Tres Agaves Products has introduced the first shelf-stable USDA Certified Organic Margarita Mix. Tres Agaves’ Organic Margarita Mix is a simple blend of just four ingredients – organic lime juice, organic agave nectar, ascorbic acid (vitamin C) and pure filtered water. Just add 100% Agave Tequila for the ultimate all natural Margarita. Tres Agaves’ ‘skinny’ Margarita, made with real all-natural ingredients, creates a sublime balance of sweet – from the organic agave nectar – and sour – from the organic lime juice.

Tres Agaves Products has introduced the first shelf-stable USDA Certified Organic Margarita Mix. Tres Agaves’Organic Margarita Mix is a simple blend of just four ingredients – organic lime juice, organic agave nectar, ascorbic acid (vitamin C) and pure filtered water. Just add 100% Agave Tequila for the ultimate all natural Margarita. Tres Agaves’ ‘skinny’ Margarita, made with real all-natural ingredients, creates a sublime balance of sweet – from the organic agave nectar – and sour – from the organic lime juice. Tres Agaves has evolved into a cocktail beverage company specializing in all natural products including a full suite of 100% Agave Tequilas and all-natural complementary mixers. Tres Agaves Organic Margarita Mix is available for just $9.99 per 750ml bottle at retailers and restaurants across much of the U.S., giving consumers a healthier, organic option when creating a delicious Margarita or even tasty limeade.

According to Organic Trade Association’s April 2011 press release, which outlined the results of a recent study, “The organic industry grew at a rate of nearly eight percent in 2010, bucking the current trend whereby ‘flat is the new growth’ for many other segments of the economy.” Tres Agaves is ahead of the curve in creating the first organic, shelf-stable Margarita mix.

Tres Agaves Organic Margarita Mix ingredients include lime juice sourced from the finest sun-ripened limes and agave for the organic agave nectar grown in Jalisco, Mexico. Jalisco’s volcanic soil and pure, freshwater springs create ideal conditions for agave, the world’s purest source of natural plant sugar. Tres Agaves never uses conventional sugar or corn syrups in its Margarita mix – only sweet, organic agave nectar.

Consumers watching their caloric intake will also enjoy Tres Agaves Margaritas made Organic Margarita Mix. With only 68 calories per Margarita serving the result is a healthy, great-tasting, lower-calorie Margarita.

Tres Agaves Real Margarita Recipe

• 2 oz. Tres Agaves® 100% Agave Tequila
• 3 oz. Tres Agaves® Organic Margarita Mix

Shake with ice, taste for balance and pour into your favorite rocks glass. Salt rim to preference and add a lime wedge as garnish.

The Margarita is the world’s most popular cocktail, and when made correctly it’s the world’s best cocktail. Restaurants, bars and consumers can now make low-cal, all-natural Margaritas using the entire Tres Agaves Products portfolio. In addition to the organic margarita mix, Tres Agaves also produces organic agave nectar and three award-winning, 100% agave Tequilas: Blanco, Reposado and Anejo. Tres Agaves Tequila is estate-bottled for full, smooth taste at one of the last family-owned distilleries in Jalisco, Mexico.

Tres Agaves’ Tequila is made from Agaves matured to an average of nine years and produced in the ‘old school’ tradition by one of Mexico’s most respected Tequila families at their boutique distillery located in the very soul of Tequila country – the historic city of Tequila itself. The distillery, El Llano, began production in 1900 and is one of the oldest in all of Jalisco. The master distiller is the town’s former mayor and a fifth generation artisan who specializes in small-batch, handcrafted Tequila.

Uno, dos, TRES: it’s that simple!

About Tres Agaves Products

Tres Agaves Products, Inc. is a San Francisco/Bay Area-based brand bringing estate-bottled, award-winning 100% agave Tequila and complementary organic Margarita mixers to the market. Tres Agaves believes that a Margarita recipe should enhance the flavor of good Tequila, not hide it, which is why a Tres Agaves’ all-natural Margarita is made only with organic lime juice, organic agave nectar, and 100% agave Tequila. Tres Agaves Tequila is available in three expressions: Blanco, Reposado, and Añejo. Tres Agaves also produces the only organic Margarita mix that is shelf-stable. Visit http://www.tresagaves.com or become a fan of Tres Agaves on Facebookhttp://www.facebook.com/tresagaves.

To purchase Tres Agaves products online, visit Tres Agaves Web store at: http://www.tresagaves.com/store. To find Tres Agaves at retailers/bars/restaurants near you, visit http://www.tresagaves.com/shop/locator or use the mobile search option: http://www.tresagaves.com/mobile

The Spirits of Mexico Festival, the largest, oldest and most comprehensive forum of its kind in North America, will be held September 11 through 18 this year in Old Town San Diego at the location of California’s birthplace, Old Town San Diego State Historic Park. Last year’s Spirits of Mexico Festival was awarded proclamations from the City & County of San Diego, commendations from the Mexican Consulate and Old Town Chamber of Commerce, lauded as an ‘A List’ event by San Diego Magazine and noted as ‘one of four festivals not to miss’ by ‘O’, the Oprah Magazine.

Tequila, Mezcal, Sotol and Bacanora, each with its own denomination of origin and all distilled from the juice of the ancient agave plant, have quickly captured the hearts of the American consumer. The festival celebrates these spirits and their heritage. Cuisine, paired and infused, cocktails, educational seminars, a tasting competition and the resultant awards ceremony, live and silent auctions are all in this year’s festival recipe. Where better than in the nation’s No. 1 marketplace for consumption of these spirits? Old Town San Diego.

The Festival makes living history every year as well. Of the more than 150 brands and 400 styles that have participated in the past eight years, 25 percent have exclusively launched at this festival—a singular accolade. This year will see the debut of Tequilas El Decreto &Montoro and Vitzo Bacanora.

For agave enthusiasts and aficionados, the Spirits of Mexico Tasting Competition is like the Oscars and Olympics rolled into one

The 2011 Festival launches with a new event, the Tequila Trail on Sunday, Sept. 11, sponsored by newcomer Vitzo Bacanora Cream and 91x radio station, which makes stops at 9 of Old Town’s world-renowned eateries. Barra Barra Saloon, Café Coyote, Miguel’s Cocina, Old Town Mexican Café, El Fandango, The Cosmopolitan, Casa Guadalajara, La Pinata and Rockin’ Baja Lobster will offer up tastes of their signature dishes paired with Herradura, Chinaco, Milagro, Arta, Fortaleza and 1519 Tequilas; Scorpion, Maria, Mijes and Oro de Oaxaca Mezcals; Casa ZG Sangrita, Solerno Blood Orange Liqueur and, of course, Vitzo.

The Tequila Trail is also the scene of the Festival’s Solerno Liqueur Cocktail Challenge Semi-Finals at The Cosmopolitan Restaurant, which will narrow down the field in the search for the 2011 Official Spirits of Mexico Cocktail. The challenge put forth to mixologists, bartenders and drinking establishments is to create their best cocktail with this blood orange liqueur as the showcase ingredient.

“With its blend of Sicilian citrus, red berries and Sanguinello blood oranges, this year’s winner just may turn the margarita on its heels,” said Dori Bryant of Polished Palate, producer of the Spirits of Mexico Festival. The Solerno Liqueur Cocktail Challenge finals, sponsored by San Diego CityBeat and Liquid Living magazines, will be held on Wednesday, Sept. 14, at Barra Barra Saloon. The event is open to the public.

This year marks the fifth time the Spirits of Mexico Tasting Competition will be held at the festival’s official hotel, the Best Western Hacienda in Old Town San Diego. This private event brings together industry experts from Mexico and the United States to judge agave-based spirits.

“The competition has grown significantly over the years, indicating the importance and popularity of this spirit to the U.S. consumer,” said Jack Robertiello of Drinks Ink, competition co-host.

Along with co-host Robert Plotkin of Bar Media, judging panelists that will vote in a number of categories for the best agave-based spirits include Master Distillers German Gonzalez of T1 Tequila Uno and Ana Maria Romero Mena of Corrido and 1519, Thomas ‘Mac’ McFarland Gregory III of Starwood Hotels, Zack Romaya with Old Town Liquor and Mario Marquez of Magia Azul Consulting. Also Rachel Nichols-Bernyk of Tequila Nuts, Larry Auman of Cantina Mayahuel, Junior Merino, The Liquid Chef, and Charlotte Voisey of William Grant & Sons will offer their palates to the judging panel.

Additional panelists are Alfredo Gama of Wine Warehouse, Drew Levinson with Wirtz Beverage Nevada, David Grapshi of Gemini Spirits and Wine and the winner of the 2011 ‘Win a Seat on the Competition Panel’ Clayton Szczech of Experience Tequila. Last year’s winner, Eric P. Lorenz, started Lorenz Agave Spirits in British Columbia and is presenting a seminar at this year’s Spirits of Mexico Festival Main Event.

“For agave enthusiasts and aficionados, the Spirits of Mexico Tasting Competition is like the Oscars and Olympics rolled into one,” said Plotkin of Bar Media. “Earning one of the competition’s coveted gold medals has proven an invaluable indicator to the success of new brands of Tequila and mezcal.” The reigning winners, out of 153 entries in 2010, are Best of Show Chinaco Reposado and Best of Category winners Regional Blanco, Chinaco Reposado, Kah Anejo, Abandonado Extra Anejo and Casa 1921 Tequila Cream.

On Friday evening, Sept. 16, Executive Chef Jose Pulido of Barra Barra Saloon serves up his alchemical agave-infused cuisine at the festival’s Tasting Reception and Awards Dinner. Guests will sample a variety of world-class agave spirits while savoring infused hors d’oeuvres and entrees. Guests will then move to the Fiesta de Reyes courtyard for the Tasting Competition awards ceremony where the Best of Category and Best of Show winners of the 2011 Tasting Competition will be announced.

A live auction follows that benefits the Sky Ranch Foundation. The auction offers an opportunity for those wishing to bid on rare collectables, most accompanied by the Master Distiller’s signature. Kah Tequila’s inaugural Extra Anejo topped the bidding last year at $1,000. This year three bottles of El Decreto Tequila Extra Anejo, not available elsewhere; Tequila Los Abuelos Lot #74 series, valued at $1,500, and T1 Tequila Uno’s Barrel #1, of which only four cases remain, will be highlights of the auction.

The Spirits of Mexico Festival’s Main Event takes place on Saturday evening at the Robinson-Rose House, McCoy House Museum, Barra Barra Saloon and the plaza that connects them all in Old Town San Diego State Historic Park. According to festival producer Bryant, all the stars will come out for the Main Event as more than 200 styles of agave spirits will be sampled and accompanied by culinary delights from Barra Barra’s kitchen. Seminars take place at intervals throughout the evening.

Eric P. Lorenz of Lorenz Agave Spirits, Douglas French, master distiller with Scorpion Mezcal; Jaclyn Jacquez, president of Don Cuco Sotol; Mario Marquez, president of Magia Azul Consulting, and Charlotte Voisey and Gaston Martinez, both of William Grant & Sons will headline seminars at this year’s Main Event, sponsored in part by the San Diego Reader. The public will be able to meet master distillers and learn first-hand from experts how these spirits are made. A silent auction will benefit the Sky Ranch Foundation, which is celebrating 51 years of helping troubled youth this year.

Samplings will be available from Tequilas 1519, Antiguo, Arta, Azunia, Chinaco, Corrido, Don Diego Santa, Don Eduardo, El Decreto, el Jimador, Fortaleza (Los Abuelos in Mexico), Hacienda Vieja, Herradura, Magave, Milagro, Puerto Vallarta, QV, Regional, T1 Tequila Uno and Tres Agaves. Mezcals will be sampled from Maria, Mixes, Oro de Oaxaca and Scorpion. Also sampling spirits will be Sotol Don Cuco, Bacanoras Cielo Rojo and Vitzo, Casa ZG Sangrita and Solerno Liqueur. Harina Dulce confections will provide pastries at the Main Event.

On Sunday, Sept. 18, the annual Lobster Bus excursion to Puerto Nuevo, Baja California, takes place. The public is welcome to join industry members and fellow Tequila aficionados on the bus for a traditional Baja lobster lunch, hosted by Poco Tequila.

Bryant added that “as a result of our partnership with Fiesta de Reyes, the vibrant dining, shopping and entertainment plaza at the northeast corner of Old Town San Diego State Historic Park, several festival events take place in the State Park this year.” Fiesta de Reyes’ shops and restaurants are inspired by 19th century pueblo life, the essence of living in San Diego during its infancy from 1821 to 1872.

“Old Town San Diego and the State Park are the ideal settings for this festival,” concluded Bryant. “It brings the gastronomy, history, culture, in fact the heritage of Mexico together, in one festive setting. For more information and to purchase event tickets, visit http://www.thespiritsofmexico.com.

Background on Spirits of Mexico
The Spirits of Mexico Festival started as a one-evening event in San Diego in 2004 with 12 brands and 350 guests. In 2007 several elements were added including a Tasting Reception and Dinner and the first Agave-Only Tasting Competition in the United States, creating a more comprehensive multi-day and multi-faceted festival, celebrating all aspects of this spirit. The Festival saw more than 2,500 guests and 200 styles in 2010. As consumer interest grows and the industry evolves, the festival continues to meet those demands and is enhanced each year.

About Polished Palate
Since 2005, the Polished Palate has been hosting cutting-edge tasting events, educating the consumer on all aspects of each distilled spirit category. Through seminars hosted by recognized industry professionals, guests learn about the history and culture of each spirit, their impact on society, current trends and appropriate tasting techniques, while promoting responsible consumption—all in a festive format.

For more information, contact info@polishedpalate.com and Julia Simms at j simms agency julia@jsimmsagency.com

More than 185,000 margaritas were consumed per hour by Americans in 2008 according to Brown-Foreman, one of the nation’s largest spirit suppliers. That makes the margarita the most popular cocktail in the United States. The man most credited for this phenomenon is restaurateur/entrepreneur Mariano Martinez of Dallas, Texas.

May 11, 2011, will be the 40th anniversary of his invention of the frozen margarita machine, which resides in the Smithsonian Museum in Washington, D.C.  ”There’s no doubt where the credit belongs,” said Dr. Rayna Green, curator of the Smithsonian’s National Museum in Washington, D.C.  ”Museum officials spent more than a year researching the history of the frozen margarita and verifying its origin.”

The significance of this machine was quantified this past September when the museum released its list of the top 10 American inventions. Topping the list was Thomas Edison’s light bulb and “Mariano’s Cool Creation” came in 10th.  Mariano (who goes by only his first name) did not invent the frozen margarita; he just figured out how to produce the drink in quantities large enough to make an entire restaurant tipsy.

“It is an inspiring story about the rise of a smart, young businessman who made this incredible choice at the right time, ” said Dr. Green. “No, it’s not the Model T, but we have a lot of little things in the museum that are little innovations that became important.”

It was an idea inspired by a Slurpee machine, executed by a young restaurant owner struggling to stay afloat.  ”As a result,” said Dr. Green, “margaritas and Tex-Mex cuisine emerged as an essential part of the American culture.”

“The margarita made tequila an acceptable drink for women,” explained Marc N. Scheinman, a marketing professor at Pace University’s Lubin School of Business and author of a study called “The Global Market for Tequila”.

“Demographics played a huge role in the popularity of the frozen margarita,” said Scheinman. “The spread of the frozen margarita coincided with large numbers of young women coming into the workforce.”

The rise of the margarita in the late 1970s and early 1980s set off a radical change in the Tex-Mex restaurant business.  Vintage Tex-Mex restaurants didn’t have bars, but from the 1970s on, the bar became the center of every Tex-Mex restaurant.

“To us at the Smithsonian, it’s a story about American innovation and entrepreneurial spirit,” said Green, “and it coincides with a very interesting story of Tex-Mex becoming a phenomenon.”

In 1971, Mariano, opened his first restaurant with $500 and an S.B.A. loan. He had no designs of becoming an inventor or an icon; he was just trying to succeed in running his restaurant and realize the American dream of owning his own business. Back then, margaritas were not well known.  People either didn’t know about them or didn’t want to go to all the trouble of making them.  The squeezing of limes, procuring the right tequila and portioning the right amount of other ingredients proved cumbersome.

Enter Mariano and his revolutionary machine.  He had just opened his first restaurant, Mariano’s Mexican Cuisine, in Dallas, where he proudly served his father’s secret recipe margaritas. Feedback immediately started pouring in and some of it was not favorable.  The drinks were inconsistent in both temperature and taste, most of them not cold enough. After arguing with his bartenders who threatened to quit and go back to making scotch-and-waters and bourbon-and-Cokes at their previous jobs, Mariano had a sleepless night.

The next day, while making a stop at a 7-Eleven convenience store, Mariano saw a kid pulling a frozen Slurpee out of a machine. A light bulb went on. A solution had been found, fixing Mariano’s three problems. The margaritas could be precisely measured and made in large batches in the morning, making every margarita the same high quality, and easy for bartenders to produce during the rush. As far as the temperature issue, what could be colder than frozen?

At first the new creation changed the way people socialized in the hip Upper Greenville Avenue area of Dallas, before quickly spreading all across the city. Mariano’s became the popular destination for young professionals, Dallas Cowboys and other professional athletes, SMU students, upscale apartment residents, and other young Dallasites looking for a good time. Then, as frozen margarita machines became prevalent throughout the state, Texans ushered in a national phenomenon. The frozen margarita became the most popular drink in America and frozen margarita machines are now a worldwide hit and can be found in 36 countries. It has changed the culture of Mexican food and added to the bottom line of thousands of restaurants in Texas and across the globe.

But while the social aspect of the frozen margarita has been well documented over the years, only recently has the major impact of Mariano’s machine on the American economy come into focus.  It has created thousands of new jobs and has been a significant influence on the prosperity of our nation’s hospitality industry’s bottom line at thousands of restaurants in Texas and across the globe.

Over the past 40 years, many journalists have chronicled Mariano’s invention with cleverly written prose such as “the party in a tank that fueled the disco era in Texas,” “the machine that jump-started the Mexican food craze” and “the machine that changed happy hour forever.”

Smithsonian Museum director Brent Glass called the invention “a classic example of the American entrepreneurial spirit”. With the advent of the machine, margaritas became as standard as chips and salsa at Tex-Mex restaurants.

Consider this. The hospitality industry (restaurants, hotels, etc.) is the single largest creator of new jobs, as well as the biggest employer in the United States. The mortality rate in the restaurant business prior to 1971 was the highest of any business. Sometimes the difference between a restaurant keeping its doors open and closing, comes down to unsustainable losses of a few hundred dollars per month, due to lack of profits, inconsistent quality and labor costs.

Mariano’s machine addressed these obstacles and helped overcome them. The popularity of frozen margaritas boosted the bottom line by adding extra sales to lunch and dinner tickets that might not have included an alcoholic beverage otherwise.

The frozen margarita machine’s consistent quality diminished the amount of drinks that were returned. Its ease of operation helped bartenders’ efficiency and increased productivity and reduced costs. These benefits, along with others provided by the machine, allowed restaurants not only to keep their doors open, but also to be profitable. Entrepreneurs could now open new restaurants that they otherwise would not have, creating more jobs. Mariano was the first example of this. He was struggling to keep his new restaurant going when his invention stabilized his business, created a positive cash flow and kept his dream from going down the drain.

Helping the economy never tasted so good.

If you are one of the 185,000 American who will drink a margarita over the next hour, offer up a toast to Mariano, the inventor of the frozen margarita machine four decades ago.

Cheers to 40 years! Viva la margarita!

Source: PRNewswire

Familia Camarena™ Tequila Takes Top Signature Tequila Cocktail Honors at the 2011 Ultimate Beverage Challenge Competition

Familia Camarena Tequila has knotted yet another prestigious distinction among the professional spirits community. Following the Ultimate Cocktail Challenge held April 5-8 in New York, Familia Camarena Tequila was awarded the 2011 Ultimate Cocktail Challenge Chairman’s Trophy distinction of best original tequila cocktail. The winning Camarena Santa Maria cocktail featuring Familia Camarena Reposado Tequila topped a field of premium tequila competitors in the Ultimate Cocktail Challenge’s first-of-its-kind freestyle cocktail competition designed to objectively distinguish category leaders in premium mixed cocktails.

Executed by a team of top New York City bartenders and judged by a panel of principal spirits journalists and mixologists, including internationally renowned beverage alcohol expert, F. Paul Pacult, original cocktails submitted by spirits brands from across the globe were evaluated on the 100-point scale. Signature cocktails that eclipsed the 90-point mark of excellence received the coveted Ultimate Cocktail Challenge Chairman’s Trophy. Familia Camarena Tequila was one of only two signature tequila recipes to receive Chairman’s Trophy recognition, and the only tequila brand to also receive the “Great Value” distinction, awarded to spirits that offer a superb value/price relationship.

Familia Camarena Tequila’s award-winning recipe:

“Familia Camarena Tequila is honored to receive distinction from the Ultimate Cocktail Challenge as a category standout, both for quality and value, in the premium mixed cocktail competitive beverage evaluation,” said Gerard Thoukis, Director of Marketing for Camarena. “This competition has set a new standard for meaningful and credible spirits evaluation and we sincerely appreciate the endorsement from the industry’s most esteemed experts, educators, journalists and mixologists. This award is invaluable to Familia Camarena Tequila as we continue to expand our premium cocktail presence in the on-premise community.”

Introduced in California and Nevada one year ago and now available in all 50 states, Familia Camarena Tequila has quickly risen to the top as a quality, award-winning 100 percent agave tequila. Earning critical acclaim from the 2010 San Francisco World Spirits Competition, Familia Camarena Reposado received a Gold Medal and Familia Camarena Silver received Bronze Medal recognition. The Beverage Testing Institute has recognized both bottlings as “Best Buys” with a 91-point score awarded to Familia Camarena Reposado and a 90-point score to Familia Camarena Silver. Most recently, Familia Camarena Reposado received 94 points, in addition to “Good Value” accolades in the May 2011 issue of Wine Enthusiast Magazine.

In partnership with the domestic importer, Alto Spirits LTD, Familia Camarena Tequila is available nationally at a suggested retail price of $20 for each expression in the 750mL size.

About Familia Camarena Tequila

With a legacy of six generations of tequila making experience, Familia Camarena Tequila is made from 100 percent blue agave grown in the Los Altos Highlands region of Jalisco, one of Mexico’s most prestigious tequila districts. Produced in Arandas at the family-owned and operated distillery, each bottle is double distilled, as well as bottled, labeled and packaged by hand. The Familia Camarena Tequila portfolio includes a 100% Blue Agave Silver and a 100% Blue Agave Reposado, which is aged for a minimum of two months in both new and used American oak barrels. For more information on Familia Camarena Tequila, visit www.tequilacamarena.com.

Tequila, Alcohol 40% by Volume (80 proof) ©2011 Altos Spirits Company, Hayward, CA. All rights reserved.

MEDIA CONTACT:
Kylie Garrett
Calhoun & Company Communications
(415) 346-2929
kylie@calhounwine.com

Source: Familia Camarena Tequila

Patrón provided complimentary cocktails to top ‘bro-fessionals’ and a panel of marketing experts for Nike, Microsoft, Wiffle Ball, Maxim, and more.

On Feb. 1st at Manhattan’s R Bar, 150 influential entrepreneurs and seasoned industry leaders enjoyed complimentary cocktails from Patrón Spirits during an inspiring evening of high-impact networking and insightful conversation. Hosted by GuyRilla Marketing Group™, the free networking event was geared towards professionals wanting to know more about successful marketing to men 18-34.

The discussion panel featured Daymond John, founder of FUBU and star of ABC’s Shark Tank. Joining him was Michael Hermann, president of licensing and brand management agency Wicked Cow Entertainment, whose clients have included Nortorious BIG, Wiffle Ball, Big League Chew, and Jenna Jameson; Eric Simon, founder of a Las Vegas fantasy-football extravaganza Superdraft and former magazine publishing executive for Maxim and Blender Magazines; and Scott Debson, partner at boutique lifestyle marketing agency SA Studios that serves top brands including Nike, Microsoft and MetroPCS.

Three Patrón-based cocktails were specifically created for guests. And to raise donations for Memorial Sloan-Kettering Cancer Center, a raffle drawing featured a pair of ‘Rob G.’ Rollerblade skates (tagged by artist Alex Soto), and tickets to the Broadway show Lombardi.

“At GuyRilla, our mission is education, insights, and opportunities for companies targeting the billion-dollar ‘Guy’ market. We’re thrilled that with Patrón’s help this event delivered exactly what we promised,” said GuyRilla’s founder, Doug Schulkin. He added, “We look forward to hosting several more networking experiences this year, including one at Invesco Field in Denver, and another at Baltimore’s Power Plant Live.”

In addition to such in-person networking events, GuyRilla’s online community includes top professionals from companies such as College Humor, Gander Mountain, AskMen, and Inside Lacrosse. Membership is free and open to the public for a limited time. In order to register, interested parties should visit www.guyrillamarketing.com.

About Patrón Spirits
Patrón is a luxury brand of high-quality tequila produced in the Highlands of Jalisco, Mexico and sold in hand-blown, individually numbered bottles. Handmade entirely from 100% Blue Agave, Patrón comes in five varieties: Silver, Añejo, Reposado, Gran Patrón Platinum and Gran Patrón Burdeos. Most recently, they created the Patrón Social Club, a members-only community for Patrón enthusiasts. Once registered, members have access to exclusive content and unique events, such as a series of exclusive ‘supper clubs’ held in a select cities across the country.

Learn more about Patrón and the Patrón Social Club at http://patronsocialclub.com.

About GuyRilla Marketing Group™
GuyRilla Marketing Group is an exclusive association of business professionals seeking proven strategies and tactics for marketing to men ages 18-to-34. Through GuyRilla’s online and offline networking, members initiate valuable collaborations and co-branding opportunities with groundbreaking entrepreneurs and established industry leaders. In addition to strategic networking, members also learn about trends driving men’s behaviors and attitudes toward their product or service.
For more information, please visit www.guyrillamarketing.com.

Source: GuyRilla™

After filming on location in London and across Mexico, Olmeca Tequila is proud to launch the Olmeca Altos Short Films.  Beautifully shot and with a dynamic and contemporary feel, the series of five documentaries feature Henry Besant and Dre Masso as they travel through the origins of Tequila to tell us about its unique production; they also take a look at modern uses of the Agave plant and the tezontle stone, before returning to London to observe how the category has affected the vibrant bar scene.

We’ve reached the end of our journey and with it the fifth and final episode of the Olmeca Altos Short Films: Bringing It Home. Bringing It Home travels from Mexico, where the guys meet the country’s most recognised bartender, to high-end bars in London, where local top bartenders share Olmeca Altos cocktail recipes, and discuss how perceptions of Tequila are continuously evolving.

Hopefully these videos have proven both interesting and entertaining.

It’s Official. September 18, 2010 Proclaimed Spirits of Mexico Festival Day in San Diego

In honor of the Spirits of Mexico Festival’s continued success in bringing lovers of tequila, mezcal & sotol together in San Diego over the past seven years, Mayor Jerry Sanders and the entire San Diego City Council have made it official — Saturday, September 18, 2010 is Spirits of Mexico Festival Day in San Diego! This is an unprecedented occasion for a rather young festival.

“Elected officials up and down the state of California are taking note,” said Chuck Ross, operator of Fiesta de Reyes in Old Town San Diego State Historic Park. “The tireless efforts of Dori Bryant and the entire team at Polished Palate, to put on this world-class event, are outstanding. Aficionados, owners, authors, master distillers and, from 90 brands, 200 styles (twice the number of expressions to honor the 200th Anniversary of Mexican Independence) are involved in 2010. We are all committed to making this the largest, most comprehensive and most fun Tequila Festival in the world.”

In August, the festival hosts its annual private Tasting Competition and Cocktail Competition semi-finals, where a panel of judges will select those entries headed for the Finals, which opens the Festival on September 15 at Café Coyote in Old Town. The winning cocktail entry will be served at all festival events. This date is significant as September 15 is the eve of the 200th Anniversary of Mexican Independence.

On Friday, September 17, the who’s who of the agave world will gather at Barra Barra Saloon and be the first to learn the results of this year’s tasting competition. On Saturday, September 18 from 1-4pm, the Old Town Chamber of Commerce hosts The Taste of Old Town Fiesta of Flavors and later that evening, starting at 6pm, it’s the festival’s Main Event at The Cosmopolitan Hotel & Restaurant—all located in the State Historic Park.

Old Town San Diego is the recognized birthplace of not only San Diego but the entire state of California. The Spirits of Mexico Festival Day is forever immortalized – gold seal, nine signatures and all – in a beautiful full-color proclamation that reflects the festival’s significance as the preeminent tequila and agave festival in the nation and recognition of San Diego’s role in its success.

About the Polished Palate
Since 2005, the Polished Palate has been hosting cutting edge Tasting Events, educating the consumer on all aspects of each distilled spirit category. Through seminars hosted by recognized industry professionals, guests learn about the history & culture of each spirit, their impact on society, current trends & appropriate tasting techniques, while promoting responsible consumption—all in a festive format.

For more information and to purchase admissions, visit the Polished Palate website at www.polishedpalate.com

Source: PRWeb

Patron, the ultra-premium tequila that revolutionized the white spirits category, has created the Patron Cocktail Lab, a platform for crowd-sourced drinks. As a company that has long recognized the talents of those that are passionate about flavor and quality, the Patron Cocktail Lab is an extension of Patron’s philosophy of perfection. Hosted within Facebook, the site encourages dialogue and sharing by asking visitors to re-think the elements that comprise the perfect cocktail.

The “Patron Margarita, Deconstructed,” is the first monthly challenge that will pit cocktail lovers against each other. Utilizing the perfect margarita recipe as inspiration, and three versions of the margarita created by top mixologists, Patron asks visitors to re-imagine America’s number one cocktail in their own, unique way.

“Patron has long been the tequila of choice for discerning drinkers who value the entire drink experience, from cocktail creation to composition and everything thereafter,” says Jennifer Long, Brand Director for Patron Spirits. “By leveraging a social networking site like Facebook, we are able to provide our loyalists access to share and build drink ideas. We are excited to see what happens when we give them full reign over Patron’s extraordinary portfolio of tequila expressions.”

Professional mixologists will be tapped to provide expert advice, commentary and tips on each submitted cocktail. The drink that receives the most votes at the culmination of each challenge will become an official Patron cocktail featured on the Patron website. Additionally, winners will receive exclusively curated gifts from Patron to celebrate their cocktail creations, and top participants will earn entry into exclusive Patron events.

The Patron Cocktail Lab will kick off with the “Patron Margarita, Deconstructed” challenge, with additional challenges to follow including the “Patron Greenmarket” challenge and the “Patron Salt Concierge” challenge.

For additional information, please visit http://apps.facebook.com/patroncocktaillab/.

Summer Drink Series Showcases Inspired Cocktail Recipes Perfect for the Warm Weather Months

Patron, the ultra-premium tequila that revolutionized the white spirits category, is transforming the summer cocktail with The Art of the Drink series. Joining forces with many of the most innovative up and coming mixologists from across the United States, The Art of the Drink salutes summer’s long, sunny days by re-thinking the elements that comprise the perfect summer cocktail.

“The Patron Margarita, Deconstructed,” will kick off The Art of the Drink as the first installment of the cocktail series. Utilizing the classic margarita recipe as inspiration, Patron called upon three of the country’s most creative cocktail minds to re-imagine the drink in their own, unique way. Each drink in this installment embodies a new take on the perfect balance of sour and sweet that has made the margarita America’s number one cocktail.

“Because the different expressions within the Patron portfolio are all carefully crafted, they allow for a tremendous range of flavor profiles in drinks, making cocktail possibilities endless,” says Jennifer Long, Brand Director for Patron Spirits. “We are thrilled with what the mixologists came up with for the first installment of The Art of the Drink, and think that paying homage to the margarita — an iconic summer beverage — is the perfect way to introduce our exciting summer cocktail series.”

Mixologists Kyle Fountaine of Blackbird in Chicago, Ryan Szydlo of OneSixtyBlue in Chicago and Greg Seider of Summit Bar in New York carefully considered the composition of the classic margarita and used it as inspiration to produce a fresh take on a summer favorite. The end results are perfectly balanced drinks, enhanced by the incredibly refined and smooth taste that Patron has become known for.

In addition to “The Patron Margarita, Deconstructed,” The Art of the Drink will also include cocktail series focusing on “Patron Green Market” drinks and “The Patron Salt Concierge.” “Patron Green Market” will showcase cocktails from mixologists and that bar chefs that embody the concept of slow food and utilize ingredients found at greenmarkets during the summer season. “The Patron Salt Concierge” will examine salt as a crucial component of the drink experience, with cocktails designed to be a complete exploration of salt as a flavor.

The Art of the Drink will also highlight the perfect occasion for which each cocktail was created — a suggested occasion will be offered for each creation, whether it’s brunch, an aperitif for a summer picnic or a night on the town. A perfect accompaniment for a broad range of occasions, Patron can be dressed up or dressed down, as the Art of the Drink series will showcase.

The Art of the Drink series commenced on June 15 with “The Patron Margarita, Deconstructed,” and will continue with “Patron Green Market” in July and “The Patron Salt Concierge” in August.

ABOUT PATRON

Distilled and packaged entirely by hand, Patron tequila is produced from the finest 100 percent Weaber Blue agave grown in the highlands of Jalisco, Mexico, and is the world’s highest-quality ultra-premium tequila. Every step in producing Patron – from harvesting the agave to the time-honored Tahona and roller mill distillation process to the individual labeling, signing and inspection of each bottle – is done with the careful precision and care that can be accomplished only by hand. For more information, visit www.patronspirits.com.

Source: Patron Tequila

Kurt Schlechter from South Africa has been announced as the winner of the first international Olmeca Margarita Contest by the Tahona Society.  My Friends Margarita was selected by a team of expert judges, including: Tomas Estes, European Ambassador for Tequila; Henry Besant, top international bartender and Olmeca Altos co-creator; Jesus Hernandez, Master Distiller at the Olmeca distillery, and Alberto Navarro, Olmeca’s International Head of Brand Education.  Fire Tahona Margarita by Raymundo Cazarin from Mexico won second place, Frida Margarita by Seyran Gevorkyan from Russia was third.

Finalists were selected after winning previous local Tahona Society heats in UK, Mexico, South Africa, Turkey, Ukraine and Russia.  Kurt’s recipe was chosen because of its clever fusion of Mexican and South African ingredients, and unique and refreshing taste.  His prize is a trip to New York, where he will be given the opportunity to serve his winning cocktail at the legendary Mayahuel bar, before meeting influential people from across the US Tequila industry.

Tahona Society is a global community of passionate and professional bartenders and the objective of the contest is to strengthen the existing bonds between these members.  It also aims to support the best talent from within the community, helping them further their international careers.

My Friends Margarita

Glass: Rocks glass, homemade naartje/cinnamon salt lip
Method: Muddle entire orange slice in mixing glass, add remaining ingredients, shake with ice, double strain over ice.
Ingredients: Orange slice, 5 raspberries, 2 parts Olmeca Altos Reposado, 1 whole squeezed lime and 3/4 shot Cointreau
Garnish: Pineapple leaves to imitate Agave, naartje/cinnamon salt
Side: Shot glass with slithers of Jicama, dipped in naartje/cinnamon salt
Nose: Spray Olmeca Altos Reposado/Agave Syrup mix over drink (avoid salt lip)

About Olmeca:

Olmeca is the original Tequila brand in Pernod Ricard’s international spirits portfolio, with high quality premium Tequilas including Olmeca, Olmeca Altos and Olmeca Tezon. Available in over 80 countries, today Olmeca is ranked as the No. 1 Tequila in EMEA (Europe/Middle-East/Africa), the No. 2 Tequila outside of North America and the No. 4 Tequila worldwide, in terms of value. Olmeca Tequilas are produced using the authentic Tahona method, and are exclusively produced at our own distillery in Los Altos region of western-central Mexico. Los Altos is recognised as the world’s premier Agave region, with the resulting Tequila possessing a fuller, smoother taste.

Source: PRNewswire