Tequila drinking on the rise
!JUST ANOTHER TEQUILA SUNRISE!
Tequila (Spanish pronunciation: [teˈkila]) or as the Americans say…Ta kill ya!
Tequila is the distilled beverage made from the blue agave plant, primarily in the area surrounding the city of Tequila, in the highlands (Los Altos) of the north western Mexican state of Jalisco.
Tequila is the smoooooooooth drink that is now taking the world in a whole new direction. From the pueblo of San Pancho where you can find Roberto’s Bungalows it’s a two and a half hour beautiful drive up highway 200 through the jungle of the Nayarit coast into the farmlands into Tequila.
I drove through Tequila a few years ago and it was a beautiful site, as it reminded me so much of the Napa Valley. The rows of the Blue Agave plants are everywhere the flat lands and up and down the mountains just as the rows of the grapes are in the Napa Valley. The city itself was beautiful and spotless. I have friends who have restaurants in the United States who come down and pick their special barrels of Tequila for their customer’s enjoyment. Tequila is becoming the new sipping drink of the elite and tasking it in a whole new direction. The tequila drinker of the past was the one who did the salt, shoot and bite the lime drink over and over until they passed out is looking like a thing of the past. The tee shirt that comes to mind when talking about Gringo drinking tequila in Mexico is “One tequila, two tequila, three tequila… FLOOR”.
The new smooth tequila is fast becoming the NEW drink of the stars. Justin Timberlake has partnered with Sauza tequila to launch Sauza 901 a super-premium tequila, which bears the numbers of Timberlake’s hometown area code in Memphis, Tennessee. The brand will have a presence at Justin Timberlake’s world tour, The 20/20 Experience, with a Sauza 901 bar at every show.
Justin Say’s “My love for tequila began a few years ago after I visited the tequila heartland of Jalisco, Mexico, and saw the passion and craftsmanship that goes into every bottle,” “That trip inspired me to create 901”.
Sean (Diddy) Combs is another Star on the run to make Tequila the next expensive sipping drink.
Diageo and Combs Wine & Spirits have formed a 50-50 joint venture to acquire DeLeón – which can sell for more than $1,000 a bottle – for an undisclosed sum.
Diageo said DeLeón will boost its share of the “ultra premium” tequila market, which includes brands that sell for more than $40 a bottle. Diageo also has another upmarket tequila, Don Julio. Both DeLeón and Don Julio sit at the higher end of the price scale compared to Jose Cuervo, which Diageo stopped distributing in the US in July.
DeLeón has five variants, varying in price from $120 to more than $1,000, and is popular among US musicians and in Hollywood, the drinks company said.
So my suggestion is if you are paying $1,000 dollars for a bottle of Tequila you better sip it. I’m not sure if this is the tequila you should be making frozen Margarita’s out of. So as I see it the days of slamming Tequila are reserved to the crazy American who hasn’t quite got the message yet. Which living down here I can say it probably won’t change much for the tequila drinking vacationing youngsters enjoying throwing up and hanging out with the toilet bowl as your date for the evening for Spring Break each year, or the parents who find that an all inclusive stay gives you a free pass to all the tequila you can drink and we are not talking Justin’s or Diddy’s top of the line tequila.
I think it’s time to book a vacation to Roberto’s Bungalows while you can still get a sip of tequila for free with a trip to Tequila with Earl and Jane and we can be your designated drivers and you can sip your way through a beautiful day in the beautiful City of TequilA and buy a couple of bottles while you can still afford it!