No matter how great your brand is, building a spirits company requires a lot of time out in the field, spreading our message to all of those involved with its success. With Tanteo, this is a simple message: Tanteo makes it easy to spice up your margarita. I say this message 25 times a day when out in the field, working with our distributor partners and visiting great bars, restaurants, and spirit retailers across the country. I have learned a few things spreading this message, and I wanted to share some of them below.
Tequila season is finally here and I have been on the road selling Tanteo Jalapeño Margaritas day in and day out as we get ready for patios, sunshine, swimsuits and all the other fun that is to come in the next 6 months. March, April, and May are the busiest months of the year for Tanteo Tequila because this is when most bars, restaurants, and hotels change their cocktail menu from whisk(e)ys and other cold weather sippers to fresh Spring and Summer refreshers (hence the delay between posts). With that in mind, I thought I would elaborate on my last post where I touched on the basic anatomy of a cocktail.
One of the most influential speeches I have ever heard on the making of cocktails came from Brian Van Flandern. During the 2009 New York Bar Show, Van Flandern spoke about the anatomy of cocktails. He expressed that every good cocktail is the balance of three basic components: the alcohol, the sweetness, and the sour or bitterness. The Margarita, and specifically for this post, the Tanteo Jalapeño Margarita, is true to this formula.
While at Tacos and Tequila in Las Vegas two weeks ago, I had a conversation with manager Anthony Alba, about the correct way to make a margarita. We have had our signature variation of the Tanteo Jalapeño Margarita since 2010 and I must admit, I am a little stuck in my ways. Our recipe contains 2 oz. of Tanteo Jalapeño Tequila, 1 oz. of Fresh Lime Juice, and ¾ of an ounce of Agave Nectar. This recipe was selected after countless tests at Casa Tanteo. These tests included all of the classic margarita modifiers like orange juice, Combier™ Triple Sec, Grand Marnier™, Cointreau™, and Solerno Blood Orange Liqueur™.
I missed posting last week as I was out in Las Vegas doing a week of work-withs alongside a distributor partner, Wirtz Beverage Nevada. Over the years, I have found work-withs to be the most effective way to spread the Tanteo message and personally meet bar managers, owners, bartenders, barbacks, servers, liquor store owners, sommeliers, store clerks, and all of the great individuals at the distributor tier connects us with. Our work with days consist of selling Tanteo together, building relationships, and having a good time. Today I wanted to help explain work-withs to those unfamiliar with the spirits business and give a few pointers I have picked up along the way.
This past Monday, we celebrated Tanteo Founder’s Day - a day that commemorates the life of Jonathan Rojewski. Jonathan was a good friend, the creator of the Tanteo brand and my former boss here at Tanteo. In typical Tanteo fashion, we celebrated his life by imbibing some Tanteo Jalapeño Margaritas at Añejo Tribeca in New York City. Here are a number of photos from the event. Today I would like to reflect on Jonathan, share a couple of essential practices he taught me, and show how Tanteo is keeping his legacy alive.
Chivas Regal Master Blender Colin Scott once compared his role of making scotch to that of the conductor of an orchestra: “the musicians may change but the tune is always the same.” While this example may be a little high brow for a Tequila company, and I do always feel strange being called a Master Blender when photos of me like this are leaked out.
There was a creative campaign by Belvedere a few years back that states “Maceration is Perfectly Natural”. While clever, provocative, and catchy; it is also true. This is the essence of making the macerates that make Tanteo Jalapeño Tequila- we put tequila and peppers together and let nature do the work. As I mentioned in the last post, getting the right peppers to the distillery is very important in creating the final product, as quality ingredients make quality tequila.
Well, as I mentioned in my first post, we got a lot of catching up to share all the things we have done over the years to make Tanteo the leader in 100% Agave Infused Tequilas. I thought I would start today by writing about the sourcing of Jalapeños we use to make Tanteo Jalapeño Tequila. For this, I want to introduce you to Ernesto de Alba, my right-hand man down in Tequila, Mexico. Below is a photo of Ernesto and me at a bullfight in Guadalajara a few years ago (sorry for the guy’s bum in the background).
Well, we are a little late to the game, but welcome to the first of many posts on Beyond Ordinary Tequila, the Tanteo Blog (people still use the word blog right?). For this post, I wanted to let people know a little about me, as well as my hopes for Beyond Ordinary Tequila, as we do a better job of telling the Tanteo story.