Issue link: http://digital.copcomm.com/i/376390
86 / the tasting panel / september 2014 CATEGORY REPORT W hile those in the industry are happy to spend their time pondering a tequila's NOM, for consumers, understanding tequila's possibilities outside of shots and Margaritas can still be a challenge. "When you say 'tequila,' the first thing people remember is a bad experience. The second is a Margarita," laughs Jorge Meruvia, Bar Manager at La Gloutonnerie in Miami Beach, FL. With bartenders and craft producers working hard to change this conception, the tequila category is booming, and with brands like Tequila REVOLUCION leading the charge, we may be talking about a full-scale revolution. "Tequila REVOLUCION is revolutionary in the classic definition of the word," says Zack Thompson, Northern California Market Manager for the brand. "A revolution is about taking back what's rightfully yours, and for Mexico, that's tequila." PHOTO: HARDY WILSON PHOTO: HARDY WILSON Revolucion-ary Thinking TEQUILA REVOLUCION HELPS RETHINK THE REALM OF TEQUILA COCKTAILS by Rachel Burkons At Tacolicious in San Francisco, Bar Manager Danny Louie has enjoyed exploring the Tequila REVOLUCION portfolio.