Pura Vida Rides a Giant Wave of U.S. Expansion With a California Launch

Pura Vida, “The World’s Best Damn Tequila” just made another stellar strategic move to further anchor their ever-expanding presence in the United States. Pura Vida Tequila Company’s founder and Chairman, Stewart Skloss, announced that Young’s Market Company has been commissioned to be Pura Vida’s distributor in the premier tequila market of California. The company’s highly anticipated California launch will take-off October 16^th, 2011.

“Pura Vida Tequila is privileged to partner in California with Young’s Market — best in class and highly recognized in the industry, a perfect addition to the team,” said Skloss.

Founded in 1888, Young’s Market Company is one of the oldest continuously operating companies in the U.S. In the 78 years since Young’s Market Company began to engage exclusively in the sale and distribution of wine and spirits, it has grown from a relatively small local distributor servicing Southern California to the fourth largest wine and spirits distributor in the nation. Today Young’s operations extend across the United States with industry presence in California, Hawaii, Oregon, Washington, Alaska, Idaho, Utah, Montana and Wyoming.

Industry research indicates that tequila is becoming hotter than ever and as its popularity expands, expectations are rising for the highest value at the best price — a feat that Pura Vida has pulled off time and again through the introduction of the only ultra-premium tequila available under $30. Additionally, research indicates what the makers of Pura Vida have always known — aficionados are becoming increasingly attuned to the body, taste, and smoothness of high-end tequila. Like connoisseurs of fine wine, today’s tequila drinkers will immediately identify — and reject — an inferior product.

Additionally, Skloss announced the appointment of liquor industry veteran Michael Hernandez to the position of Managing Director of California for Pura Vida. “Pura Vida has done an excellent job of attracting celebrity investors. To date I have met with Billy Gibbons (ZZ TOP), Mike Hampton(former MLB All-Star pitcher) and Tom Wood (Former INDY driver),” said Hernandez. “The endorsement and financial commitment of these celebrities who have chosen to partner with Pura Vida Tequila Company speaks volumes about the quality of the product and the ability of Pura Vida to continually thrive.” Indeed, Pura Vida Tequila hit Texas with a “helluva” splash in January 2011 and has been very well-received by the Lone Star state. Hernandez, whose name is well-known among Fortune 500 liquor companies, is an expert for product rollouts and growth strategies. Hernandez brings solid experience to the table including the coordination of the successful launches of such well-known tequila brands as Corralejo, Casa Noble, and Partida to the Western States.

“Pairing the expert liquor industry knowledge of Mr. Hernandez with the industry-recognized distribution skills of Young’s Market will ensure an extension of Pura Vida’s success in Texas to the California market,” said Skloss. Pura Vida offers a line of ultra-premium tequilas in three expressions: Silver, Gold and Añejo. An Extra-Añejo label will be released 4th Quarter 2011.

Tequila Partida announces distillery change to meet increasing demand and to keep up with future growth. The new facility in the town of Tequila is to use the same recipe, process, high quality Agave and Equipment to ensure perfect consistency for world’s top-rated tequila.

“We are on a growth trajectory and we’re working to meet increasing demand,” said J. Gary Shansby, Founder, Chairman and CEO of Tequila Partida in announcing Partida’s move to a new distillery. “We’re maintaining the same taste profile ? characterized by smoothness, elegance and pure agave taste ? that has made Partida the highest rated tequila in the world.” F. Paul Pacult, America’s leading spirits expert, recently rated Partida Reposado as the best tequila in the world and one of the five finest spirits in the world.

In order to guarantee the product quality from the new distillery, Partida gathered five of America’s top tequila experts in New York including Pacult, Steve Olson, Misty Kalkofen, Phil Ward and Jacques Bezuidenhout to test the pilot run of Partida Blanco from the new distillery in a blind tasting versus the most recent Partida Blanco production from the prior distillery. Partida also tasted in San Francisco with Julio Bermejo, the ‘Ambassador of Tequila’ to the US. The results, by unanimous agreement, were spectacular. “This tasting was the ultimate statement of integrity,” said Steve Olson. “Partida has only one goal, which they achieved ? to make the same superior product they have always done ? and to assemble a panel of such discerning critics was a bold and courageous decision.”

Added Paul Pacult, “Partida has always been uncompromising in their quality. They have reinforced their leadership in the ultra premium tequila category yet again with this unprecedented pilot run tasting.” Julio Bermejo commented, “Since they launched Partida has been at the forefront of distillation technique in the Tequila Valley.”

“I’m thrilled that a panel of such tough critics loved our pilot run product and endorsed the process,” said Mr. Shansby, “and I’m committed to transparency and full disclosure during the distillery change.” Other tequila brands have made distillery changes to accommodate growth but none have been as candid and transparent as Partida or as rigorous in assuring absolute consistency. “We’re staying true to our Mexican heritage and the authenticity of our brand,” continued Mr. Shansby. “This distillery change will ensure that we’re able to maintain the consistency of our product quality even as we expand our production, something we couldn’t be sure of had we remained in the old facility.” Partida is documenting the entire process of the distillery change ? complete with photos and video ? in a case study, which will be made publicly available.

In addition to the US panel, Partida tasted with six respected experts from the Mexican Tequila Academy in Guadalajara, Jalsico, the leading tequila authority in Mexico. Francisco Hajnal, Founder and President of the Academy, said, “The Partida samples I tasted from the pilot run are extremely well made and consistent with Partida’s renowned quality ? in fact, even better than ever!”

Tequila Partida’s previous distillery in Amatitan is owned by the Partida family. “We are appreciative of the contributions from the Partida family in our early years as we embarked on this exciting journey. Their friendship and contributions to our success have meant a great deal to us.” The new Partida distillery, Fabrica La Autentica, is in the town of Tequila in the state of Jalisco just a few miles down the road. Tequila Partida brought in the same team to run the tequila on the same equipment, with the same 100% pure estate agave from the same location, and of the same age, sugar content, and specifications.

The Partida recipe, known to only four people in the world, will not change. “We got just the response on the pilot run that we were looking for,” said Partida Maestro Tequilero Jose Valdez. “Coming from such esteemed tequila experts, we couldn’t be happier.”

About Tequila Partida

Tequila Partida (www.partidatequila.com) is an authentic, all-natural, estate-grown ultra-premium Tequila, made from 100% blue agave in the Tequila Valley, the heart of Mexico’s historic Tequila region. From cultivation and harvest to cooking, distillation and aging, Tequila Partida maintains exceptional standards of quality and consistency. F. Paul Pacult, the leading spirits authority in America, recently rated Tequila Partida Reposado as the best tequila in the world, and one of the top five spirits in the world. Tequila Partida produces four distinctive Tequilas: Blanco (not aged), Reposado (aged six months), Añejo (aged 18 months) and Elegante (aged 36 — 40 months). Tequila Partida is now distributed in Australia, Mexico and the United Kingdom, as well as Arizona, California, Colorado, Connecticut, Florida, Georgia, Illinois, Indiana, Louisiana, Maryland, Massachusetts, Nevada, New Jersey, New York, Ohio, Oklahoma, Oregon, Texas, Washington, DC and Washington.

Renowned Entrepreneurs and Industry Professionals Join Forces to Build Tequila Avion into an Iconic Brand

Defining A New Standard of Quality and Taste in Ultra Premium Tequila

Avion Tequila LLC was formed by a group of entrepreneurs and beverage industry professionals with the sole purpose of creating and developing a tequila that defines a new standard of quality and taste. The announcement was made by Ken Austin, Founder and Chairman of Tequila Avion.

“I’ve always experimented and searched for a tequila that is smooth and has great character, whether I drink it neat or in a cocktail. Over the years, close friends and business associates who were also passionate about tequila have joined me in this pursuit”

Ken Austin, an integral part of the executive management team at Marquis Jet since 2001, and currently one of the Company’s Executive Vice Chairmen, has had a consuming passion for the beverage industry since early in his business career when he worked in senior management positions at E&J Gallo and The Seagram Beverage Company. Mr. Austin has been a tequila lover for nearly two decades, searching for the ideal tequila, and formed Tequila Avion with Kenny Dichter, Founder, Chairman and CEO of Marquis Jet and Chairman of MGX Lab.

Jenna Fagnan was recently appointed as President of Tequila Avion. “Jenna is an exceptional professional with outstanding qualifications in the wine and spirits industry. Jenna will be instrumental to the success of Tequila Avion,” said Mr. Austin. Prior to joining Tequila Avion, Ms. Fagnan served as Vice President of Marketing and Vice President of Sales at TAG Heuer, a subsidiary of LVMH and prior to that was Managing Director of Dom Pérignon USA, a subsidiary of Moët Hennessy. Previously, Ms. Fagnan was a Supervisor with Wieden & Kennedy on the Nike and Coca Cola businesses, in which capacity she helped to develop brand strategy, create multimedia advertising campaigns and re-launch the Diet Coke and Coca Cola Light brands worldwide.

Said Ms. Fagnan, “It is a privilege for me to join Tequila Avion because we have a product that defines a new standard of quality and taste, as well as a stellar team of marketing, branding, advertising and public relations professionals to support it. I am confident that, together, we will redefine the trade and consumers’ expectations, invigorate and grow the tequila marketplace and capture a significant share of the ultra premium tequila category.”

“I’ve always experimented and searched for a tequila that is smooth and has great character, whether I drink it neat or in a cocktail. Over the years, close friends and business associates who were also passionate about tequila have joined me in this pursuit,” said Mr. Austin. “We came to realize that if we wanted the ideal tequila – balancing exceptional taste, character and smoothness – we would have to create it ourselves. With the help of experts that understood our quest, that is exactly what we have achieved in Tequila Avion, a distinctive and defining new standard of quality and taste in tequila, or ‘Taste Elevated’ as we refer to it.”

Tequila Avion forged a partnership with fifth generation agave growers to secure the finest Blue Weber Agave plants found in the very highest regions of Jalisco, Mexico, which are the most coveted for use in tequila production, due to their rich mineral content as well as their distinct quality and character. Earlier this month, Tequila Avion completed a multimillion dollar round of funding from investors, including many notables from the worlds of arts and culture, business, technology, sports, lifestyle and luxury goods.

The formulations for Silver, Reposado and Anejo, the three Tequila Avion varietals are now in full production. Distributor partnerships, launch markets, and rollout plans are complete and will be disclosed imminently. The Company’s web site will launch early July at www.TequilaAvion.com and it has a Facebook fan page; Tequila Avion.

About Tequila Avion

Tequila Avion is the ultra premium tequila that defines a new standard of quality and taste – “Taste Elevated.” Produced by fifth generation agave growers from among the finest Blue Weber agave found in the highest regions of Jalisco, Mexico, Tequila Avion’s distinct flavors are achieved through a combination of slow-roasting at lower temperatures to protect the natural flavors of the agave and an ultra-slow filtration process which creates an unusually smooth taste profile. Tequila Avion is available in Silver, Reposado and Anejo varietals. To learn more please visit www.TequilaAvion.com, Facebook and Twitter.

Source: Tequila Avion

Emmitt Smith Kicks Off Tequila Herradura’s Exclusive Buy-the-Barrel Program

Tequila Herradura, one of the oldest and most respected 100 percent blue agave tequila brands since 1870, announces the launch of its exclusive Buy-the-Barrel program, an exceptional opportunity for tequila connoisseurs to order their very own Herradura Double Barrel Reposado. When bottled, each barrel yields approximately 240 bottles of specially crafted tequila reposado aged for an additional month, ensuring every ounce captures flavors and notes directly drawn from the selected barrels.

Connoisseurs have the option of traveling (at their own expense) to the Hacienda near Guadalajara, Mexico, to select their own Herradura Double Barrel Reposado. Once chosen, the tequila is placed in bottles adorned with personalized labels, including the purchaser’s name, number and bottling date. The barrel itself then is varnished, branded and shipped with a framed certificate of ownership. Price per barrel is approximately $10,000 and the order process takes about 45-60 days.

Celebrated Pro Football Hall of Fame inductee Emmitt Smith kicked off the program with the purchase of his own barrel at the brand’s Hacienda San Jose del Refugio near Guadalajara, Mexico, on Thursday.

NFL Hall of Fame inductee Emmitt Smith kicks off Tequila Herradura's Buy-the-Barrel program with the purchase of his own Herradura Double Barrel Reposado tequila at the brand's Hacienda San Jose del Refugio near Guadalajara, Mexico, on Thursday.

“I have always been a big fan of tequila and am thrilled to have the opportunity to be one of the first to travel to Casa Herradura to select my own Double Barrel Reposado,” said Emmitt Smith, who became the first celebrity athlete to participate in the Buy-the-Barrel program during his visit to Casa Herradura in Amatitan, Jalisco. “More importantly, I’m looking forward to sharing this quality tequila with my friends and family in Dallas and across the U.S.”

The all-natural aging process, rooted on 140 years of dedication to the craft and tradition, begins with 100 percent blue Weber agave rested in toasted oak barrels for 11 months, creating Herradura Reposado’s distinct color with a cinnamon and oak aroma that provokes a rich and smooth taste. To enhance this tequila, it is matured for an additional month in a new toasted barrel handmade specifically for this extra aging. This process provides the tequila’s uncommon smoothness and complex flavor notes of cooked agave, dried fruits and sweet brown spice.

“We are proud to introduce Casa Herradura’s first Buy-the-Barrel program, which embraces the tequila aficionado and includes them in our celebrated selection process,” said Mark Bacon, director of Casa Herradura Tequilas in North America. “We felt it was important for us, as a tequila institution, to share the art of making this fine spirit with our valued customers, such as Emmitt Smith. We believe this program provides a great opportunity to partake in an unrivaled experience with our supporters as they select a unique expression of our tequila.”

As part of its relationship with Smith, Tequila Herradura was a platinum sponsor of the Emmitt Smith Celebrity Invitational at TPC Craig Ranch in McKinney, Texas from May 14-15.

For more information, please contact Alejandra Calva at (212) 219-0321 or e-mail calva@formulatin.com.

About Casa Herradura

Founded by Ambrosio Rosales and Aurelio Lopez, Casa Herradura is one of the oldest and most respected producers of tequila, which many believe delivers the world’s highest quality, most authentic tequila experience because of the expertise and leadership it has developed since 1870.

Located and produced in the heart of Mexico’s tequila region, in the tiny town of Amatitan, Jalisco, Tequila Herradura is 100 percent blue agave tequila carefully crafted using traditional methods, such as cooking the agave in clay ovens and fermenting naturally with wild yeast. This sophisticated process delivers a rich, smooth and unexpected taste that evokes memories of our agave fields.

Selected “Best Distillery of the Year” by Wine Enthusiast magazine in 2007, Tequila Herradura is all natural and estate bottled. For more information, please visit www.herradura.com.

Brown-Forman Corporation is a diversified producer and marketer of fine quality consumer products, including Jack Daniel’s, Southern Comfort, Finlandia Vodka, Tequila Herradura, el Jimador Tequila, Canadian Mist, Fetzer wines, and Korbel California Champagnes. Brown-Forman reminds you to drink responsibly.

Source: Tequila Herradura

President Felipe Calderon gave a shot in the arm to the tequila industry by paying a visit last week to the Regional Tequila Council (CRT) offices in Guadalajara to show his support for one of Mexico’s most emblematic sectors. Primarily, Calderon pledged to continue protecting and promoting tequila’s denomination of origin status, which gives international recognition to the liquor as a distinctive product distilled from the fermented juice of the blue agave plant in certain regions of Mexico.

Calderon patted his administration on the back for finally persuading both China and South Korea to subscribe to the agreement that prevents the word tequila from being used as a generic name on other spirits not made under the controls of the CRT.

Mexico also reached an agreement with China over its long-time refusal to accept 100 percent agave imports because its menthol content was higher than the country’s accepted norms.

The CRT recently opened an office in Shanghai and expects exports, led chiefly by Jose Cuervo, La Cofradia and Sauza, to soar in China in the near future.

Calderon also reiterated his support in fighting the illegal production of pseudo tequilas. According to the president, during his administration police have revised 11,000 properties where illegal production has been suspected and detained over 2,000 people.

The tequila industry supports around 38,000 families in 181 municipalities, chiefly in Jalisco, but also in the states of Guanajuato, Michoacan, Nayarit and Tamaulipas.

Source: Guadalajara Reporter

Casa 1921 Tequila announced today the company’s recent move to its new production facility, Destileria Morales.

Destileria Morales resides in Arandas, located in the “Los Altos” region of the state of Jalisco, Mexico. This state of the art facility is the work of renowned Mexican engineer Leopoldo Solis Tinoco. The facility is a true work of art marrying in perfect harmony a contemporary design with all of the traditional elements of Tequila production.

Juan Collado, President of Casa 1921 offers some insight: “This has been a big transition for us. I do however; understand that a change like this will bring many questions, doubts, and opinions, both now and in the future. Tequila 1921 is a brand supported by a team of individuals with a high degree of professionalism and integrity. Our consumer’s satisfaction will always be our top priority. The core of our new product is of superior quality. Our master distiller, Lorena Arriaga is continuously working on the elaborate process to develop the flavors and aromas of our ultra-premium Tequilas”. Lorena Arriaga has been with Casa 1921 since 1999. Casa 1921 has experienced great success with it’s line-up of ultra-premium Tequilas. This move was necessary because of that success and is a testament to the extraordinary direction the brand is going. Casa 1921 is extremely excited about the new partnership with Destileria Morales.

Quality Preserved

The “Limited Production” process used to produce Tequila 1921 for the past decade will not change. Only the finest estate grown blue agaves are selected for harvest. These agaves are baked in stone brick ovens. The cooking process consists of 3 phases stretched over a 72 hour period; a gentle steam cooking phase, a resting phase, and a cooling phase with the oven doors open. Gentle pressing rather than shredding is used as the extraction method of choice. The temperature is monitored closely during a dual fermentation process and distillation, thus rendering a superior distillate. Tequila 1921 Reposado and Añejo are aged in new premium American oak barrels, bearing a medium char. These barrels are charred through a process known as “Barrel Profiling”. Robert Plotkin, well-respected spirits authority and tequila aficionado said of the new 1921 line-up, “People looking for tequilas that will gently seduce their senses, 1921 100% Agave Tequilas are the ticket. Across the board, these artisanal spirits are a sophisticated treat, worthy of grand cru status.”

More about Tequila 1921

Casa 1921 Tequila is a producer and marketer of ultra-premium tequilas. Its portfolio includes 1921 Tequila Blanco, Reposado, Añejo and the original Tequila Cream Liqueur. Its brands are available in most major US markets, throughout Mexico and in limited international markets.

Source: PRWeb

Geneticists working in Central Mexico have mapped the genome of the blue agave, a desert plant used to make tequila.

A research team led by June Simpson Williamson said on Thursday that it took them six years to sequence 35,000 genes in Agave tequilana Weber.

The team has identified four or five genes which could be used to manipulate the agave’s flowering and maturity process, something that could boost tequila production.

Plants in the agave family die after producing a flowering stem, and slowing the progress toward flowering gives the plants a longer productive life.

Other liquors are made using relatives of the blue agave, but only products of the sequenced plant distilled in the western Mexican state Jalisco can be called tequila.

The project could also help identify other productive processes in the plant, including the production of herbal medicine, Williamson said.

Casa Noble, a family-owned distillery founded over 200 years ago in Jalisco, Mexico, celebrates its official endorsement from the United States Department of Agriculture (USDA) as certified organic, marking its arrival as one of only two certified organic tequilas available worldwide. Attention to authentic tequila production methods and innovative distillation approaches have in turn garnered the brand widespread accolades. Most recently, at the 2009 San Francisco World Spirits Competition, the new Casa Noble Single Barrel Añejo was awarded a double gold medal in the Extra-Añejo category.

“We are elated to be recognized as one of the world’s first organic tequilas, confirming a tradition that has been in place since our founding in 1776,” says Founding Partner Jose Hermosillo.

Adds partner David Ravandi: “Casa Noble’s dedication to preserving the environment and land allows us to produce the finest agave which results in an award-winning line of tequilas. It is flattering to receive recognition from an industry that is constantly striving to better its standard of excellence, allowing us in turn to push the creative envelope further in developing a truly exceptional product.”

At Casa Noble, each detail of the production process -from cultivating the organically grown blue agave plants to the natural fermentation, triple distillation, and lengthy aging ensures the properties and aromas are distinguishable in its 100% Organic Blue Agave tequila. The tequila brand is unique in the fact that it oversees both the organic agave growth and distillation of the ultra-premium tequilas on its 1,500-acre privately owned family estate, distillery, and barrel house. Over the last two centuries, the agave fields, made rich with the region’s unique volcanic soil, have been cultivated without the use of synthetic fertilizers, pesticides, or herbicides to maximize the special aromatic and gustatory qualities unique to tequila, while preserving the authentic nature of the spirit. Casa Noble’s fermentation process utilizes wild natural yeast cultivated at the distillery to maintain the integrity of the organic,  chemical-free process. The maestro tequilero, or master distiller, and his staff turn leftover fermented mulch (including the fibrous head and tail of the agave plants) into compost that is reused as fertilizer for the land. Casa Noble further distinguishes itself with an unusually qualitative distillation process. Most tequilas are distilled twice, but Casa Noble is triple distilled, which refines the tequila’s characteristics even further. Taking the organic process to the next level, Casa Noble spares no attention to detail, including closely monitoring its on-site water sources and wells for purity, and the careful cleaning of transportation vehicles and tools with organic cleansers.

Casa Noble’s portfolio features three distinct lines of award-winning tequila including Casa Noble Crystal, Reposado, and Añejo, the result of an all-natural, triple-distillation process, aged in French white oak barrels. Each tequila is distributed in Casa Noble’s newly created, hand-blown sculpted glass decanters adorned with the company’s distinctive new logo.

In 2009, a limited number of Casa Noble single-barrel Reposado and Añejo became available for aficionados who want to savor the unique qualities that result from extended aging in its own barrel; in addition, each bottle of the single-barrel is numbered, labeled, and signed by its makers. “Our Single-barrel tequilas define inimitable luxury and quality, serving as the ultimate expression of tequila craftsmanship,” Hermosillo notes. “Each barrel has its own distinct flavor profile, which results in every bottle offering a unique tasting experience to the consumer.”

Casa Noble Tequila retails for $39.95, $49.95, and $59.95 per 750 ml for Crystal, Reposado, and Añejo, respectively. The single-barrel Reposado and Añejo are available for $54.95 and $129.95, respectively. Casa Noble is currently exported to over 23 countries worldwide and served at high-end hotels, bars, restaurants, and nightclubs in major metropolitan cities across 39 states in the U.S., with plans of expansion in coming months. For additional information, including cocktail recipes and locations at which to purchase the brand, please see www.casanoble.com , or visit Casa Noble on Facebook and Twitter .

Source: tequilasource