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Tequila and More, Toronto, December 3
05 November 2010
I've been asked to lead a 'tutored tasting' at Toronto's first tequila expo, next month. This will be an opportunity to introduce people to both the world of tequila, and to Mexican culture. For many Canadians, tequila is still a relatively unknown and misunderstood spirit. That's about to change. And it's about time.
Some Canadians seem to have had one of those horrid experiences with too much bad tequila. Of course it could be any alcohol - scotch, vodka, gin - but we seem to remember it was tequila we were drinking that night we ended up hugging the toilet and donating the two-way meal ticket, or lying on the lawn desperately holding onto the grass while the world spun around you. Some of us have never gotten past that.
There are right now 1,200 registered brands of tequila on the market. Some of these are expensive, premium products that stand proudly with any of the world's premium spirits in quality, taste and production. Some are so amazingly good, they would bring tears to your eyes.
One of my fondest memories is tasting a tequila that had been sealed in an oak cask for five years and was opened only as our tour group assembled. We were in the distiller's dimly-lit basement bodega where his aging casks were stored, surrounded by hundreds of barrels stacked floor-to-ceiling, smelling richly of agave sweetness, in a small town in the highlands east of Guadalajara. The tequila was rich and aromatic, with rich butterscotch and chocolate overtones, and even now it makes me smile to recall the moment he pulled the cork out so we, a rarely privileged group of gringos, could sample it before anyone else in the world had that opportunity.
Sadly, in Ontario we are lucky if we see six brands on the shelf. Which is odd. The LCBO has such a wonderful selection of wines, and seems open to bringing in a wide variety of interesting products. But as far as tequila is concerned, it's still in the 1950s. Half of the tequilas on the LCBO shelf are usually mediocre mixtos I wouldn't rinse paint brushes in, let alone dump into a margarita. The remaining two or three 100% agave tequilas are usually middle-of-the-road, tending towards the average. Four Copas was a rare exception, but it's gone. That's six out of 1,200 brands.
And that's another problem: continuity. Consumers need to see the same brand on the shelf several times before they are assured it's here to stay. Nothing worse than buying a product, really liking it, then finding it's been discontinued after only a short time. That's been true of tequila ever since I became interested in it - more than 25 years ago - the only brands we see with any continuity are the mixtos that gave us that bad experience in our youth.
The Tequila and More event offers Canadians a chance to sample some of the finer tequilas, as well as some of the finer mezcals and maybe even a sotol. This sort of event happens in the USA numerous times a year and is usually well attended - and often sold out. Now it's time for Canadians to learn and appreciate. I encourage you to come out for the event.
Here's the press release:
Tequila is more than just a drink – it is an experience, a lifestyle, and a culture. Whether you are young or old, an experienced tequila connoisseur, or have never tried tequila in your life, there is something for everyone at Canada’s first and largest Tequila Tasting event.
The Tequila and More Tasting and Sampling Show, will offer Mexico’s top tequilas, Mezcal, Mexican beer, and authentic food at Metro Toronto Convention Centre, December 3, 2010 from 4-10 p.m.
Tequila lovers, newbies, and even those who live in abject fear of the drink, will have the perfect opportunity to discover that not all tequilas are created the same! Like wine and single-malt scotch, tequila tastes different depending on who makes it, the process used, and the growing environment of the Blue Agave (tequila’s defining ingredient).
Sip the finest Tequila and Mezcal!
The Tequila & More Show will finally give you the opportunity to taste some of the best tequila available without having to spend a fortune and gamble on the chance that you’ll like the taste. Serving premium bottles from all of the five types of tequila (blanco or plata, joven abocado or oro, resposado, anjeo, and extra anejo), some of the premium brands visitors can expect to sample include: La Pinta, Clase Azul Plata and Ultra, Herradura Resposado Tequila, Frida Kahlo Tequila, Sierra Reposado, Anjeo, Aha Toro, El Mayor, Los Arango and many more.
Tequila 101 Tutored Tasting
Ian Chadwick, host of the website In Search of the Blue Agave, will be leading a Tequila 101 Tutored Tasting. Whether you want to know how tequila is made, if you have to eat the worm, or how you can taste the differences in tequila, Ian will answer all of your questions and ensure you’re aware of all there is to know about tequila! Be sure to buy tickets for this session, (starts at 7:00pm) as there are limited spaces and they will go fast!
Music, Food and Margaritas!
If you are looking for the full Mexican experience, the tasting doesn’t end with tequila! You will enjoy Live Latin jazz music by the Reposadists, authentic Mexican food, and some of the best creative cocktails and margaritas from the Reposado bar Mixologists.
Win a trip to Mexico!
Buy your tickets online for a chance to WIN a 7-night all-inclusive trip for two to the Ocean Coral by H10 in the Riviera Maya, Mexico, courtesy of Sunquest!
When and Where:
The Tequila and More Tasting and Sampling Show is located at the Metro Toronto Convention Centre, North Building, Constitution Hall on December 3, 2010 and runs from 4-10pm. Tickets include: admission to the show, a tasting glass, 10 tasting tickets and an entertainment program.
Visit http://www.tequilaandmore.ca/ and use promo code “MEX10” for $5 OFF online tickets.
Admission Tickets:
At the door: $50
Online: $45
Online with Promo Code: $40
Tequila Tutored Tasting: $15 online
Groups of 10 or more: $35 (use promo code: GROUP)
Designated Driver: $30 (does not include sampling tickets)
Must be 19+ to attend, no infants or children are permitted.
Enjoy the show and DRINK RESPONSIBLY!
Some Canadians seem to have had one of those horrid experiences with too much bad tequila. Of course it could be any alcohol - scotch, vodka, gin - but we seem to remember it was tequila we were drinking that night we ended up hugging the toilet and donating the two-way meal ticket, or lying on the lawn desperately holding onto the grass while the world spun around you. Some of us have never gotten past that.
There are right now 1,200 registered brands of tequila on the market. Some of these are expensive, premium products that stand proudly with any of the world's premium spirits in quality, taste and production. Some are so amazingly good, they would bring tears to your eyes.
One of my fondest memories is tasting a tequila that had been sealed in an oak cask for five years and was opened only as our tour group assembled. We were in the distiller's dimly-lit basement bodega where his aging casks were stored, surrounded by hundreds of barrels stacked floor-to-ceiling, smelling richly of agave sweetness, in a small town in the highlands east of Guadalajara. The tequila was rich and aromatic, with rich butterscotch and chocolate overtones, and even now it makes me smile to recall the moment he pulled the cork out so we, a rarely privileged group of gringos, could sample it before anyone else in the world had that opportunity.
Sadly, in Ontario we are lucky if we see six brands on the shelf. Which is odd. The LCBO has such a wonderful selection of wines, and seems open to bringing in a wide variety of interesting products. But as far as tequila is concerned, it's still in the 1950s. Half of the tequilas on the LCBO shelf are usually mediocre mixtos I wouldn't rinse paint brushes in, let alone dump into a margarita. The remaining two or three 100% agave tequilas are usually middle-of-the-road, tending towards the average. Four Copas was a rare exception, but it's gone. That's six out of 1,200 brands.
And that's another problem: continuity. Consumers need to see the same brand on the shelf several times before they are assured it's here to stay. Nothing worse than buying a product, really liking it, then finding it's been discontinued after only a short time. That's been true of tequila ever since I became interested in it - more than 25 years ago - the only brands we see with any continuity are the mixtos that gave us that bad experience in our youth.
The Tequila and More event offers Canadians a chance to sample some of the finer tequilas, as well as some of the finer mezcals and maybe even a sotol. This sort of event happens in the USA numerous times a year and is usually well attended - and often sold out. Now it's time for Canadians to learn and appreciate. I encourage you to come out for the event.
Here's the press release:
Tequila is more than just a drink – it is an experience, a lifestyle, and a culture. Whether you are young or old, an experienced tequila connoisseur, or have never tried tequila in your life, there is something for everyone at Canada’s first and largest Tequila Tasting event.
The Tequila and More Tasting and Sampling Show, will offer Mexico’s top tequilas, Mezcal, Mexican beer, and authentic food at Metro Toronto Convention Centre, December 3, 2010 from 4-10 p.m.
Tequila lovers, newbies, and even those who live in abject fear of the drink, will have the perfect opportunity to discover that not all tequilas are created the same! Like wine and single-malt scotch, tequila tastes different depending on who makes it, the process used, and the growing environment of the Blue Agave (tequila’s defining ingredient).
Sip the finest Tequila and Mezcal!
The Tequila & More Show will finally give you the opportunity to taste some of the best tequila available without having to spend a fortune and gamble on the chance that you’ll like the taste. Serving premium bottles from all of the five types of tequila (blanco or plata, joven abocado or oro, resposado, anjeo, and extra anejo), some of the premium brands visitors can expect to sample include: La Pinta, Clase Azul Plata and Ultra, Herradura Resposado Tequila, Frida Kahlo Tequila, Sierra Reposado, Anjeo, Aha Toro, El Mayor, Los Arango and many more.
Tequila 101 Tutored Tasting
Ian Chadwick, host of the website In Search of the Blue Agave, will be leading a Tequila 101 Tutored Tasting. Whether you want to know how tequila is made, if you have to eat the worm, or how you can taste the differences in tequila, Ian will answer all of your questions and ensure you’re aware of all there is to know about tequila! Be sure to buy tickets for this session, (starts at 7:00pm) as there are limited spaces and they will go fast!
Music, Food and Margaritas!
If you are looking for the full Mexican experience, the tasting doesn’t end with tequila! You will enjoy Live Latin jazz music by the Reposadists, authentic Mexican food, and some of the best creative cocktails and margaritas from the Reposado bar Mixologists.
Win a trip to Mexico!
Buy your tickets online for a chance to WIN a 7-night all-inclusive trip for two to the Ocean Coral by H10 in the Riviera Maya, Mexico, courtesy of Sunquest!
When and Where:
The Tequila and More Tasting and Sampling Show is located at the Metro Toronto Convention Centre, North Building, Constitution Hall on December 3, 2010 and runs from 4-10pm. Tickets include: admission to the show, a tasting glass, 10 tasting tickets and an entertainment program.
Visit http://www.tequilaandmore.ca/ and use promo code “MEX10” for $5 OFF online tickets.
Admission Tickets:
At the door: $50
Online: $45
Online with Promo Code: $40
Tequila Tutored Tasting: $15 online
Groups of 10 or more: $35 (use promo code: GROUP)
Designated Driver: $30 (does not include sampling tickets)
Must be 19+ to attend, no infants or children are permitted.
Enjoy the show and DRINK RESPONSIBLY!
