Issue link: http://digital.copcomm.com/i/29638
TEQUILA Judy Rivera, owner of 100% female-made Sino Tequila, is a savvy businesswoman whose hard work has helped put Sino on the tequila map. “It gave me incentive, doing it all by myself. I worked hard to get Sino into over 400 accounts, and as a result, Young’s [Market Company] was impressed,” she says of the brand’s California distributor. Sino: The Can-Do Tequila C WOMEN MAKE—AND MARKET—A NEW TEQUILA SENSATION WITH A LATINO VIBE by Rachel Burkons / photos by Estevan Oriol lose your eyes and imagine what premium tequila produc- tion looks like in the Highlands of Jalisco. You’ll likely imagine dusty fields of blue agave being harvested, their giant piñas hacked to bits, then cooked in ovens, fermented and distilled—all by the labor of hulking, sweaty men. That traditional image is almost right when it comes to Sino tequila: There’s the blue agave and the diligently roasted piñas, but this time, the tequila is 100% produced by women. Dave Whitton, owner of Villian’s Tavern in Los Angeles, serves the Inigo Montoya, named after the famed archenemy in and made with Sino tequila. “The fact that Sino is female-owned and -made makes us very different,” admits Sino owner Judy Rivera as she poses on the hood of a 1947 Chevy Fleetline holding a bottle of Sino Reposado. But what’s in the bottle stands out in terms of quality—even without the benefit of a classic car. The Sino Silver tequila is mixable and vibrant with kiwi, cucumber and ripe melon, and the Reposado, which spends four months in oak, is subtle with lovely notes of brown sugar. Rivera is a savvy businesswoman who has taken this just over one-year- old brand to more than 400 accounts and has secured California distribution with Young’s Market Company, virtu- 46 / the tasting panel / april 201 1 ally on her own. Although the tequila is so good that it practically sells itself, the Sino story is unique: In addition to the female-owned and -operated angle, Sino taps into a vibrant Latino arts community that melds revered Mexican tradición with modern street smarts—putting Sino in the unique position of relating directly to its target consumers, especially in accounts that reflect the brand’s creative mentality. Sino is a favorite at Villain’s Tavern, for example, a hidden hotspot in the middle of an industrial section of Downtown Los Angeles, where live music plays five nights a week and revelers can enjoy handcrafted cocktails. Villain’s Tavern owner Dave Whitton sees Sino’s artisanal roots as a merit that is reflective of the current cocktail culture’s emphasis on boutique and craft spirits. “When Sino came around, it was a perfect fit for what we’re all about here: well- crafted, artisanal spirits in handmade cocktails,” attests Whitton as he shakes the delightfully spicy Inigo Montoya cocktail, made with Sino, agave, fresh lime and pineapple juices, jalapeño and cucumber. “It’s got attitude,” he says, and we couldn’t agree more. www.sinotequila.com T he P rincess Bride ,