The Tasting Panel magazine

April 2011

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BRAND SPOTLIGHT The Call of Choice W Mike Moreno of Moreno’s Liquors in Chicago boasts big sales of Jose Cuervo tequila: “Jose Cuervo is a staple in my store; without it, it couldn’t properly be called a liquor store. Cuervo has always been an anchor for the discriminating tequila clientele; this iconic brand is known for smoothness that’s unparalleled.” WHETHER WE’RE IN MIAMI, CHICAGO, SAN FRANCISCO OR POINTS IN-BETWEEN, THE GATE-KEEPERS KNOW WHAT’S SELLING ith an internationally- known and -loved name, a reputation for excel- lence and a product so good that it practically sells itself, it’s no wonder that the José Cuervo line of tequilas has set the standard for Mexico’s native spirit at bars and restaurants across the U.S. Although Cuervo’s influence is so strong that it’s got a built-in consumer base nationwide, two of the brand’s offerings—Jose Cuervo Platino and Jose Cuervo Reserva de la Familia—have been hitting especially high notes with super- premium cocktails at super-premium accounts in some of the most influential markets in the country. THE TASTING PANEL recently met with four industry leaders who told us why Cuervo is the (tequila) talk of their towns. MIAMI: Cuervo Brings the Heat T he historic Fontainebleau Hotel has had more celebrities come through its doors than many of Hollywood’s current hotspots, with the likes of Elvis, Lucille Ball, Bob Hope and Marlene Dietrich all sidling up to the bar for a cocktail during its heyday as a meeting place for the stars in the 1950s and ’60s. But these days, the Fontainebleau brings a whole different kind of celebrity heat to its Bleau Bar, where handcrafted cocktails set the spotlight on superstar spirits, and the Cuervo brands have stepped center stage. With over 40 tequilas to choose from, the hotel’s Beverage Manager, David Mokha highlights Cuervo Platino in the aptly-named Platino Punch, a cocktail designed to showcase Platino’s subtle notes of vanilla, white pepper and clove. “I really like the Cuervo Platino,” says Mokha, “because when mixing it with fresh fruits and spices, it stays very balanced and is well-integrated into cocktails in a clean style.” But in Miami, and nationwide, the public’s love affair with tequila means there’s a need for products that are as sippable as they are mixable. “The Reserva de la Familia is a really, really great sipping tequila,” notes Mokha. —Rachel Burkons 92 / the tasting panel / april 201 1 Fontainebleau’s David Mokha and his popular Platino Punch. PHOTO: TOM CLARK PHOTO: LEIGH CASTELLI

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