Issue link: http://digital.copcomm.com/i/41419
n 2010, the tequila market saw a 3.5% growth (source: Impact Databank). What makes this growth interesting is that a bulk of it occurred outside the market leaders in the category. This opportunity did not go unnoticed, and in 2011 we've seen an explosion in the number of new tequila offerings. More companies are stepping into silver tequila with blanco, platinum, joven and even añejo claro offerings, all vying for a piece of the expanding tequila pie. I With such a crowded field, the challenge becomes how to stand out. We've found that many new tequila companies are embracing the artisan aspect of tequila and presenting the spirit as a premium, handcrafted, sipping tequila that's smooth, sweet and spicy. "Our passion is to educate our customers that shooting tequila is not the way to taste and enjoy it. It's a shame to drink your tequila in three seconds when this product has taken between eight to ten years of patient maturity and a careful production process to become a delightful elixir worthy of a king," proclaims Julio Maya, owner of Adan y Eva Tequila. In addition to some of the smaller, artisan produc- ers of tequila, many of the major spirit companies are making moves in the space as well. Diageo recently introduced Don Julio 70, a clear tequila made from añejo tequila that's been filtered to remove the wood elements and restore some of its blanco characteristics (see our cover story on page 53). Sazerac is expanding its presence in the agave spirit space with the introduction of their new Monte Alban tequila, a well-friendly offering made from 100% agave. With the field expanding so rapidly, tequila companies are looking for new ways for customers to enjoy their spirit year round. This has bartend- ers looking beyond lime and salt, and instead mixing these silver tequilas with vermouth, shrub and ginger. "In the summer, I look to tequila for its spicy and vegetal high notes, and then as we move into fall I like to pull out the more earthy notes," says Tommy Klus, Bar Manager of Kask in Portland, Oregon. With the strong growth in the tequila sector, it's ultimately the consumer who wins, with a wide selection of premium tequilas and an ever-expanding selection of drinks that can be enjoyed year round. Adan y Eva Blanco Tequila ($29) With its fig leaf bottle and embossed portrait of Adam and Eve on the label, Adan y Eva takes a decidedly biblical approach to standing out in the crowded field of blanco tequila. While this tequila doesn't come from the garden of paradise, it originates in pictur- esque Highlands of the Los Altos de Jalisco region. Owner Julio Maya picked the iconic couple as part of their brand name "to make a state- ment that Adan y Eva Tequila was suitable to be enjoyed by men and women as one." One of the few certified kosher tequilas on the market, Adan y Eva Blanco Tequila prides itself on being extremely handcrafted. From the artisan hand-blown bottles to the hand-embossed labels, everything in the process for Adan y Eva is an artisan endeavor. The nose on the Blanco is decid- edly Highlands, with vegetal pepper notes backed by agave. The entry is sweet, with a ribbon of pepper. The agave here tastes more like roasted agave than fresh agave. There's a little heat that gets picked up in the mid-palate along with an herbal and pepper mix. The finish is long and slightly sweet with salty, herbal notes. www.tequilaadanyeva.com Casa Dragones Tequila ($275) Setting to define the top end of the ultra-premium tequila market, Casa Dragones is a unique joven tequila that brings together a delicately refined plati- num tequila with just a touch of extra-añejo. The color from the extra-añejo is taken out using an ultra-modern filtration process. Producing Casa Dragones involves an extremely intense and meticulous hands-on process, which means that only a very limited amount is produced every year. Co-founder and CEO Bertha González Nieves says, "For us, it's one bottle at a time, and we never want that to change." González Nieves is the first female ever to become an accredited Maestra Tequilera. She's joined with co-founder Bob Pittman, a former AOL-Time Warner COO and a founder of MTV, to round out one of the more impres- sive new tequila ventures. Casa Dragones Tequila has a subtle floral and citrus nose with notes of sweet agave. The entry is smooth and sweet, with hints of vanilla, pepper and oak. The finish is long with a perfect blend of spicy and sweet. september 201 1 / the tasting panel / 99 PHOTO: GEOFF KLEINMAN