Issue link: http://digital.copcomm.com/i/72473
W hat sets this tequila apart from the crowd, and what is responsible for its ballistic rise from a boutique "me too" brand to being distributed in all 50 states within two years? The answer is young entrepreneur Jonathan Rojewski. Where fainter hearts might not even try in our current economic climate, his luck, timing, hard work and highly cultivated sense of taste set his tequila—and his market share—apart from the multitude of those already available. Released in December 2008, Tanteo Tequila, produced by the Tanteo Spirits Company, offers three infused tequilas: Jalapeño, Cocoa and Tropical, but these are not "flavored" spirits. This artisanal 100% blue Weber agave tequila has been infused with the flavors of Mexico. You will not find a trace of corn syrup or any- thing artificial here. The flavors and colors are achieved by infusing natural fruit, by hand, with careful attention to details, and multiple macerations (Jalapeño has six, Cocoa has nine and Tropical has twelve). Many aspects came together to make this spirit brand arrive right on time. Encouraged by his entrepreneur parents, Rojewski started cooking at the age of 12 and spent his formative years apprentic- ing under the head chef of the Swedish Embassy. From there he sought out work in restaurants featuring classical French cooking where he could further develop his sense of flavors and individual style. However, life came to a screeching halt following the sudden and tragic death of his mentor. This resulted in Rojewski making a radical change. Following his "go where the best are" strategy he headed to New York City, where he secured an intern- ship in the equity research department at Oppenheimer & Co. He worked for $8 an hour and at times up to 100 hours a week in hopes of winning a full-time position. Hard work paid off, and Rojewski rose through the ranks and on to other notable firms Goldman Sachs and Pequot Capital. But Rojewski always knew Wall Street was a means to an end. In the late '90s, looking for inspiration and a little R&R, he naturally found himself in Mexico. The two were a match made in heaven: sun, surf, tequila, cold beer and more flavorful authentic food than he could have possibly imagined. This love affair went on for many years and eventually led him to the historic "Magical Town" of Tequila, where he began visiting distilleries for the first time. Back in New York City at the request of his friend and eventual business partner, David Campbell, created infused tequila for a party. The tequila was a big hit with the guests, and requests for the infusion started pouring in. It was at this point in mid- 2006 that his life made a pivot. With his Wall Street savvy and connections, he turned his focus to learning the liquor business, acquiring business partners and investors. This same year the CRT (the Tequila Regulatory Council), amended the Tequila appel- lation of origin, which among other things now allowed for 100% agave infusions, thus opening the door at the same time Rojewski was knocking. Rojewski's first creation was an infusion of jalapeño. The trick was to make it spicy july 2012 / the tasting panel / 127 PHOTO: NICK HUDSON PHOTO: NICK HUDSON