Issue link: http://digital.copcomm.com/i/41419
COVER STORY I n this day and age, it would be redundant to mention that tequila is no longer relegated to shots, slugged down with a sour face and some salt. As an industry, we are well past that perception for this category; fine tequi- las are the norm, not the exception. As tequila remains vodka's biggest threat in terms of sales, it's also a category that's finding its own unique pace, as well as some well-executed innovations in terms of distilling—all well-received thanks to legions of devoted bartenders and consumers. Don Julio is one such brand, not only forging a new path as a luxury brand, but bringing tequila fans new, exciting, truly innovative endeavors to savor. Strong Roots Don Julio González was raised in the agave fields of Atotonilco el Alto, in the Los Altos region of Jalisco. As a young man, he began learning the art of the mezcaleros, and in 1942 he purchased his first distillery and planted his first crop of quality blue agave plants. That first tequila was called Tres Magueyes. Eventually, through trial and error, hard work and long hours, González grew a fledgling operation into a business he felt worthy of bearing his own name, Tequila Don Julio. Today, González's innovations in distilling have become classic practices at the distillery, and his product is recognized globally as a tequila worthy of craft cocktails and neat pours alike. "Tequila Don Julio has revolutionized the tequila category and has always been an innovator when it comes to liquid and category innovation," explains David Barnett, Vice President for Tequila Don Julio Global. "When Don Julio González began crafting his namesake tequila, he enacted brand standards with regards to the way we grow our agave, age our variants and bottle in a premium manner—all of which are practices that have impacted the tequila category as a whole." Impacting the category as a whole is something the brand continues to do, and this year they are unveiling an entirely new product: Don Julio 70. What better way to honor Don Julio González as an innovator than to mark the brand's 70th anniversary with a true innovation? Make way for Don Julio 70, the world's first añejo claro tequila. Celebration and Expectation "The 70th anniversary of the year Don Julio González began his tequila making journey is a momentous occa- sion for the brand, so we created this celebratory tequila from our Master Distiller's Special Reserve," explains Barnett. "Añejo claro tequila means 'aged clear' tequila. Don Julio 70 is an añejo, which by definition means that it is aged for at least one year in wooden barrels. However, Don Julio ages its añejo for more than 18 months, exceed- ing the aging minimum set by the CRT [Consejo Regulador del Tequila]. This is something Don Julio does for each of the variants in the portfolio, and it makes all the difference in our taste and flavor profiles." Master Distiller Enrique de Colsa with his latest creation, Tequila Don Julio 70—the first-ever añejo claro tequila. 54 / the tasting panel / september 201 1 "For this new añejo claro," he contin- ues, "we take our aged añejo and then filter it in a special process that restores the agave flavors that are typically muted during the aging process. The result is a clear añejo tequila that has qualities and flavors of both an añejo and a blanco." The resulting liquid was created from start to finish by Don Julio's Master Distiller Enrique de Colsa and his team. PHOTO: RAUL RAMON