Tomas Estes has been a leader, pioneer and visionary in the Tequila world for over three decades. He has opened nearly 20 Tequila bars in Europe and Australia, selling 8 million margaritas and introducing the masses to fine sipping Tequila. He and Carlos Camarena collaborated to produce the world’s first truly vintage Tequila – Ocho – a stellar Tequila which highlights the concept of terroir in agave spirits. In 2002, the National Chamber of the Tequila Industry named him the official Tequila Ambassador to Europe, making him one of only two Tequila Ambassadors in the world.

Tomas recently published “The Tequila Ambassador,” a thorough and wide-ranging book on his personal lifelong journey with Tequila. Tomás personal insights into the history, culture and production of Tequila is deep and unique. In the book, Tomas also lays out questions for the future of the Tequila industry. Experience Tequila has designed these events as participatory dialogues with Tomás regarding the future of Tequila.

This intimate conversation will be accompanied by an agave spirits tasting curated by Tomas and ET founder Clayton Szczech, to include multiple vintages of Ocho and other artisan agave spirits.

Tomas is making this trip on his own dime, and we are pricing these events at well below cost to encourage the degree of turnout that his visit deserves. All proceeds will go to reimbursing the costs of this rare  visit to Seattle and Portland.

$30 includes the presentation and dialogue, agave spirits tasting, snacks and gratuity for the service staff at Liberty and Casa del Matador. Online registration and pre-payment are required to avoid over-selling.

Seattle: Sunday May 12, 4-6pm 

Liberty (517 15th Ave. E.)

$30

Portland: Tuesday May 14, 6-8pm

Casa del Matador East (2424 E. Burnside)

$30

Tomas Estes has written an instantly classic tequila book that is indispensible to the library of any agave aficionado. Estes, a native of Los Angeles, has spent more than three decades getting to know Mexico and mastering agave spirits. Along the way, he has opened 17 pioneering tequila bars in Europe and Australia, co-founded Tequila Ocho and was named the Tequila Ambassador to Europe by the National Chamber of the Tequila Industry.

Estes’ distinctive voice comes through lucidly in this work. He’s warm, positive, enthusiastic, inquisitive and humble. If you have been lucky enough to meet him, you’ll feel like he’s right there with you. If not, you’ll wish you had.

Estes’ attitude towards his status as Ambassador is, characteristically, at once ambitious and humble: he sees himself (as well as fellow Ambassador – to the USA – Julio Bermejo) as an “Ambassador Maker,” creating other ambassadors throughout the world through education and advocacy. Indeed, Estes emphasizes the primacy of education (for consumers and industry alike) throughout the book.

Estes shares his platform (which he modestly calls a ‘notebook’ or ‘scrapbook’) with his peers, mentors, teachers and other industry insiders. The book contains 13 interviews, from the owners of Cuervo and Patrón to distillers, scholars and experts such as Jose Sandoval and Miguel Cedeño, who may be as yet unknown to the casual tequila fan. The interviews are distributed throughout the book between chapters on each step in the tequila production process, tequila’s history, notes on the village of Tequila and a bit about Oaxacan mezcal.

Anyone looking for a purist’s diatribe should move along. As befits an ambassador, Estes avoids taking controversial or overly strong stances. He truly wants the tequila category to be broad, diverse and accessible throughout the world. So he doesn’t demonize the mixto category or large-scale industrial production methods. On the contrary, he sees both as providing more points of access to the entire world of tequila. He does, however, state a personal preference for tequila production that is small in scale, natural in technique and slow in pace. He also strongly advocates for a “less is more” approach to filtration, a detail whose importance will escape the novice but excite the advanced tippler.

The book is consistently good and there is little or no fluff here. However, the history of the margarita, the Robert Denton interview, the discussion of terroir and the final section on the future of tequila really stand out.

Terroir is the concept, coming from wine, that the soil and climate in which the raw material (grapes, agave, etc.) is grown will be expressed in the final product. So, just as Pinot Noir grapes from France produce a wine with different characteristics than those grown in Oregon, blue agave from Jalisco’s Highlands produce a tequila profile distinct from that of the lower Valley regions. Estes is one of the people behind Tequila Ocho, which succeeded in putting to rest any doubts about tequila’s claim to exhibit terroir. Each year, a new vintage is produced by Carlos Camarena (the master behind El Tesoro de Don Felipe and Tapatío, among others) utilizing agave from a different Highlands ranch than the previous year. The finished product, while produced on the same equipment with the same yeast strain, is remarkably different each year.

Robert and Marilyn Denton were responsible for ushering in the wave of 100% agave sipping tequila in the US by importing Chinaco and El Tesoro in the 1980s. Estes’ interview with the Dentons is a fascinating look back to the birth at the US tequila boom, from the mouths of those who brought it to light.

While the Dentons were instrumental in bringing premium tequila to discriminating US drinkers, nothing has increased tequila’s popularity with the general public than the margarita. Estes’ bars have served over 8 million of the tart, salty concoction worldwide, and he takes us along for a ride on both sides of the border to research several versions of the drink’s origin. This is easily the most interesting and enjoyable telling of the margarita story we’ve ever read.

Each of the chapters on tequila production provide technical precision and nerdy details in abundance, while at the same time providing a thorough and understandable explanation for the novice or spirits generalist.

Readers with a long history or deep involvement in agave spirits may want to turn immediately to the final section: “The Future for Tequila,” as we did. If the lack of bold prognostication disappoints slightly, all the right questions are asked. Fundamental problems in agave production related to price instability, overreliance on chemical pesticides and the monoculture resulting from cloning as the exclusive method of reproduction are succinctly and intelligently introduced. Estes does make strong arguments for some specific policies. He cites successful examples in Europe and California in arguing for price controls and cooperative organization in agave farming. Maintaining his focus on education and category-wide advocacy, he calls for the National Chamber of the Tequila Industry to be beefed up, take on more of a leading educational role and bring in bar owners and experts as non-voting honorary members. In his view, both the state of Jalisco and the Mexican federal government should do more to promote tequila education, tourism and entry into emerging markets in Asia.

This book has moved immediately to the top of the stack and is highly recommended. Experience Tequila will be hosting participatory dialogues and tastings with Tomas Estes in Seattle and Portland in mid-May, 2013.

Los Altos (“The Highlands”) of Jalisco became a pre-eminent blue agave-growing and Tequila-producing region in the early twentieth century. In less than one hundred years, Highlands producers have gone from the new kids on the agave block to producing some of the finest and most in-demand spirits in the world.

The Highlands villages of Arandas, Atotonilco El Alto, Tepatitlan, Jesus Maria and others are found primarily between 5,000 and 7,000 feet above sea level. This altitude and resulting mico-climate, as well as the characteristic red soil with a high iron content, tend to produce agaves that mature slowly and have a high inulin content. There is a tendency (admitting many exceptions) for Highlands Tequilas to be fruiter and sweeter than their Valley counterparts. 

This tasting lineup will feature six Highlands Tequilas, which we will taste blind. It will include products which are new to market and that we will be debuting to Oregon.

The $40 fee includes a full tasting flight, presentation and tasting lesson, snacks and gratuity. As always, seating is limited and a sell-out is likely. Payments are non-refundable and non-transferable.

Registration for this event is closed. Contact us to be notified of future tastings and events. Salud! 

Thursday April 4, 2012 7pm-9pm at Cha Taqueria (305 NW 21st Ave.)

“False spring” is upon us in the Pacific Northwest: sun-breaks, cherry blossoms and the temptation to think that the rain is behind us. This shoulder season, with its promising glimpse of true spring combined with the remnants of winter’s damp darkness, seems the perfect time to focus on reposados.

Rested in oak for upwards of two months, reposados ideally balance the vivacious agave presence of blancos with the mellowing influence of white oak. The name of the game is balance, and reposado may just be the most difficult class of tequila to do well. We will sample some of the very best examples of the style and focus on distinct production regions, oak varieties and barrel types. You can expect some surprises in this lineup as well.

The $40 fee includes a full tasting flight, presentation and tasting lesson, snacks and gratuity. As always, seating is limited and a sell-out is likely. Payments are non-refundable and non-transferable.

 Tequila: A Traditional Art of Mexico. Ruy Sánchez, Alberto and de Orellana, Margarita (eds.) Smithsonian Books (2004).

Recommended for novices and aficionados alike. Mixing text with engaging graphics and montages, the book itself is attractive and artistic without compromising on information or facts. The book puts tequila in the context of Mexico’s independence and Revolution, while imparting all the necessary details of tequila production, though the idealization of the hacienda system is off-putting.

The Book of Tequila: A Complete Guide. Emmons, Bob. Open Court (1997).

This classic was perhaps the first comprehensive reference book about tequila. An excellent introduction for the novice, if you can get past the somewhat pedantic tone. The general information on the production, history and geography of tequila is solid, although the information on specific brands and distilleries is out of date. Includes tasting tips as well as food and drink recipes using tequila.

Tequila: The Spirit of Mexico. (Second edition).  Martinez Limón, Enrique. Abbeville (2004).

A good general overview of tequila with excellent photos. More a coffee table book than a reference work, it’s unique in that he author is willing to go on the record and review and rank dozens of tequilas. However, he doesn’t make his criteria clear and many of the brands reviewed have changed signifcantly since the book was published.

Tequila: A Natural and Cultural History. Valenzuela Zapata, Ana G. and Nabhan, Gary Paul. University of Arizona Press (2003).

A fascinating work from two botanists specializing in the study of agaves. Equal parts romantic paean to the spiritual and cultural power of tequila in Mexico, and fairly erudite horticultural science. The book is most interesting when focusing on the plagues and problems of the contemporary tequila industry, and the relationship between globalization and agave production.

Sunday, January 13, 2012 3pm-6pm at Cha Taqueria (305 NW 21st Ave.)

Due to popular demand, we are reprising December’s theme of añejo’s and extra-añejos, but we will feature six different  spirits this time around. So whether you were there or  missed out, join us!

Experience Tequila is honored to introduce Alejandro Nunez, Associate Tour and Events Coordinator (Jalisco – Southern California). Mr. Nunez is completely bilingual, bicultural and has a charming wit that’s endeared him to VIP tour clients since March of 2012.

Alex is a longtime tequila aficionado. He embarked on his journey of tequila discovery when he felt he was being misled by a vendor. At that time, he did not even know that tequila was made exclusively from the blue agave, much less the laborious process that tequila undergoes. Having been born and raised just 40 kilometers from Tequila, Jalisco, Alex felt a strong imperative to learn the intricacies of tequila.

Inquisitive by nature, he began researching online and found what he felt -and still feels- is the most comprehensive tequila website: In Search of the Blue Agave, created and maintained by Ian Chadwick. This was followed by on-the-ground research trips to distilleries for three years straight, where he continues to learn what makes tequila such a complex spirit. He has been greatly helped in this quest by tequila guru Rachel Nicholls-Bernyk.

Alex continues to balance his love of tequila with knowledge by keeping up on recent articles and frequent interactions with industry insiders. Alejandro Nunez is a true blue (agave) tequila aficionado, an invaluable member of the Experience Tequila team and also happens to possess a respectable collection of over 200 rare bottles of tequila

This Basic Mezcalier (Level 1) course contains in-depth information about mezcal production, certification, law, agaves, Domination of Origin etc- complete coverage of what mezcal really is. The course is participatory, limited to 30 participants and will include several mezcal tasting flights. Upon successful completion of the course (including an exam), attendees will be certified Level 1 Mezcaliers.

The course is sanctioned by CONOCER (Consejo Nacional de Normalizacion y Certificacion de Competencia Laborales), COMERCAM (Consejo Mexicano Regulador de la Calidad del Mezcal), the Conservancy of Mexican Gastronomy,  and the Pro Mezcal Culture Association.

The entire program consists of four ascending levels which need to be completed to attain the final title of Master Mezcalier.  This certification program is open to anyone interested in furthering their professional education about mezcal – the oldest distlled spirit of the Americas.

Seattle – Sunday Feb. 19 11am-3pm

Coa Tequilería (7919 Roosevelt Way NE)

$200 (includes lunch)

Email Barbara Sweetman to register.