Issue link: http://digital.copcomm.com/i/65124
If his method isn't the "A-word," it is the "T-word": traditional. Once split open, the piñas—the plant's core—are further split and cooked in masonry ovens, a process that takes longer but results in more intense fl avors and aromas. REVOLUCION crushes the piñas only twice, extracting the purest, prime juice, and uses only natural yeasts in the fermentation. After distillation, the spirit rests in 20-year-old tequila-seasoned barrels, aging six to eight months beyond the minimal requirements per category as specifi ed by the Tequila Regulatory Council. Says Arav, "Even after aging, we always like to keep the fl avor of the agave and not the wood." He adds, "I always say tequila should be more expensive than any other spirit in the world, because you have to raise the plant, wait eight years. You get nothing out of it in all that time, then you kill it." But his perseverance has paid off. At this year's Wine and Spirits Tasting Competition at the 69th WSWA Convention & Exposition in Las Vegas, REVOLUCION Silver (rested three months) earned a Double Gold medal and "Best in Show" for its category. This is only the latest gold for REVOLUCION Silver, which was also awarded a Gold Medal Sip Award and took a Gold Medal at the San Francisco World Spirits Competition in 2009. Likewise, REVOLUCION Reposado was awarded a Gold Medal at the Concours Mondial de Bruxelles, a Gold Medal at the Hong Kong Wine and Spirits Exhibition and a Gold Medal at Vinus, Argentina. Despite the honors for the 80-proof versions, it may be super- premium REVOLUCION 100 Proof that best distinguishes the brand as a rebel. Instead of distilling at the normal 55% abv and further diluting to about 40% (in Mexico, it's 35%), REVOLUCION 100 Proof is distilled at about 52%, then rests for six months with no added water. The result? A high-proof sipping spirit that's the pure essence of agave. "It's the most authentic product," Arav says. "People who really appreciate the real agave fl avor love this product. They understand what they're really drinking is the extract of the agave—naturally distilled." The portfolio is rounded out by REVOLUCION Reposado, aged 10 months, and REVOLUCION Añejo, which sees 18-24 months in barrel. The jewel of the portfolio, the super-premium REVOLUCION Extra Añejo was previously reserved for the private consumption of the Tequila Master and the owners of the brand. Aged for almost 4 years in French oak barrels that have been used exclusively to age tequila for at least 10 years, it brings a very luxurious experience in the mouth, show- ing intricate aromas of dried herbs, coffee, caramel and a hint of citrus. The velvety palate wavers between dark chocolate caramel, and woody, peppery notes. "You can compare it with a very good scotch, whiskey or cognac," says Arav. For now, the brand's distribution is focused in the West and the South, traditional tequila hot spots, but fl ashy promotions such as partner- ships with pop star Ke$ha and luxury car maker Porsche, plus urbane cocktails such as the 100 Proof Martini, will help increase attention and demand in other markets. Still feeling its way in the U.S., the brand is handpicking its promotion platforms, with an interest in unique, intimate internet-based relation- ships and relying on word of mouth buzz. The team is launching outdoor and in-store campaigns, and an on-premise cocktail program under the slogan "Join the REVOLUCION." Says Managing Director of U.S. Operations Rodger Reiss, "We want people to discover Tequila REVOLUCION like you would a wonderfully crafted small, independent fi lm—by having someone you trust recom- mend it to you." To that end, they're targeting bartenders and opinion leaders to become fans of the brand and help recruit like-minded rebels. Adds Arav, "We are trying to differentiate ourselves in different ways. The REVOLUCION Martini at 100 proof is something no one else has done. You can't do this with any other product." REVOLUCION Martini ◗ 2 oz. Tequila REVOLUCION 100 Proof ◗ 5 drops of dry vermouth ◗ Add dry vermouth to your shaker of ice, swirl and drain excess vermouth prior to adding Tequila REVOLUCION 100 Proof. Shake vigorously over ice and serve up in a chilled Martini glass. Garnish with two olives or fresh lime, or for an innovative fi nishing touch, use green or red chili peppers. "People who really appreciate the real agave fl avor love this product. They under- stand what they're really drinking is the extract of the agave— naturally distilled." may 2012 / the tasting panel / 7