Orange, lemon tequila launched
Story by David Agren
Tequila has always come in two colors: white and gold, and without added flavoring, leaving it to consumers to jazz up Jalisco's famed firewater with the mix of their choice - although some drinkers would simply down the spirit straight. Industry changes though could revolutionize the way tequila is consumed.
The Guadalajara-based Consejo Regulador del Tequila (CRT) relaxed some of its production rules on March 7, allowing distillers to produce several new types of beverages, including flavored tequilas. Previously, producers would age their tequilas in different types of barrels and use advanced distilling techniques to tweak the flavor, but the end product never included added ingredients (with the possible exception of coloring). That, however, is about to change.
This week, Casa Herradura, an Amatitan, Jalisco distiller, introduces Sauve 35, a flavored tequila meant for mixing in cocktails and martinis.
Made from 100 percent agave, Sauve 35 has two flavors: orange and lemon, and a 35 percent alcohol content. A Casa Herradura spokesman said Sauve 35 should compete favorably with the spate of flavored rums and vodkas, which have been successfully introduced in recent years. Several competitors are expected to follow Casa Herradura's lead, including industry giants Suaza and Jose Cuervo.
David Ozgo, an economist with the Distilled Spirits Council of the United States figured flavored tequilas would be well received due to the burgeoning market for flavored spirits.
"It's a fast-growing segment," he said. The flavor options for tequila distillers, though, would be somewhat limited.
"Tequila obviously has more of a distinct flavor than vodka or rum, but it's not quite as overpowering as a Bourbon or Scotch," Ozgo explained.
Previously, tequila fell into four categories: Blanco (white), Joven (gold), Reposado (rested) and Añejo (aged). Along with flavored tequila, a new extra-aged category was introduced.
With tequila's popularity surging - especially in foreign countries - Ozgo said it was natural for the CRT to establish new product categories.
"I would suspect that while tequila is a fast-growing product, it competes with all other spirits," he said.
From the Guadalajara Reporter, March 11, 2006
Tequila has always come in two colors: white and gold, and without added flavoring, leaving it to consumers to jazz up Jalisco's famed firewater with the mix of their choice - although some drinkers would simply down the spirit straight. Industry changes though could revolutionize the way tequila is consumed.
The Guadalajara-based Consejo Regulador del Tequila (CRT) relaxed some of its production rules on March 7, allowing distillers to produce several new types of beverages, including flavored tequilas. Previously, producers would age their tequilas in different types of barrels and use advanced distilling techniques to tweak the flavor, but the end product never included added ingredients (with the possible exception of coloring). That, however, is about to change.
This week, Casa Herradura, an Amatitan, Jalisco distiller, introduces Sauve 35, a flavored tequila meant for mixing in cocktails and martinis.
Made from 100 percent agave, Sauve 35 has two flavors: orange and lemon, and a 35 percent alcohol content. A Casa Herradura spokesman said Sauve 35 should compete favorably with the spate of flavored rums and vodkas, which have been successfully introduced in recent years. Several competitors are expected to follow Casa Herradura's lead, including industry giants Suaza and Jose Cuervo.
David Ozgo, an economist with the Distilled Spirits Council of the United States figured flavored tequilas would be well received due to the burgeoning market for flavored spirits.
"It's a fast-growing segment," he said. The flavor options for tequila distillers, though, would be somewhat limited.
"Tequila obviously has more of a distinct flavor than vodka or rum, but it's not quite as overpowering as a Bourbon or Scotch," Ozgo explained.
Previously, tequila fell into four categories: Blanco (white), Joven (gold), Reposado (rested) and Añejo (aged). Along with flavored tequila, a new extra-aged category was introduced.
With tequila's popularity surging - especially in foreign countries - Ozgo said it was natural for the CRT to establish new product categories.
"I would suspect that while tequila is a fast-growing product, it competes with all other spirits," he said.
From the Guadalajara Reporter, March 11, 2006
posted by David Agren @ 13:51
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