hacienda Vieja," says Stoller, "and we have never been more con- fident about the future of any brand. We are proud to be working again with the Bañuelos family, for whom we have always have had great admiration and respect." Double-distilled Hacienda Vieja comes only in one expression, a reposado with a suggested retail price of $19.99 for the 750 ml. bottle; liter bottles are also available. For the Bañuelos family, passion and tradition have paid off: Hacienda Vieja Reposado was honored as Best White Spirit (Established Brands) at the 2009 Wine and Spirits Competition at WSWA. Hacienda Vieja is imported by Marsalle Company; www.marsalle.com. Tequila Hacienda Vieja embodies decades of passion and experience More Than a Tequila— A Tradition Cantarito Cocktail The Cantarito harkens back to the fresh fruit and fruit juices served in traditional earthenware mugs called cantaritos, which family and friends often enjoy at the Bañuelos hacienda. 1½ oz. Hacienda Vieja Reposado tequila ½ oz. each of orange, lemon, grapefruit and lime juice Slices of the same fruits Squirt or other grapefruit soda Ice as needed Fill a tall Collins glass with ice and add the tequila and fruit juices. Top with grapefruit soda and garnish with fruit slices. september 2009 / the tasting panel / 45

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