Although they make a point to distinguish Bonita Platinum Tequila as the only five times distilled tequila, we feel there is a reason why this is not done on a normal basis with other tequila brands. When you start to distill Blanco tequila more than two times, you run a risk of stripping it from a core taste element, the agave.

In the case of Bonita Platinum Tequila , that has occurred. The taste profile was diminished with the distillation technique, and the agave essence was impacted. In our opinion, the taste profile had notes of liquid sugar and glycerin that created a slight unbalance in the taste profile and finish. With some improvement, Bonita Platinum could be an excellent blanco. In our blind tasting we rated Bonita Platinum Tequila 85 Points.

Disclosure: The comments made in this post are our opinion and views as Tequila Critics and do not represent the opinion or views of the Bonita Spirits Company. –The Critico®

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About: Julio Cesar Chavez Tequila (provided by Julio Cesar Chavez Tequila)
Our agave plants mature to the perfect peak of ripeness, between 8 to 10 years, until the sugars or BRIX are at the optimal level. The Agave Plantation is carefully monitored with each plant being marked with the date each agave was planted. Expert Jimadors carefully hand-select the agave plants that are ready to be harvested, using a razor sharp tool called a “coa”, to cut the spiky leaves away from the piña or Heart of the Agave Plant.

After each agave is harvested the prized piña is loaded onto a truck and transported to our distillery, where the process begins. Just like an apple that starts to turn brown after being exposed to oxygen, we do not split the piñas until they are ready to be hand loaded into the steam ovens. This step is different than other distilleries. The first step is cooking the piñas using large steam ovens slow roasting each batch for up to 36 to 48 hours. The cooked piñas are then crushed in the pressing mills in order to extract the agave juice. Since the agave fibers may reabsorb much of the juice, the fibers are rinsed in order to obtain the optimal amount of juice from each press. The result of the wash is called aguamiel or honey water.

We use natural fermentation, which produces yeast naturally during the process.
Our tequilas ferment for 5 to 7 days, depending upon outside temperature and humidity—part of the natural fermentation process. Although it takes longer to ferment, only naturally produced yeast is in our tequila. This traditional method helps create the distinct flavor of our Tequila. After the natural fermentation process, Julio César Chávez Tequila is double distilled for purity. During the second distillation process, we separate the heads and tails of the juice, leaving only pure “heart of distillation”.

Unlike others, Julio César Chávez Tequila is then filtered one more time through our unique process in order to achieve its smooth, luxurious flavor. After the fermentation, double distillation and final filtration, we achieve the perfect un-aged tequila, which is called Blanco. Our Reposado rests for 6 months in virgin American Oak barrels. Finally, Julio César Chávez Tequila is ready to be bottled by the Master Distiller.

Julio César Chávez Blanco is distilled in small batches from 100% Estate Grown Blue Agave. Crisp and clear, it is renowned for it’s smoothness and mixability and offers a direct representation of the Blue Agave flavor in it’s most untouched form.

Color: Clear
Aroma: Crisp, fresh, vegetal and citrus notes with a agave-forward aromas
Taste: Crisp, fresh agave-forward with notes of vanilla and a spicy dry finish

Julio César Chávez Reposado is aged more than six months in New American Oak Barrels, longer than most Reposados produced. The extra aging results in a tantalizing balance of agave and oak with a natural golden hay color.

Color: Natural Golden Hay
Aroma: Clean Agave-forward flavors with notes of caramel
Taste: Agave-forward with notes of vanilla, toasted oak and slight spice finish

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The Critico®
Tasting Notes: Visually 3 Amigos Tequila Silver had a full body with great clarity. The aroma had notes of dry fruit (apple), brown sugar, hints of cinnamon, and nice cooked agave. The taste contained a light to medium alcohol impact to the palate and faint natural agave sweetness. The finish contained a light spice with a worm finish, an overall great tasting natural blanco.

We are pleased to recommend 3 Amigos Tequila Silver and to issue a rating of 93 Points.

More About: 3 Amigos Tequila Blanco (http://3amigostequila.com)
3 Amigos Blanco is a double distilled spirit that will lift your spirits because the true taste of fine agave is present as well as natural aromas that compliment this tequila. Like the rest of 3 Amigos Tequilas it will leave you wondering why the competition is incomparable. Why are we better? We simply use better blue agave. We make sure every agave is healthy and ripe before harvesting it. Our blanco is a tequila connoisseur’s favorite because the true bouquet of the blue agave is present. Enjoy and Salud!

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LONDON (Reuters) – Diageo (DGE.L) has pulled out of talks to buy a stake in top-selling tequila brand Jose Cuervo in a surprise move that fuelled speculation that the world’s biggest spirits maker could now set its sights on smaller rival Beam Inc (BEAM.N).

The collapse of discussions with Cuervo, which has a distribution deal with Diageo due to end in June 2013, will leave Diageo without a major tequila brand and Cuervo without a distributor outside its home market of Mexico.

Shares of Beam, which owns the world’s No. 2 tequila, Sauza, closed up 2.8 percent at $61.56 in New York, while Diageo shares closed down 1.6 percent at 1856 pence in London. Shares of French rival Pernod (PERP.PA), which an industry source said could now link up with Cuervo, closed up nearly 1 percent in Paris.

“With this development, the probability (of a deal for Beam) looks higher,” said Morningstar analyst Kenneth Perkins, noting that Diageo executives have hinted in the past that Beam had some attractive assets, namely a range of bourbon whiskeys.

Faced with sluggish growth in recession-hit European economies, Diageo has been looking to tap burgeoning middle classes in Africa, Asia and Latin America, where it aims to make around half of its turnover by 2015.

A deal with Jose Cuervo, valued at about $3 billion, would have given the British group access to the emerging Mexican spirits market and a stronger product range there to go with its Johnnie Walker whisky and Smirnoff vodka brands.

Diageo, Cuervo’s distributor outside Mexico, had been expected to take a stake in the business with the possibility of gaining majority control at a later date.

But the firm said in a statement on Tuesday that discussions had broken down without agreement, after the two companies had been wrangling over price for more than a year.

RBC analysts noted that Cuervo only accounted for about 3 percent of Diageo revenue and 2 percent of profit, and said the failure of the deal might free up funds for other transactions.

A weekend newspaper report said Diageo had held talks with Japanese brewer Suntory SUNTH.UL over a joint bid for Beam worth over $10 billion. Diageo declined to comment.

“Whether Diageo was just using the threat of buying Beam as a bargaining tool with Cuervo is hard to say. But now the market will probably ascribe a higher probability that Diageo will take a look closer at Beam’s portfolio,” said analysts at Davy.

Some analysts, however, have said Diageo may not want to pay the price Beam would command, while anti-trust regulators may also prove to be a hurdle. The maker of Jim Beam, Maker’s Mark and Knob Creek bourbons beat quarterly profit expectations last month and is considered a success story since going public late last year.

It has also bulked up with several acquisitions of its own, adding brands like Pinnacle vodka and Skinnygirl.

The company’s shares gained 13 percent since November 27 amid speculation about a takeover. Adding in Tuesday’s jump, Beam’s market capitalization stood at $9.85 billion.

A Beam spokesman declined to comment on rumor or speculation.

PREMIUM TEQUILA

Cuervo is owned by the Beckmann family, heirs to the Cuervo family who founded the company in the Mexican town of Tequila in 1795. The business is the clear leader in tequila’s two biggest markets, the United States and Mexico, ahead of Sauza.

However, Cuervo’s U.S. share has been gradually declining. It was one of Diageo’s lowest margin brands and was not realizing its potential in the United States, Diageo’s Walsh said when talks started in 2011.

Beckmann-owned Proximo would be the most likely distributor for Cuervo in the United States once the Diageo agreement ends, UBS analysts said.

“Cuervo has two problems at the moment: they are mono-product and mono-geography. They absolutely need to diversify the business to maintain its value,” an industry source said.

The source added that Pernod Ricard, the world’s second-largest spirits group and the firm behind Absolut vodka and Mumm champagne, could now look at Cuervo, and also Beam.

“Having more tequila in their portfolio would not hurt,” the source said. Pernod sells small, high-end tequila brands, but like Diageo, does not own a mass-market brand.

Premium tequilas, which are high margin and high growth, are made entirely from the blue agave plant that grows in the Mexican state of Jalisco, while cheaper brands are mixed with spirit derived from sugar cane and other sources.

Diageo said it plans to return to the No. 1 maker of tequila in North America through innovation, acquisitions and partnerships. The company’s North America President Larry Schwartz told analysts that if Diageo were to buy another tequila, it would like it to be 100 percent agave, but still be affordable.

Like Cuervo, Sauza’s main brand is a mixed tequila, but its Sauza Blue, Hornitos and Tres Generaciones lines are pure agave.

Diageo could also focus on innovating with its high-end Don Julio brand, while it digests other acquisitions.

Last month, it paid $2.1 billion for a majority stake in India’s largest spirits company, United Spirits, and it has also secured smaller deals for producers of baiju, cachaca and raki in China, Brazil and Turkey.

The group, whose brands also include Smirnoff vodka, Tanqueray gin, and Baileys liqueur, was advised on the Jose Cuervo talks by Goldman Sachs and HSBC. The Beckmanns have been advised by Barclays.

(Additional reporting by Martinne Geller, Anjuli Davies and Sophie Sassard; Editing by Kate Holton, Mark Potter and Alden Bentley)

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In an interview with The Critico’s Founder Jose Delapaz he said, “We had the privilege of tasting many great tequila’s this year, but only 10 were personally selected by me as the best of 2012. These are tequila’s that not only were rated 90+ points in blind tastings, but also demonstrated the “it” factor. I would like to personally thank the brands selected, they crafted tequila’s that are well deserving of being some of the industry’s best. In recognition of this year’s top 10 tequila’s we are issuing special 2012 TOP 10 TEQUILA’S logos to the brands selected, this will help consumers identify these great products”.

The Critico’s Top 10 Tequila’s of 2012 (in no specific order):
ArteNOM Seleccion de 1146 – Anejo
Don Julio 1942 – Anejo
Don Pilar XA – Extra Anejo
Nobleza – Reposado
Hotel California – Reposado
Clase Azul – Reposado
DeLeon – Anejo
Manana – Anejo
Ocho 2009 Agaves De Rancho Las Pomez – Plata/Blanco
Yeyo – Silver/Blanco

–End of News–
About The Critico®:The top 10 tequila’s were selected from the list of tequila’s that were rated 90+ points in 2012.

Our tastings/ratings:
Tequila ratings on The Critico’s web site are performed in blind tastings by a minimum of three of The Critico’s Tequila Taste Masters, of which a minimum of two must be certified as Tequilier & Catador by the Academia Mexicana del Tequila (Mexican Academy of Tequila).

Products The Critico® rates:
The Critico only rate tequila that is produced from 100% Blue Agave. To read the regulations established by Consejo Regulador del Tequila, A.C. (Tequila Regulatory Council) on what can be named 100% Tequila please visit http://www.crt.org.mx

The Critico LLC:
www.TheCritico.com
If you would like to recommend a product for The Critico to include in future 2013 ratings, please e-mail info@thecritico.com, they are adding new tequilas every month and would love to hear from you.

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The Critico Review:
Visually Don Pilar Extra Anejo (XA) Tequila has a golden brown tone with a heavy body. The aroma contains notes of piloncillo*, raisins, vanilla, cream, aroz con leche**, wood, and banana. This XA tequila is certainly a dessert for the nose. On the palate the taste complimented the aroma; it contains a good balance of wood notes, almonds, vanilla and very-very light note of maple. The finish is very pleasing containing light to medium heat and a long lasting finish. Overall we highly recommend Don Pilar Extra Anejo Tequila, well deserving of a 93 Point rating.

*Piloncillo: An unrefined brown sugar from Mexico produced in “cone” shapes of various sizes
**Aroz con leche: Rice and milk pudding

About Don Pilar Extra Anejo Tequila:- Crafted with 100% Blue Agave estate-grown on the Highland ranches of Don Jose Pilar Contreras
- Serenaded with Baroque music during fermintation
- Kosher-certifide production proces
- Aged for 36 months in new American White Oak barrels
- Four months of finish in French Limousin Oak
- Pour in a wide-bowled snifter and sip luxuriously to experience it filly.

For more information please visit www.DonPilar.com

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About: Dennis Quaid and Michael Chiklis star in VEGAS, a drama inspired by the true story of former Las Vegas Sheriff Ralph Lamb, a fourth-generation rancher tasked with bringing order to Las Vegas in the 1960s, a gambling and entertainment mecca emerging from the tumbleweeds. Ralph Lamb wants to be left in peace to run his ranch, but Las Vegas is now swelling with outsiders and corruption which are intruding on his simple life. Recalling Lamb’s command as a military police officer during World War II, the Mayor appeals to his sense of duty to look into a murder of a casino worker – and so begins Lamb’s clash with Vincent Savino, a ruthless Chicago gangster who plans to make Vegas his own. Assisting Lamb in keeping law and order are his two deputies: his diplomatic, even-keeled brother, Jack, and his charming but impulsive son, Dixon. Ambitious Assistant District Attorney Katherine O’Connell, who grew up on the ranch next to the Lambs, also lends a hand in preserving justice. In VEGAS, two powerful men – Lamb and Savino – are engaged in a fierce battle for control of the budding oasis, and for both of them, folding is not an option.

Watch Full Episodes NOW!…
Vegas – Pilot – Episode 1
Air Date: 09/25/12 – 43:37
When rancher Ralph Lamb reluctantly accepts the role of sheriff in 1960s Las Vegas, he now has the authority to take on the mobsters looking to cash in on the casinos. Chicago mobster Vincent Savino is the new general manager of the Savoy, the swankiest casino on the strip, and they instantly clash as Lamb investigates the murder of the governor’s niece, on the series premiere of VEGAS.

Vegas – Money Play – Episode 2
Air Date: 10/02/12 – 43:59
Sheriff Ralph Lamb, his brother Jack and son Dixon investigate the murder of a craps dealer in an apparent home robbery that seems to be connected to a matching crime. Meanwhile, Savino needs to quickly figure out how to gain the trust of his new count room manager assigned to him – Mia Rizzo, the daughter of a mob boss in Chicago – if he ever wants to achieve his goals in Vegas. Sarah Jones joins the cast as Mia Rizzo.

Vegas – All That Glitters – Episode 3
Air Date: 10/09/12 – 43:56
When Mia’s father Johnny, a hot-headed mob kingpin with a gambling problem, visits the Savoy, it causes Savino problems and gives Sheriff Lamb a reason to break out the handcuffs.

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In the actual process of tequila production it emphasizes various elements of pre-Hispanic cultural character whose origin gets lost in time.

The field work for cultivating agave or mezcal that survive in the tequila region dates back several millenniums. The Agave plant Tequilana Weber blue variety is native to the canyon of the Rio Grande de Santiago and has been domesticated for more than 3,500 years; the ancient cultural practice of cooking the agave was of widespread use in Mesoamerica as a source of sugars for food, the same as the ritual use of fermented mezcal.

This rich background of cultural pre-Hispanic practices joined the sixteenth century, European traditional knowledge to merge into the production of mezcal wine.

Pre Columbian Agave
Agave is a succulent plant of American origin belonging to the extended Agavacea family that allowed the development of the ancient culture of agave derived from its ancestral use of its more than 350 varieties.

The many varieties and species of agave scattered throughout the vast American territory has been used by its former inhabitants since ancient time for various purposes and uses. Along with the development and domestication of corn, beans and squash, which date back about 8,000 years, coexistence and exploitation by man of the many types of this prodigious plant date back to over 10,000 years.

It became necessary and essential to the survival of the original settlers from the north to the center of America, the process of cultivation and domestication of some varieties of agaváceas for human consumption, among which account Tequilana Agave Blue Weber variety, begins some 3,500 years ago.

Pre-Hispanic Mexico
The agave culture is based on the cultivation, exploitation and utilization of metl, maguey or agave. The wise and decanted use of different varieties of this plant was gradually forming in a clear and complex cultural expression.

The many varieties and species of this plant spread throughout the vast territory have been used on the continent since ancient time for various purposes and uses, even were the subject of worship.

Some varieties were used to make clothes and fabrics: the long fibers known as sisal or pita were separated from their stalks or long leaves and were used to make string, ropes, blankets, washcloths, sandals and clothing. Other varieties were prepared for a type of paper from its fibrous pulp, which was used for the manufacture of manuscripts and offerings.

In regards to architecture, the stem of its prominent and high flower called quiote was used as timber in the form of columns or beams. Also its dry leaves were applied as roofing tiles and used as fuel. To define fences between properties row of thorns that crown its leaves were used, the thorns were used as needles, pins, nails, tips for arrows and instruments of sacrifice.

The plant also offered a varied food and nutritional use: the sap collected from a wound in the center of the plant provided the nutritional mead (honey water); cooking and processing it supplied a variety of products, among which was a type of sugar, vinegar and oil; in full bloom it provided, through its cooking, a delicate jam and the cooked kernel produced a prized type of candy. The leaves, skin, fluids and charred or raw heart were used as medicinal balm applied to heal wounds and illnesses.

When the Spanish conquistadors reach American soil they were deeply impressed by the many traditional uses of the plant by the ancient inhabitants. The pre-Columbian agave culture was widely described in the sixteenth century chronicles that narrate in detail this cultural phenomenon closely linked to subsistence in a rugged environment, almost hostile.

These firsthand accounts allow an approach to this rich cultural event, now almost obsolete and shows, after several centuries of development, the actual tequila.

The Spanish chronicler Joseph de Acosta writes about 1590 his Natural and Moral History of the Indies. In this fundamental document to understand the early years of New Spain is a description of the various uses of agave, naming it as the tree of wonders:

The tree of wonders is the maguey, that new or escutcheons (as in India are called), usually written miracles, giving water and wine, and oil and vinegar, and honey, and syrup and thread and needle and a hundred other things. He is a tree in New Spain that is highly esteemed by the Indians, and usually have in their room some of these goods to help their life, and in the fields its produced and cultivated. Having a broad, coarse leaves, and out of them is a sharp point and strong, used to as pins, or sewing, and this is their needle; from the leaf they remove some strands of thread. The trunk, which is thick, they cut off when soft, leaving a large concavity where the substance goes from the root, and is a liquor that is drunk like water, and is fresh and sweet, this same stew becomes like wine , and leaving to turn sour becomes vinegar, and putting it to the fire is like honey; half-baked it serves as syrup, and is tasty and healthy, and in my opinion is better than grape syrup.

In western Mexico, just as in the rest of Mesoamerica, the use of agave was widely reported from many centuries ago. The Zapotitlán relationship drafted in 1579 by the mayor of the province Amula, Francisco de Agüero, provides an account of the various uses of the different varieties of the agave plant in Nueva Galicia region:

There is a tree in this province called MEXCATL, which the Spanish called maguey, from it they make wine, vinegar, honey, ropes, clothing, wood for houses, needles, pins, thread, balm for wounds is highly approved. This tree has good effects. Is the height of a state, it has leaves as house shingles, [and] produces along beam over three states.

To be continued on the next months edition…

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The Copenhagen Spirits Company made its debut in the U.S by showcasing its flagship Ultra-Premium Tequila Grand Marquis XO Reserve at a gala ceremony on Friday 14, 2012 at The Cosmopolitan Hotel in San Diego, California. This World Premier marks the company’s entry into the U.S. Ultra-Premium spirits market.

Mr. Joseph Sanchez Trujillo, Certified Master Tequilier and Catador, is the Director of Operations for North America. The Copenhagen Spirtis Company is a privately held company with an unprecedented portfolio of proprietary distilled spirit brands to include, Gran Marquis, Tequila Joe’s, Damazul, Paso Fino and Mayazul.

Initially two brands will be launched; Gran Marquis XO Reserve, an Ultra-Aged limited edition Single Barrel Tequila aged In French Oak Barrels for 52 months. This Brand pays homage to the more than 400 years of tequila making history. Tequila Joe’s also an Ultra-Aged limited edition Single Barrel Tequila aged in French Oak Barrels for 48 months. This brand comes in four varietals: Silver, Reposado, Extra Aged, and Ultra-Aged. Mr. Joseph Sanchez Trujillo personally designed Tequila Joe’s to be the All-American Tequila brand.

The company has forged an alliance with master craftsmen recognized as being the best at their craft in Mexico, the United States, Portugal and France to produce an extraordinary artisanal tequila with the passion, and elegance as never seen before, utilizing hand-crafted time-honored traditional methods with the sole purpose of developing the best tequila possible.

In honoring the founders’ personal ties to their birthplace in the heartland of tequila country, the company’s corporate philanthropy program, Nuestra Gratitud de 5%, will donate to deserving charities in the communities where the company does business in Mexico.

Contact Information:
Joseph Sanchez
Director of Operations
info@copenhagenspirits.com
CopenhagenSpirits.com

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ArteNOM Tequila Reposado Selecccion de 1414
Tequila Rating: 90 Points
Rated Month/Year: August 2012
Bottle No: Lote ANREP1137
NOM: 1414

ArteNOM Tequila Anejo Selecccion de 1146
Tequila Rating: 91 Points
Rated Month/Year: August 2012
Bottle No: Lote 91ASA12
NOM: 1146

About:(Information provided by ArteNOM www.deltequila.com):
Tequila ArteNOM presents aficionados with the personal selections of world-class artisan tequila distillers. These limited release Selecciones celebrate the best of tequila craftsmanship by highlighting the agave cultivation altitude, soil and masterful distillation techniques of different tequila-producing regions.

We invite you to savor these personal distillers’ selections and celebrate their particular art of distinction, the Art of their NOM.

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DeLeon Tequila Anejo
Tequila Rating: 91 Points
Rated Month/Year: June 2012
Bottle No: LOTE A01
NOM: 1519

The Critico Tasting Notes: Visually the DeLeon Tequila Anejo is dark in color which is usually found in extra anejo tequila or cognac. This is a full body spirit that will entice you with its slow forming tears and long sexy legs. The aroma has notes of sweet oak, tamarind, hot ponche*, raisin, dry plum, cinnamon, piloncillo**, and orange peel. On the first taste, the prickly wood and pepper notes awakened the palate to light tangy tastes of tamarind, young red cherry’s and light unsalted butter. The profile is well balanced but light on the overall taste. The finish is pleasing with very little to no burn, slightly dry but it kept our mouths salivating.

*Hot Ponche: A traditional hot Mexican drink that is common during the holidays, the ingredients are all natural and are boiled to create a tea like drink. Some of the ingredients include peeled tamarind, peeled apples, raisins, cinnamon stick, piloncillo, and orange peel.
**Piloncillo: An unrefined brown sugar from Mexico produced in “cone” shapes of various sizes.

About: (Information from http://www.deleontequila.com/main.html#/thejuice/)
DELEÓN AÑEJO
The DeLeón Añejo is the embodiment of refined taste. The first in the world to be aged in Premiere Cru Sauternes barrels from the most revered wine makers of our time. With notes of butterscotch, mild wood and black cherry it is stunningly round and velvet-smooth. This spirit is exquisitely balanced with a finish that will leave you craving more.

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* Diageo and Beckmann family close to deal over Cuervo
* Talks focus on whether Beckmanns take cash or shares
* Cuervo tequila business valued at $3.0-3.5 billion

By David Jones

LONDON, May 15 (Reuters) – British drinks group Diageo is weeks away from buying a minority stake in the owner of the world’s no. 1 tequila brand, Jose Cuervo, a business valued at $3 billion-plus, with talks focusing on whether the Beckmann family will take shares or cash.

A deal which will allow Diageo to take majority control of the business at a later date is the current favoured option as the Beckmanns are not keen on selling out completely and are eager to benefit from future growth, sources close to the talks said.

The Johnnie Walker whisky and Smirnoff vodka maker already distributes Cuervo in most big export markets outside Mexico and is talking to the Beckmanns about what happens well ahead of the expiry of its distribution contract in June 2013.

“A deal with Diageo taking a minority stake in Cuervo for cash or shares seems the most likely outcome with an agreement expected in the next six weeks,” said one source with knowledge of the situation, adding the stake could be some 20-30 percent.

When talks between the two started last year, Diageo’s Chief Executive Paul Walsh said terms of the existing deal dating back to 2002 would have to change as Cuervo is one of its lowest margin brands and was not realising its potential in the world’s biggest tequila market of the United States.

Walsh said an equity participation was the bare minimum he would accept in a new deal, and he is eager to buy the Cuervo brand outright or via a more complex route involving taking a minority stake as a way of gaining control eventually.

Analysts value Cuervo at $3.0-3.5 billion, but with over 80 percent of tequila drunk in the U.S. and Mexico, Diageo sees clear expansion opportunities as the group is pledged to increase its overall scale in fast-growing emerging markets.

“We believe a deal where the Beckmanns keep some

from of ownership but Diageo has control of Cuervo is the most likely scenario with ultimately both parties benefiting from this realigned ownership structure,” said analyst Pablo Zuanic at brokers Liberum Capital.

The Beckmanns, heirs to the Cuervo family who founded the business in 1795, have said it doesn’t need to sell but with the distribution contract due to end it may have to chose between an equity link with Diageo or switch to another big group such as Diageo’s closest rival Pernod Ricard.

Analysts say it would be a big risk for the Beckmanns to switch its Cuervo distributor in such a big market as the U.S., while Diageo is arguing that with an equity stake it would be more willing to boost marketing behind the brand.

“A deal giving Diageo an equity stake in Cuervo will allow it to put more money behind the brand and so boost its global growth,” said another source close to the on-going talks.

Cuervo has a 19 percent share of the global $3 billion tequila market twice as big as No. 2 brand Sauza, owned by U.S. group Beam and is clear leader in the world’s two biggest markets, the U.S. and Mexico.

Analysts say Cuervo’s U.S. share has declined to 33 percent from 42 percent five year ago with privately-owned Patron having a 15 percent share and Sauza 14 percent.

Diageo’s Chief Marketing Officer Andy Fennell says Cuervo’s recent performance has been disappointing especially in the key U.S. market. “Currently, Cuervo is a drag on a strong U.S. performance,” Fennell said.

The group reported underlying sales of Cuervo fell 11 percent in the last six months of 2011 compared to its North American region – where most tequila is consumed – which saw Diageo’s underlying sales up 5 percent in the same period.

Juan Beckmann Vidal, chairman of Casa Cuervo and heir to the tequila empire said last year on possible suitors, “Of course they would like to buy us but the family is very close knit, very solid and we don’t need to sell”.

The secretive Beckmanns have said little since, but analysts say they need a big spirits group to distribute globally.

Analysts say if Diageo fails to strike a deal with Cuervo then it might attempt a bid for Beam to give access to No 2 tequila Sauza, and also U.S. whiskies Jim Beam and Maker’s Mark.

Diageo is being advised in the on-going talks by Goldman Sachs and the Beckmanns by Barclays.

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It is a great pleasure when we encounter tequila that is of such high quality, if you have not tried Nobleza Azul Reposado Tequila we encourage you to request it next time you’re at your favorite bar!

*Canela is the spanish word for Cinamon.





About: Nobleza Azul Reposado Ultra Premium Tequila (http://www.noblezatequila.com/reposado.html)
Reposado Tequila is blanco tequila that has been rested or aged in Single Use American White Oak Barrels for up to eleven months. The estate grown Premium Blue Weber Agave used in combination with the American White Oak Barrel gives Nobleza Azul Reposado a mellowed taste, pleasing aroma and soft color.

With hints of vanilla, cinnamon and a kind of peppery finish, you will surely enjoy Nobleza Azul Reposado sipped straight or mixed to make your favorite cocktail

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It’s with great pleasure that we’ve awarded April 2012 “Tequila of the Month” to Jose Cuervo Reserva De La Familia Extra Anejo Tequila.

About Jose Cuervo, Reserva De La Familia Extra Anejo Tequila:
In 1795, King Carlos IV of Spain granted Jose Maria Guadalupe Cuervo y Montano the first license to produce mezcal wine in the Tequila region. The history of the Cuervo family has always been linked to the development of the Tequila region and to the growing appreciation of the unique spirit throughout the world. From the beginning, they have selected only the finest blue agaves from their fields. In antique ovens of stone and clay the agave is baked, the sugars are extracted and then double distilled.
In celebration of their long tradition that spans more than 200 years, the family selects only the best of its tequilas aging them in a private cellar, in new American and French oak barrels recently charred to ensure its rich, mellow flavor and golden color. Thus they achieve what their close friends call: The Family Reserve.

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