Tequila Rack Blog

Tequila tasting flights are growing in popularity in bars and restaurants across the globe. With over 1200 Tequila brands (and counting), a growing number of folks are thirsting for information and guidance on how to select “better brands” to taste and compare. Progressive restaurateurs are leveraging the popularity of Tequila Flights as a catalyst for up-selling more Tequila, appetizers and desserts, thereby growing profitable sales through both menu listings and food pairings. ITG’s TEQUILARACK™ provides you with a complete system to experience this complex and most misunderstood “Nectar of the Agave Gods” in a fun, responsible and cost-effective way.

So exactly what are Tequila tasting flights ?

Generally, tasting flights of distilled spirits are comprised of at least three 0.25-0.5 ounce servings of similar items for customers to taste and compare. The two types of Tequila tasting flights are vertical and horizontal. Vertical tasting flights are three tastes of the same brand but of different ages. For Tequila, it’s typically a Blanco, a Reposado and an Añejo. A Horizontal tasting flight consists of three different Tequila brands, all of the same aging style. It is best to use three diverse brands from different distilleries so that you are able to experience the widest variety of flavors and aromas. Since ITG’s TEQUILARACK™ Tequila brands are from different distilleries, that use agave grown in different micro climates, fermented with differing yeast strains, distilled and filtered by different equipment, using different recipes, and aged in different new and used barrels, it is easier and more interesting for one to taste them side-by-side.

How are Tequila tasting flights best served ?

Tequila tasting flights usually consist of three different ¼ – ½ ounce pours into three Tequila tasting glasses, Champagne flutes, or similar (not shot glasses). It is best to perform the pour and sit the bottle right in front of the glass in order to emphasize the extravagance of this presentation, show the bottles, and to indicate that these Tequilas are to be savored like a fine Cognac, rather than shot with salt and lime.

How are table tastings best performed ?

Tasting flights are best introduced to your party in the beginning of the meal service and suggested to go along with appetizers, a paired prefix menu, or at the end of the dining experience with the dessert course. As you know, it’s all in the presentation.

• Carry out the TEQUILARACK™ Tasting Rack to show your guests (suggestive selling)
  
• Use proper Tequila tasting glassware, or champagne flutes, not shot glasses.
  
• Pour out three separate 1/4 -1/2 oz servings using an appropriate speed pour or jigger,
  
• Provide history, production and other defining characteristics of each of the brands as you pour them
  
• Pair each brand with a course on the menu
  

Why is education the key to enjoying Tequila tasting flights?

There are many types of Tequila in the market today, but few are really known or experienced intimately. In fact, most of the Tequilas consumed are rarely tasted as they are mixed into Margaritas or downed quickly as shots. As with Micro beers, there is a whole new world of flavors to savor with TEQUILARACK™ brands.

Educating about these and other fine sipping Tequilas is the first step toward having them successfully presented as a Tequila tasting flight or food pairing to your guests. Your guests will be elated to discover and communicate the differences from other Tequilas that they have had before. Our free Tequila training is available on our website, www.TequilaRack.com .

How should Tequilas be featured for best results ?

There are many ways to harness the fun of offering tasting flights, here are a few:

• Create a dedicated Tequila Menu with detailed flavor descriptions, history, distillery and/or geography/micro climate for each brand
  
• Make sure you post your Tequila menu on your website
  
• Offer a monthly rotating special on three select brands as a tasting flight or Tequilas of the month club
  
• List Tequila and food pairing directly on your menu, table stand and/ or feature boards.
  
• Promote three ¼ oz. flights to include their favorite pick as a standard pour (pick 3 get 1 free)
  
• Phrases like, “TEQUILARACK™ 100% pure Agave sipping Tequila” or ” Micro Tequilas” or “Tasting Flights” immediately open minds to question, “What is that all about?”
  

   

Each Tequila has a story to tell and it needs to be communicated poetically in product listings, with consistent name formatting.

What are the most successful themes, events and Tequila tasting party ideas ?

A single priced Tequila tasting party or dinner is the best place to start. Some others:

• Tequila and Cigar Special
  
• All Day T & A (Tequila & Appetizers)
  
• T-N-T (Tequila & Tapas)
  
• Flights of Fancy: Tequila and Dessert Flights
  
• Tequila Tuesday
  
• Flight Nights
  

Shelf life and stability: Treat your Tequila the way you would treat any fine liquor (no heat or bright light). Once opened, the Tequila will remain fresh for about a year. Tequila does not suffer from oxidation the same way that other alcoholic beverages do. Because of a higher alcohol content, Tequila is a little sturdier. Unlike beer or wine, Tequila’s flavors don’t “turn” or become acidic, oxidized or skunky. The Tequila just seems to get “smaller”–it starts to lose its aromatics and its flavors get less defined. It will retain its polished mouth-feel and clean taste for a year or more. If you happen to have a Tequila that is you are not moving through fast enough, before it gets too old, you can always marinate/cook with it or use it in a high-end cocktail !

Are there any simple rules for finding the best sipping Tequilas?

The easy way is to look for TEQUILARACK™ brands, produced & bottled in Mexico. Other key indicators:

On the label:

• 100% Weber Blue Agave
  
• “CRT” logo on label
  
• NOM # on label
  
• 38-40% alcohol by volume (80 proof)
  
• Style should read Blanco, Reposado, Añejo or Extra Añejo (steer away from silver & gold)
  

Other indicators

• Tightly secured and sealed lid
  
• Bottle is not sitting in direct sunlight
  
• The bottle has not been sitting in an unusually hot location
  
• No Worm!
  

More information on how to identify great 100% Weber Blue Agave Micro Sipping Tequila can be found on our educational website www.TequilaRack.com

• Mothership site: http://www.TequilaRack.com
  
• Twitter: http://twitter.com/TequilaRack
  
• Facebook: http://www.facebook.com/#!/zarus?ref=profile
  
• Please try our Free CRT based Tequila Training course & tell us what you think: http://tinyurl.com/mul5cl
  

In the December 17, 2009 issue of Drinks International online magazine, the headline reads:

WHO plans global duty free liquor ban

The story goes on to say…

“The World Health Organization (WHO) has shocked the duty-free industry by proposing a global ban on duty-free liquor sales, a business which was worth $6.3bn last year.”

The proposal to slow down alcohol consumption was actually published in December of last year, but will finally get onto the WHO’s Executive Board agenda between January 18-23, 2010. The Board is made up of health ministers from 34 leading countries, and if it approves the proposal, it will be presented to the WHO’s full annual General Assembly in May 2010.

Keith Spinks, secretary general of the European Travel Retail Council (ETRC) believes that the proposal will pass the Executive Board and into the General Assembly that is made up of 193 governments, and warns, “If this goes though, it will be a disaster for the industry.”

Should the World Health Organization ratify this proposal, there is an upside.  According to Spinks, this proposal on liquor would not be “binding.”

“It is going to be up to each member country to decide whether to implement the proposal or not.” But, he adds, “My fear is that some countries will and some won’t, leaving us in a big mess.”

In 2005, the WHO tried to ban duty-free tobacco sales through its Framework Convention on Tobacco Control (FCTC). The FCTC was ratified by 165 countries worldwide, but has yet to be implemented by any country.

A quick review of the members of the World Health Organization may give a clue as to why.

Alcohol, Tobacco, and Tourism

All countries which are Members of the United Nations may become members of World Health Organization by accepting its Constitution.  So, which countries are members?

Australia, the Bahamas, Costa Rica, Dominican Republic, Egypt, Finland, Germany, Hungary, Italy, Mexico, Switzerland, UK, and the USA, to name just a few.  Most all of these countries have one or more international airports with duty free stores selling among other things, spirits, cigars, and cigarettes.

Not only do most of these member countries tout tourism as a major industry, but many also have their signature spirits (and cigars, in some cases) that define them.  Examples are rum from Barbados, limoncello from Italy, and of course, tequila from Mexico.

Where duty free merchants pay inventory/business or other taxes, customers usually pay none.  For these countries, tourism, and the profit made at duty free shops from alcohol and tobacco sales, is directly related to each other.

How much damage could the enforcement of this proposal do?

WHO vs. Patrón

As stated above, duty-free liquor sales from last year amounted to $6.3 billion in 2008.  That accounted for 17.2% of the total global liquor business according to the Drinks International article.

In the April 2008 issue of Impact Magazine, it states that Patrón tequila was also penetrating the travel retail sector overseas, long a key channel for high-end spirits but one in which tequila was underappreciated.  Patrón was aggressively growing its brand by sampling at very visible public relations events in key cities such as London, Athens, Hong Kong, Singapore and Sydney, all whose countries are members of the World Health Organization.

The Patrón Spirits Company, producers of Patrón tequila, claim on their website to be in over 100 countries and islands worldwide.  Given that there are only 193 members of the WHO, the chances are good that Patrón is available in the duty free stores of most of these member countries.

Assuming that the same 163 countries that ratified the duty free tobacco ban in 2005 also decided to ratify—and enforce–the duty free alcohol ban, the results could be devastating not just for Patrón, but also for Sauza, Brown-Forman (El Jimador brand), and Jose Cuervo, as well as all spirits suppliers, duty free retailers, and airports.

While it seems likely that the World Health Organization’s Executive Board will ratify the alcohol ban proposal, it seems unlikely that any countries will actually enforce it.

According to figures released by Herradura, the number of cases of tequila exported annually are…

1. US 11.5 million

2. México 7.5 million

3. Germany 450,000 

4. Russia 300,000

5. Canada 250,000

6. France 200,000

7. Greece 190,000

8. Japan 150,000.   

Of worldwide tequila production, Mexico bottles 33% while the United States bottles 51% as bulk mixto. 

However, figures released by the CRT (Consejo Regulador del Tequila) state that from January to October of 2009, there was a 19% drop in tequila production from 2008.  

A reporter for Excelsior Online recently commented in his column that despite Mexico’s economic drop of 7% during the recession, as of October 2009, sales of tequila have increased 10% over last year. While this columnist attributes the rise in tequila consumption to consumers trying to make the recession more bearable, others in the tequila industry are more optimistic about the future.

Juan Beckmann Vidal, president of Casa Cuervo, sees enormous worldwide potential in the exportation of the Spirit of Mexico, particularly into Asia.  He foresees the annual sales of 137 million liters of tequila to double in the next five years.

With the current instability of each country’s economy, it will be interesting to see what the final production figures are at the end of 2009.

By Andrew Cleary

Nov. 26 (Bloomberg) – Patron Spirits International, which outspent all other U.S. liquor brands on marketing last year, plans to grab more “blockbuster” billboards, ousting auto, phone and beer ads to catch up with tequila rival Jose Cuervo.

Patron, controlled by shampoo billionaireJohn Paul Dejoria, this year gained control of a 225-foot-tall billboard, New York’s largest, near Penn Station. Formerly held by AT&T Inc., the billboard says shoppers can “eliminate regifting” by buying Patron for their loved ones this weekend, the busiest of the U.S. Christmas shopping season. Clear Channel Outdoor Holdings Inc. says such a billboard can cost $1 million a year.

Chief Operating Officer John McDonnell said the third- biggest U.S. tequila maker is raising its marketing budget by 10 percent to secure similar billboards in the 10 biggest U.S. spirits markets. Sales of Patron, which costs between $40 and $500 a bottle, rose 10.6 percent in the year to Sept. 6, Chicago-based researcher Information Resources Inc. says.

Patron is “taking advantage of opportunities that haven’t been available in the past, like choice outdoor locations,” McDonnell said yesterday. “Increased awareness and exposure is very much attributable to our advertising.” Las Vegas-based Patron may pick up sites being vacated by automakers, he said.

A Patron ad replaced Heineken NV on a billboard above the I-93 expressway in McDonnell’s home town of Boston last year.

Heineken, which is cutting costs like advertising to stay profitable, saw U.S. sales of its Dutch beer plunge 12 percent by volume in the first half. Diageo Plc, the largest liquor maker and Cuervo’s U.S. distributor, cut its marketing spending by 9 percent in the year ended June 30.

Seagram Veteran

For Patron, “it is particularly smart to increase that spend,” said Tom Sebok, chief executive officer of advertising firm Young & Rubicam North America. “Those who are aggressive will get long-term dividends. Those who aren’t will have a much harder time clawing back in better times.”

Patron, which also owns Ultimat vodka, may buy more brands, McDonnell said. The veteran of Seagram Co. said the company has no debt, and declined to provide sales or profit figures.

Larger tequila rivals Casa Cuervo SA de CV and Fortune Brands Inc.’s Sauza, which both sell for less than Patron, saw their revenue decline 2.4 percent and 8.9 percent, respectively, while total U.S. liquor sales rose 1.6 percent over the same period, according to Information Resources.

Patron is also spending more to secure inside covers and pull-outs in magazines including GQ, Sports Illustrated, and Forbes, McDonnell said in an earlier interview in London. “You have to have these blockbuster positions,” he said.

The company generates 90 percent of its revenue in the U.S. and spent $50.9 million on advertising its tequila in 2008, more than any other liquor brand, Taylor Nelson Sofres Plc says.

READ MORE HERE: http://tinyurl.com/ydg8elj