A Twist on Tequila

Tequila can sometimes get a bad rap. Many people may not necessarily have the best of memories (or relationships) with tequila, thanks in no small part to spring break trips, college parties, and Cinco de Mayo celebrations. And who could forget Paul Reubens’ infamous bartop dance to The Champs’ “Tequila” in Pee Wee’s Big Adventure?

Peachy Nirvana (tequila, mezcal, Chile Ancho Liqueur, fresh lime juice, smoked maple syrup, ripe peach, and smoked serrano salt). Photo courtesy ©️Cocktail.Vision2021

But it’s really not fair to assign blame to tequila, when most often the bad memories come from bad choices, especially since tequila has proven time and again its ability to create complex, delicious cocktails. 

Tequila has begun to break away from its former reputation now that it's dominating bar menus around the world. According to the Distilled Spirits Council of the US, agave-based liquors like tequila and mezcal were the fastest-growing spirits category of 2022 and are now poised to overtake vodka as the best-selling liquor in the United States this year. Tequila exports reached a record $3.6 billion between January and October of last year. This is an increase of 34.1% over the same period in 2021, according to data from The Ministry of Economy and the Agricultural Markets Consulting Group. 

“The booming interest in both tequila and mezcal is really being driven by the spirits' deep-rooted heritage and tradition,” said Chris Swonger, president of the Distilled Spirits Council of the U.S. “America has such great affinity with Mexican culture; we clamor to go and eat Mexican food and tequila is very complementary to that.”

The art of the agave

There’s often a misunderstanding of what tequila actually is since it’s often used interchangeably with mezcal or other agave-based spirits. However, to be legally called “tequila” certain requirements must first be met. 

Similar to how scotch and bourbon are types of whiskey, tequila is a type of mezcal. Mezcal is the over-arching category of Mexican spirits fermented and distilled from several varieties of the agave plant. It is produced all over Mexico under various names and designations.

All tequila is mezcal, but not all mezcal is tequila. 

To be classified as tequila, the spirit must be made in one of the five specific regions of Mexico (Guanajuato, Jalisco, Michoacan, Nayarit, and Tamaulipas) and made from 51% blue agave (at minimum), whereas mezcal can be made from a wide variety of agave.

Mezcal is often classified as having a smokier flavor profile than tequila. 

“In my view, authentic tequila has a richness, complexity, and depth of flavor unmatched by other spirits,” said Juan Coronado with Mijenta Tequila.

But not all tequila is the same either.

Tequila made from agave that is grown in the valley will have a slightly different taste than tequila from agave grown in the highlands. In general, tequila from the valley will be bigger and bolder with herbal, floral, vegetal, citrus, and earthy aromatics and flavors. Tequilas from the highlands tend to be a bit softer, more delicate, and a tad bit sweeter. 

“Make sure you’re tasting your tequilas, because not every tequila is created equal,” said Ivy Mix (Leyenda) in a session for Tales of the Cocktail 2020. “If you’re passionate about your own unique tequila creations, really think about the different qualities and characters that tequila brings to your cocktails and you will be better set up and better prepared to make cocktails that way.” 

There are also two other agave-based spirits that fall under the umbrella of mezcal: bacanora (made from wild plants of agave pacifica) and raicilla (made from two varieties of agave—lechuguilla and puta de mula). Further complicating things is sotol, which is not made from agave but rather another succulent plant called desert spoon. 

“Spirits truly are an agricultural product,” said Mix. 

Trends in tequila

Tequila’s momentum can in part be attributed to the proliferation of celebrity-owned and endorsed brands, with everyone from George Clooney to The Rock to Kendall Jenner to Guy Fieri getting in on the action as the spirit’s popularity continues to soar. 

Le Pasion (Ilegal Mezcal Joven, creme de cacao, Lustau Amontillado Sherry, passion fruit syrup, and Topo Chico sparkling water). Photo Brynna Ringling (IG: @Brynna.Nic)

Another trend within the tequila market is the rise of unique flavored tequilas, according to Dimensional Insight. Fruit-flavored tequilas, such as lemon, lime, and grapefruit, are rising in popularity. These tequilas are designed to be sweeter and more approachable than traditional options, making them ideal for new customers who may previously have been intimidated by tequila’s bold reputation.

For the more experienced or adventurous tequila sippers, pepper infusions, such as jalapeños and ghost peppers, are also growing in popularity. 

Some tequila brands are also experimenting with more unconventional ingredients, such as rose, elderflower, and cucumber. These unorthodox flavors make them ideal candidates for craft cocktails as well as presenting new options for consumers who have grown weary of traditional brands. On the cocktail side of things, Ranch Waters are all the rage, as are Mexican Martinis, Palomas, and of course, the classic margarita. 

Teremana Two Step (Teremana Blanco, tonic, grapefruit bitters, and grapefruit). Photo courtesy Teremana

Check out the recipes below to help your menu put a new twist on tequila. 

“Agave has to be grown with respect, harvested with respect, fermented with respect, distilled with respect, aged with respect, and in the end, you will hopefully get a beautiful distillate that you yourself can drink and then you can put those into your cocktails,” said Mix. 

Ballet Of Eventide (Buenbicho Joven Mezcal Artesanal, sour apple liqueur, wheatgrass pineapple cold-pressed juice, fresh lemon juice, kiwi, and green chartreuse rinse). Photo courtesy ©️Cocktail.Vision2021

Cheers!

Mix Up Your Bar Program

Are you hoping to up your bar game in 2024? Don’t miss these beverage-centric sessions at Catersource + The Special Event 2024 (February 12-15 in Austin, TX): 

Photo courtesy Kathleen Stoehr

Margarita Tres Capas

Recipe courtesy Ryan Manning 

Yield: 4-5

Ingredients

5 oz Classic Margarita (recipe below)
1 oz Tepache Pineapple (recipe below)
1 oz red sangria foam (recipe below)

Method

Ingredients for Margarita Classico 

5 oz tequila blanco 
3 oz triple sec
16 oz water
6 oz fresh lime juice (zest first and save zest for service)
2 oz granulated sugar

Method

Ingredients for Tepache Pineapple

1 ea. pineapple (skin and core removed, small diced)
4 oz brown sugar
¼ oz cinnamon, ground 

Method

Ingredients for Sangria Foam 

Red wine sangria (store bought)
5 drops Wonder Foam 

Method 

La Paloma 

The details of the paloma’s origin are a little murky. Unlike many classic cocktails, which predate Prohibition, the paloma didn’t arrive on the scene until after 1938, when Squirt was first invented in Phoenix, AZ, according to Texas Monthly. It’s unclear how or when the paloma got its name, which is Spanish for “dove.” Some say it could have been confused or exchanged for pomelo, Spanish for “grapefruit,” as the spellings are similar. 

Recipe and image courtesy ©️Cocktail.Vision2021

Yield: 1

Ingredients

2 oz Tequila Espanita
1 oz grapefruit juice
½ oz lime juice
½ oz cardamom infused maple syrup 
2 dashes grapefruit bitters
1 ½ oz red grapefruit ginger beer
Garnish: fresh grapefruit and curry leaf

 Method

Memories of Futures Past

Recipe and image courtesy @Cocktail.Vision2020

Ingredients

1 ½ oz tequila
½ oz Mezcal
½ oz Amaro Ramazzotti
1 ½ oz Agave Paloma Mix
1 oz fresh grapefruit juice
½ oz fresh lime juice
Rosemary sprig
Pinch Hickory Smoked Salt

Method