Issue link: https://digital.copcomm.com/i/551222
august 2015 / the tasting panel / 101 Think of the discovery as equivalent to repurposing pickle juice or olive brine: a preserving liquid most consumers discarded suddenly became inspiration for an innovative spirit. In the scenario Maas described, the peppery tequila typically became much too strong and spicy for anyone to drink enjoyably, so experimentation ensued—with blanco and añejo tequilas, with different proofs, with the process of pepper curing to soften the edges of the tequila—yielding the perfect recipe: 100% agave reposado tequila from Tequila, Jalisco, Mexico bottled at 71.1% proof. The exact pepper combination is top-secret; what we do know is that jalapeño and serrano are both in the mix. "Agave Loco infuses the oils of six types of fresh peppers that have been selected for their mix of heat and sweet pepper flavor," Maas says. "It is not about just heat; we offer a fresh, sweet heat flavor—like biting into a fresh jalapeño pepper, not drinking a shot of tequila." Nationally, bartenders and mixologists have responded to the spirit's sweet heat mixability accordingly, featuring Agave Loco in the brand's signature Chile Mango Margarita, to the tune of thousands of drinks sold. Whether in Bloody Marias, Mojitos or simply on the rocks with a squeeze of lime, Agave Loco has found a home in drinks that call for a spicy kick, while also offering a consistent flavor and level of heat that a single muddled fresh pepper can't guarantee. Agave Loco officially launched seven years ago, but the uptake has been very gradual through the years with consumers, whose minds and palates have only just recently opened up to sweet and spicy combina- tions and pepper infusions, thanks to the rise in popularity of condiments like chile mango salsa. For its part, the Agave Loco team has only lately been able to focus fully on growing the product's reach, as they were recovering from RumChata's explosive growth. "We now have the people in place and the partnerships with our distributors that allow us to get the brand out and pique the interest of the tequila aficionado and mixolo- gists," Maas says. Another "myth" the brand has worked to debunk: that cloudiness signals low quality. The spirit's haze, as Agave Loco calls it, "actually is a result of the flavor oils we have infused in the tequila," Maas explains. "We found that if we filtered out the haze and left a clear product, we lost a lot of the sweet pepper flavor that makes us special. We felt it was important to explain this to consumers so they would know why it actu- ally makes us a better product to have the haze." What's next for the spicy spirit? "We are experimenting with an idea for the peppers that would be a great extension of this concept," Maas says. "But we are not at liberty to divulge our secrets at this time and right now we are focused on selling the tequila." Chile Mango Margarita ◗ 1½ oz. Agave Loco Pepper Cured Tequila ◗ 1 oz. mango passion purèe ◗ 1 oz. orange liqueur ◗ Fresh lime juice Shake ingredients well and pour over ice in a glass. Rim with chile pequin and salt and garnish with a lime. Tequila Reigns Supreme at Chicago's Taco Joint At a lively restaurant in Chicago's upscale River North neighborhood, one fresh, spicy menu item is generating lots of buzz—and it's not the guacamole. The Chile Mango Margarita, anchored by Agave Loco, is the best-selling Margarita at Taco Joint, which serves regional Mexican street fare. "Customers really enjoy the cocktail because there's a balance to the flavor and it's not overly sweet; it has a hint of spiciness in there." says Victor Baheza, General Manager. "You have the tropical flavors and spiciness and Mexican infused in there with the chile and Agave Loco." The restaurant plows through two to three cases of Agave Loco per week, making two dozen of the specialty Margaritas on a slow night. And customers can order by the glass or by the pitcher on Thursdays. "Agave Loco pairs well with the Mexican cuisine we serve," he says. Tasting Notes Agave Loco Pepper Cured Reposado Tequila The sweet red pepper nose is alluring and clean, offering up a perfume of lime, basil and maize. The palate gets tickled and teased by the zingy pepper, but also intrigued by the refined notes of cocoa and baked agave. 93 —Meridith May