Jim Riley (Azunia Tequila) on 5th Anniversary of ET

Experience Tequila launched in December, 2008. To commemorate our fifth anniversary, we asked friends and colleagues for their comments or reflections on our first five years. We will post the comments over the course of several months.
We’ve been fans of Azunia Tequila since trying it at the Spirits of Mexico Festival around 2009. Owner Jim Riley is part owner of this delicious and under-rated tequila, as well as an off-road truck racer. Jim is a tequila  fan first and foremost, and was responsible for bringing Amatitán’s classic Tequila Regional into the US. Thank you, Jim, for your kind words!

“I have known Clayton and his Company “Experience Tequila” for several years now. Although I have always viewed him as one of the industry experts and one of the few people that are truly passionate for tequila. It was not until a recent trip to the Pacific Northwest did I realize how widespread his effect actually was. In an area where tequila is emerging through the efforts of few boutique brands, Clayton is well known as the main authority on tequilas. His tours are have an excellent reputation as being educational and fun. It is our goal to utilize Experience Tequila more in the future as we continue to grow our own line of tequila.

Congratulations on 5 years of spreading the word about Tequila and the beauty of all that Mexico has to offer. As a producer of a boutique tequila, we sincerely appreciate your efforts to bring guests to a wonderful country filled with the finest people. Salud!”

-Jim Riley, Founder,  Azunia Tequila

Jim Riley made Clayton's day in 2013 by introducing him to basketball legend, Portland favorite, and Azunia co-owner Bill Walton.
Jim Riley made Clayton’s day in 2013 by introducing him to basketball legend, Portland favorite, and Azunia co-owner Bill Walton.

 

This testimonial is part of a series marking Experience Tequila’s fifth anniversary. If you would like to submit your own, we would love to hear from you! Simply email us. 

Kristina Schulte (Casa del Matador) on Fifth Anniversary of ET

Experience Tequila launched in December, 2008. To commemorate our fifth anniversary, we asked friends and colleagues for their comments or reflections on our first five years. We will post the comments over the course of several months.
Casa del Matador, in both Portland and Seattle, has hosted many of our scores of tasting events over the past five years. We’ve working more closely with Kristina Schulte at Portland’s East Burnside location than with anyone else, and she is a true tequila lover and consummate professional. Thank you Kristin and Casa del Matador for accompanying us on the first five years of our tequila journey!

“Casa del Matador Restaurant and Tequila Bar has had a professional relationship with Clayton and Experience Tequila for years. When I first moved to Portland to take over managing this restaurant I was told by many people that Clayton was the go-to-guy for tequila in Portland. We are extremely lucky to have Clayton as a contact in the tequila industry and I now consider him to be the go-to-guy for tequila in general. His passion and dedication to what he does is apparent the moment he begins speaking about the history, production and traditions of tequila. He has conducted educational meetings and tastings here which have reignited our desire to learn and really get involved in the intricacies of each tequila we carry. I’ve worked in the tequila industry for nearly 9 years and always learn something new when I talk to Clayton. I will continue to utilize Experience Tequila as a resource and recommend his services to anyone who has the desire to learn more about such a noble and complex spirit such as tequila.

Congratulations to Clayton and Experience Tequila for 5 years of educating, sharing and enriching the tequila industry with your wealth of knowledge. May you continue to celebrate your success in the years to come. Thank you for your invaluable contributions to our staff and the spirits industry.”

-Kristina Schulte, Casa del Matador East Burnside

This testimonial is part of a series marking Experience Tequila’s fifth anniversary. If you would like to submit your own, we would love to hear from you! Simply email us. 

Casa Noble on 5th Anniversary of ET

Experience Tequila launched in December, 2008. To commemorate our fifth anniversary, we asked friends and colleagues for their comments or reflections on our first five years. We will post the comments over the course of several months.
Casa Noble is s huge favorite among tequila fans, and truly committed to tequila education. Their organic and sustainable agave program and meticulous blending from new French oak barrels make them truly unique in the industry. Founder Jose “Pepe” Hermosillo and Vice President David Yan were some of our earliest supporters. Thank you, Casa Noble!

“It is fantastic to see a company/person with such passion for tequila. Experience Tequila has taken the time to learn and do things correctly, extending the knowledge of tequila.

Our great respect for Clayton, congratulations on a fantastic job in teaching about tequila and its culture.”

-Jose Hermosillo, Casa Noble

Clayton and Dave Yan
With David Yan at one of our countless visits to Casa Noble.

“Experience Tequila provides an unparalleled learning opportunity that connects people with the culture, people and brands that make Tequila such a unique and fascinating industry. Immersing visitors into a total experience that includes the history, production and people that help make Tequila such a unique product, helps provide an unforgettable journey that would otherwise be impossible for an individual to acquire.

Our deepest gratitude to Experience Tequila supporting Casa Noble in such a professional, authentic way. The privilege of hosting hundreds of his guests throughout this 5 years has given us the chance to generate and develop many invaluable relationships, thanks to the possibility of sharing the full Casa Noble Experience, where we immerse every person into a journey of the senses: the chance to see, hear, taste, smell and feel every single aspect of how we make our handcrafted luxury tequilas. Your collaboration also extends beyond borders, helping spread the Casa Noble experience in dozens of tastings, pairing dinners and seminars across the USA. Thank you SO much for your invaluable and continuous help.”

-David Yan, Casa Noble

 

This testimonial is part of a series marking Experience Tequila’s fifth anniversary. If you would like to submit your own, we would love to hear from you! Simply email us. 

Emilio Ferreira (Tequilas El Buho) on 5th Anniversary of ET

Experience Tequila launched in December, 2008. To commemorate our fifth anniversary, we asked friends and colleagues for their comments or reflections on our first five years. We will post the comments over the course of several months.
Emilio Ferreira Ruiz is the proprietor of one of the best tequila store in the world – El Buho, in Tlaquepaque, Jalisco. El Buho isn’t a must-visit site for tequila aficionados solely for the vast selection. People from all over the world come to El Buho, again and again, because of Emilio. He is a chemist by training, with a deep understanding of production processes. He is honest, ethical and fair with his customers. But most of all, he loves tequila! His passion for tequila knowledge is equal to that of our most hardcore guests. We are honored to call Emilio a friend and teacher.

“Experience Tequila has been one of the key factors in making Tequila known as an excellent beverage. Their tours to distilleries and other sites are very professional. Experience Tequila’s visits to El Buho have helped me expand my knowledge of tequila, as we have very interesting conversations with Clayton’s visitors – sharing our perspectives on quality, process, history, master distillers and other topics.

For me it’s an honor to know Clayton. He’s an excellent person and so his project couldn’t be any less. Congratulations, Clayton, on the fifth anniversary of ET. I am sure there will be many more years and successes in any project you develop. Cheers!”

-Emilio Ferreira Ruiz, Tequilas El Buho

El Buho

 

 

 

This testimonial is part of a series marking Experience Tequila’s fifth anniversary. If you would like to submit your own, we would love to hear from you! Simply email us. 

December 2014 Update on Mezcal Norm Revisions

What Next for the Mezcal Norm?

by Clayton J. Szczech, December 8, 2014
This is an addendum to a three article series on proposed changes to the Mezcal Norm. Please read the third, second and first parts for background. 

The first Encuentro Nacional de Mezcal took place in Morelia, Michoacán on the last weekend of November. Dr. Hipócrates Nolasco, President of the newly renamed Consejo Regulador del Mezcal (CRM – formerly COMERCAM) offered a presentation on the history of the mezcal’s Denomination of Origin (DO) and regulatory Norm, critiques of the current Norm, and the substance of the current “consensus” Proposal to revise the same. (CRM has also published the official English translation of the Proposal.)

 The Long, Winding Path through Bureacracy

Proposed revisions to any Official Mexican Norm (NOM) must pass through the Secretariat of the Economy’s Directorate General of Norms (DGN). Typically, these proposals are made to the DGN with standardized paperwork, in which the new text is proposed. However, in this case, the proposed changes are of such a radical nature (“a surgical makeover,” as Dr. Nolasco put it) that the generic forms aren’t adequate, and CRM has submitted  a 140-page document explaining and justifying the Proposal.

Once the DGN has thoroughly reviewed the document, they’ll create a consultative council, to include various federal agencies that would be affected, including PROFECO (the federal consumer protection agency) and Hacienda (the equivalent of the IRS). That council will review and may revise the Proposal, and the resulting document will be subject to a public comment period. Following any further revisions, the next version will be published in the Official Gazette (Diario Oficial – similar to the US’s Congressional Record), and subject to another public comment period.

Clearly, it will be crucial to be aware of these public comment periods. Ultimately, the new Norm will have to be approved by the Legislature. CRM is committed to bringing the Proposal to the Legislature without the backing of any particular political party, though Dr. Nolasco did say that if things get bogged down, they may have to re-think that. It’s also worth noting that CRM has provided their document to both the Tequila Regulatory Council (CRT) and the National Chamber of the Tequila Industry (CNIT).

Holograms and Lingering Concerns

Dr. Nolasco explained that in the new system, every bottle of certified mezcal will have a hologram affixed to it, which the consumer can use to access in-depth production details online. In fact, the CRM site already has a search engine that can be used to get a general idea of how much any particular brand is producing, based on the number of official seals issued by CRM.

Several comments from the audience illustrated that concerns remain over the scope of the Denomination of Origin, as well as the composition of the three classes of mezcal being proposed by CRM. Regarding expanding the DO beyond the current eight states, Dr. Nolasco made it clear that CRM is in favor of both expansion and, eventually, an AVA-style system of regional labeling at the municipality level. Either or both would require federal legislation distinct from the current proposal.

Erick “Almamezcalera” Rodriguez repeated his concerns that the “ancestral” class of mezcal in the Proposal would in fact exclude some undeniably traditional mezcal producers. Specifically, he explained that mezcaleros in San Luís Potosí and Zacatecas do not use bagazo (agave fiber) in either fermentation or distillation, which would exclude them from “ancestral” classification, despite meeting every other criterion. This is similar to the issue raised in June by traditional mezcal producers from Michoacán, who wouldn’t be considered “ancestral” due to their use of copper alembic stills (see my June update for details).

Please continue to check here, or on Experience Mezcal’s Facebook page for updates on this important process.

 

 

 

Onward Together! with Sanzekan Mezcal

Solidarity with the Future of Mezcal

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Experience Mezcal is working with Sanzekan Mezcal to support their program of mezcal “Solidarity Bonds.” Sanzekan Tinemi (“Onward Together,” in the Nahuatl language) is a 24-year old cooperative of indigenous people from Guerrero state’s central foothills region around Chilapa de Álvarez. They are dedicated to their people’s economic and social development through the sustainable use of natural resources.

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Mezcal is a fundamental part of their traditional culture, and over twenty maestros mezcaleros are among their members. They produce excellent mezcals from the wild “papalote” (Agave cupreata), which they reforest thousands of each year. Unfortunately, the current mezcal boom is not primarily benefitting traditional producers using sustainable practices. Times are extremely tough in Guerrero, and there is great pressure from outsiders to speed up the traditional process at the expense of quality. For these reasons, Sanzekan is launching a “Solidarity Bond” program.

Statement from Sanzekan Mezcal

Neither maguey nor mezcal have any point without our people and our culture. That’s why we ensure that the proceeds from our products make it back to the communities that are preserving their heritage.

Mezcal Sanzekan, the collective brand of mezcal from Guerrero’s central mountain region, personifies the traditions of mezcal country. We take good care of our natural resources to ensure a sustainable product. Today, Mezcal Sanzekan takes on the task of showing our own people and others how commitment and love of the land can bear fruit. Mezcal has the ability to create human connection, sparked by the passion and dedication of everyone who participates in it. The proceeds of these Solidarity Bonds with serve to strengthen the mezcal producers in our organization. Stand in solidarity with mezcal culture and become a part of the Mezcal Sanzekan project!

What are Solidarity Bonds?

Sanzekan will be issuing 200 Solidarity Bonds for certified mezcal and 200 solidarity bonds for non-certified mezcal. Each Bond is worth one liter of mezcal, to be redeemed after production and resting / aging in glass, as is traditional.

Certified Mezcal Solidarity Bond

Cost: $65 / liter

This mezcal is certified by COMERCAM, mezcal’s regulatory body. It may be sold in commercial establishments. 

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  • The bond holder’s mezcal will be rested in glass in Sanzekan’s aging cellar, in a dedicated space bearing the bond holder’s name.
  • The mezcal will be matured in the cellar for two years, and then delivered to Chilapa de Alvarez or Mexico City.
  • The mezcal will be bottled and labeled under the Sanzekan brand.
  • The bearer will have access to the cellar (one week’s notice required).
  • The bearer will receive a ficha técnica (“spec sheet”) for their mezcal.
  • The bearer will receive photos of their mezcal being produced.
  • The bearer will be able to visit the distillery of their maestro mezcalero (one week’s notice required).
  • The bearer may choose from one of the following maestros mezcaleros: Refugio, Ciro, or Lorenzo.[/bulletlist]

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Non-certified Mezcal Solidarity Bond

Cost: $ 40 / liter

This mezcal is NOT certified by COMERCAM, mezcal’s regulatory body. It may NOT be sold in commercial establishments. It is of the same quality as the certified mezcal. 

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  • The bond holder’s mezcal will be rested in glass in Sanzekan’s aging cellar, in a dedicated space bearing the bond holder’s name.
  • The mezcal will be matured in the cellar for two years, and then delivered to Chilapa de Alvarez or Mexico City.
  • The mezcal will be bottled and labeled under the Sanzekan brand.
  • The bearer will have access to the cellar (one week’s notice required).
  • The bearer will receive a ficha técnica (“spec sheet”) for their mezcal.
  • The bearer will receive photos of their mezcal being produced.
  • The bearer will be able to visit the distillery of their maestro mezcalero (one week’s notice required).
  • The bearer may choose from one of the following maestros mezcaleros: Refugio, Ciro, Lorenzo, Tomás, Benigno, Faustino, Antonio, Lucino, Silvestre, Amancio.

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Minimum Purchase

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  • The minimum purchase is 3.75 Bonds (per maestro mezcalero), as the smallest glass carboy used for aging is 3.75 liters (approximately one US gallon).
  • Minimum certified Solidarity Bond purchase $243.75
  • Minimum non-certified Solidarity Bond purchase $150

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Payment

 

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  • Experience Mezcal is taking payment for Sanzekan Solidarity Bonds in the US, in order to support Sanzekan. We are not making a profit, but have added a 5% processing fee to the original price to cover bank fees. This fee is included in the pricing above.
  • Experience Mezcal will email a scan of the physical Bond, and mail the originals as soon as is feasible.
  • Experience Mezcal can take receipt of matured mezcal in Mexico City, where it will be held for Bearer.
  • Experience Mezcal will work with bearers to get their mezcal to the US, but there will be a fee for this service.
  • We are pleased to announce that the Solidarity Bonds for the US have sold out! Thank you all for your support.

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We are excited to support Sanzekan and offer our friends in the US this opportunity. If you have any questions, please write us.

On the Tequila Trail (Sunset Magazine, November 2014)

“Clayton had been leading private tasting trips on his own since 2008, but recently he teamed up with an established tour operator out of Los Cabos to help handle the million and one logistical challenges of running vanloads of day-tasters through a foreign country. His Spanish was crisp and flawless, almost lyrical, and his tight connections in the tequila world would open many doors for us. Dirt roads too.”

Click here to read the original article in its entirety.

More Experience Tequila media coverage.

German Gonzalez on 5th Anniversary of ET

Experience Tequila launched in December, 2008. To commemorate our fifth anniversary, we asked friends and colleagues for their comments or reflections on our first five years. We will post the comments over the course of several months.
Germán González needs no introduction to tequila aficionados. His family is the reason the state os Tamaulipas is included in tequila’s Denomination of Origin region. Germán was at the helm of Tequila Chinaco when that brand was among the vanguard of 100% agave tequila entering the US in the early days. He now has his own brand of Tequila – T1 – “made by friends, for friends.” Germán is most definitely a great friend, as well as a true maestro.

“Over the last few years the tequila category has come of age. Many new tequilas of various types and differences have emerged. Clayton and Experience Tequila have helped aficionados, and non-aficionados understand the explosion of brands and provided an outlet to gain information on tequilas – – specific brands and general trends.

Clayton, I know that launching a new and independent business is really difficult, even more so outside of your country and in a foreign language. But forget about that, you deserve even greater congratulations because you are doing it in the world of tequileros, and I know that is not easy. Many congratulations on your fifth anniversary.”

-Germán González Gorrochotegui, T1 Tequila

German Gonzalez and Clayton Szczech enjoying some vintage Chinaco green label.
German Gonzalez and Clayton Szczech enjoying some vintage Chinaco green label.

This testimonial is part of a series marking Experience Tequila’s fifth anniversary. If you would like to submit your own, we would love to hear from you! Simply email us. 

5 Things to Know About Tequila (KOMO Seattle, August 2014)

“So what does a rookie to the world of good tequila need to know before leaving behind the world of salt, lime, and slamming a shot, for the high-quality sip? After listening to tequila expert Clayton Szczech of Experience Tequila preview his Tequila 101 class…and drop some additional agave knowledge, here is a taste of important tequila information…”

Click here to read the original article in its entirety.

More Experience Tequila media coverage.

 

Jackie Moffett (NW Tequila Fest) on 5th Anniversary of ET

Experience Tequila launched in December, 2008. To commemorate our fifth anniversary, we asked friends and colleagues for their comments or reflections on our first five years. We will post the comments over the course of several months. 
In three short years, the Northwest Tequila Fest has established itself as a top-flight event that attracts tequila aficionados from throughout the United States. Fest co-founder Jackie Moffett is a true agave dyanmo, getting more done before lunch than most people get done in a week. We are proud to have been a part the the Northwest Tequila Fest for the third consecutive year.

“Experience Tequila has been a crucial part of the success of Northwest Tequila Fest, and we are grateful to, and forever learning from Clayton. No one I have met knows more about tequila, and his continued commitment to education means that those of us in the agave world have an amazing asset and resource for spreading the good word about tequila.

Congratulations on your first 5 years, Clayton! Here’s to many, many more.”

-Jackie Moffett, Northwest Tequila Fest

Jackie Moffett and Clayton Szczech at the El Llano tasting room in Tequila, Jalisco.
Jackie Moffett and Clayton Szczech at the El Llano tasting room in Tequila, Jalisco.

This testimonial is part of a series marking Experience Tequila’s fifth anniversary. If you would like to submit your own, we would love to hear from you! Simply email us.