With its distinctive packaging and high quality spirits, Tequila REVOLUCION is revolutionizing the way people drink tequila.

Transcription

1 Introducing Tequila REVOLUCION: A Trailblazing Line Of 100% Agave Tequilas With Finesse & Style Mexico s Best Kept Secret Arrives in the U.S. Jalisco, Mexico (Nov. 1, 2010)- Tequila REVOLUCION, an ultra-smooth, 100% agave tequila in a distinctive package, has long been enjoyed by savvy duty-free shoppers in Mexico who could not find this top quality brand in the U.S. Now Tequila REVOLUCION s range which includes silver, reposado, añejo, extra añejo and 100 PROOF expressions is available for retail sale throughout the United States in select markets. We re thrilled to bring our premium tequilas to the U.S. The Tequila REVOLUCION, range offers a unique, superior taste experience that we want to share across the U.S. We believe the exceptional quality and distinction of our tequilas will spark a revolution in the way U.S. consumers drink the spirit, says Juan Carlos Arav, founder and president of Tequila REVOLUCION. Tequila REVOLUCION is a range of ultra-smooth and clean tasting premium tequilas in stylish bottles emblazoned with two pistols a tribute to Mexico s revolution that began in The bottles are also notched on the side for easy pouring of shots. The signature product is Tequila REVOLUCION s rare 100 PROOF silver tequila. The purest example of a 100% Weber blue agave spirit, 100 PROOF tequila is ideal in a martini or any other cocktail. Other distinctive offerings include a limited edition, bottlings covered in precious.999 silver, 24-karat gold or 1700 Crystallized - Swarovski Elements Austrian crystals that can be personalized for gifts. With its distinctive packaging and high quality spirits, Tequila REVOLUCION is revolutionizing the way people drink tequila. About Tequila REVOLUCION Established in 1994 by entrepreneur Juan Carlos Arav, Tequila REVOLUCION is a super-premium range of 100 percent agave tequilas from the heart of Jalisco, Mexico. The line includes silver, reposado, añejo and 100 PROOF tequilas, as well as limited edition bottlings adorned with pure.999 silver, 24-karat gold and 1700 Crystallized - Swarovski Elements Austrian crystals. With offices in Mexico City and the United States, the gold medal-winning spirits of Tequila REVOLUCION are revolutionizing the way people drink tequila. For bottle and drink photography, please visit

2 The Making of Tequila REVOLUCION Tequila is a spirit that is beloved in many places, but the spiritual and cultural heart of tequila is in Jalisco, Mexico. In this central Mexican state that is the crucible of tequila production, is the town of Tequila and many notable other villages along the Tequila Route where the agave spirit has been distilled for generations. One of the villages along the Tequila Route El Arenal is where Tequila REVOLUCION crafts its clean and ultra smooth spirits that will change the way people drink tequila. The road to 100% blue agave perfection begins with close attention to intricate and important details. Tequila REVOLUCION starts with the selection of the best Weber blue agave plants, technically named tequilana weber, subvariety azul that are harvested at seven to nine years of age. By this time the sweet sap inside called aguamiel has reached its peak of flavor. Once the spiky leaves of the agave are cut away, the 50- to 100-pound hearts of the agave resemble a pineapple, earning it the name piña. Some processors quickly heat the piñas in stainless steel pressure cookers called autoclaves and press them many times to extract as much juice as possible. At the Fábrica Tequila Cascahuín where Tequila REVOLUCION is made, however, the piñas are cut in half and slowly roasted in a traditional mampostería masonry oven. The piñas are then pressed just twice, to yield only the sweetest and most aromatic juice. The agave juice is then fermented using natural yeasts and carefully distilled in a process led by Master Tequila Distiller Salvador Rosales Torres, a 30-year veteran. The key to creating smooth tequila - or any distilled spirit - is cutting the distillate at the right point, to keep only the purest part. When the distillation first gets started, the vapors in the head contain methyl alcohol and sharp aromas that won t taste good. And at the tail end of the distillation, when the alcohol is exhausted, there will be oils and other pungent compounds that could make the spirit taste off. At Tequila REVOLUCION, the unwanted heads and tails are cut away twice. During the first distillation, they are cut when the tequila has reached 32 degrees alcohol by volume. Then they are cut and discarded after the second distillation when the tequila reaches 55 degrees alcohol by volume.

3 Glossary of General Tequila Terms CRT - Tequila production is regulated by agency called the Consejo Regulador de Tequila (CRT). This institution gathers agave growers, tequila manufacturers and the government in order to control and respect tequila manufacturing regulations. Mixto This tequila is fermented from a mixture of agave and molasses. By law, a mixto must be at least 51 percent agave. This is usually done for less expensive tequilas. Blanco also called silver, blanco can be bottled just after distillation. Gold Tequila A rather inexpensive tequila, also called joven or abocado (young or smooth) that is made by adding caramel coloring to blanco mixto tequila. Reposado This tequila must be aged or rested for at least two months in barrels or casks of any size. Añejo This refers to tequila that is aged for at least one year in oak wood barrels. Extra Añejo The newest category of tequila, these spirits are subjected to an aging process of no less than three years in oak barrels.

4 Tequila REVOLUCION Standards Tequila REVOLUCION has very specific, distinctive standards by which it defines its tequila. Our commitment to the true nature of the Blue Agave is demonstrated by the fact that we only age our products in barrels that have been used exclusively for tequila for at least 10 years, in order to emphasize the agave in the base spirit. All tequilas in our range are estate bottled. Below are characteristics that delineate the different tiers of the Tequila REVOLUCION portfolio. Silver 100% Blue Agave, double distilled, and can be aged up to two months without the use of wood. Reposado 100% Blue Agave, double distilled, and aged in old tequila white oak barrels for 10 months. 100 Proof At 100 proof, this tequila is a pure distillate (no dilution) that finds its smoothness from a secret aging process. Añejo - 100% Blue Agave, double distilled, and aged in white barrels for 18 months. Extra Añejo This represents the most exclusive tequila. 100% Blue Agave, double distilled, and aged for more than 3 1/2 years in white oak barrels that were previously used for añejo.

5 Tequila REVOLUCION is Shaking Up the Drinking World with Fine Tequilas That Are the Ultimate in Agave Spirits You ve tasted tequila. But have you tasted 100 percent blue agave perfection? That s what awaits with Tequila REVOLUCION, a line of clean and elegant silver, reposado, añejo, extra añejo and 100 PROOF tequilas from the heart of Jalisco, Mexico that are revolutionizing the way people drink tequila. What distinguishes these fine spirits is the use of Weber blue agave plants, which are carefully selected at the peak of flavor. The agave is carefully roasted using traditional methods, naturally fermented and double-distilled by Salvador Rosales Torres, a tequila master with 30 years of experience. Tequila REVOLUCION s entire range comes in unique bottles emblazoned with a pair of pistols, a tribute to the Mexican revolution that began in This stylish range of ultra-smooth tequilas is ideal for any spirit occasion, whether it s enjoying in a martini or margarita, shooting with lime or sipping from a Riedel tequila glass after dinner. Taste our Tequila REVOLUCION: Silver An expression of agave in its purest form, Silver Tequila has a fresh yet lingering quality. Silver Tequila can be aged up to two months without the use of wood. It starts with aromas of herbs and soft orange, finishing smoothly with notes of honey. A Gold Medal winner at the 2009 San Francisco Wine & Spirits Competition, Silver Tequila is perfect in cocktails or on the rocks. Reposado The pale straw hue and deeper aromas of our Reposado Tequila come from being aged in tequila barrels made of white oak. Reposado means rested, and after a 10-month nap, this tequila is bursting with aromas and flavors of agave married with peach, quince and a citrusy finish. A multiple Gold Medal winner in tastings held in Belgium and Argentina, Tequila REVOLUCION Reposado is ideal for shooting from your caballito or sipping over ice. 100 Proof Silver While most tequilas are distilled to 80 proof (40 percent alcohol), Tequila REVOLUCION has created a unique blue agave spirit that is distilled to a higher 100 PROOF level. It yields the ultimate essence of agave flavor in a delicate white spirit with remarkable depth and citrus flavor. Our 100 PROOF is a new option to use when preparing martinis in substitution of typical vodka or gin to make the REVOLUCION MARTINI. It is ideal in any cocktail that calls for a white spirit - or as a digestif like grappa.

6 Añejo Aging in small oak casks for 18 months creates añejo (aged) tequila that is luxurious, complex and ultra-smooth. Extended contact with oak gives our añejo seductive aromas and flavors of vanilla and caramel, a rich, almost buttery quality on the palate with a hint of candied almond that lingers on the finish. This is tequila to be savored in a snifter or a Riedel Ouverture tequila glass. Extra Añejo Represents the most exclusive tequila and for generations these ultra-luxurious bottlings were reserved for the private use of the maestro Tequilero. Aged for more than three and half years in white oak, this 100% agave tequila shows intricate aromas of dried herbs, coffee and caramel with a hint of citrus. The velvety palate wavers between rich dark chocolate-caramel and a woody, peppery note, which provides a delightful surprise to the long finish About Tequila REVOLUCION Established in 1994 by entrepreneur Juan Carlos Arav, Tequila REVOLUCION is a super-premium range of 100 percent agave tequilas from the heart of Jalisco, Mexico. The line includes silver, reposado, añejo and 100-proof tequilas, as well as limited edition bottlings adorned with pure.999 silver, 24-karat gold and 1700 Crystallized - Swarovski Elements Austrian crystals. With offices in Mexico City and the United States, the gold medal-winning spirits of Tequila REVOLUCION are revolutionizing the way people drink tequila.

7 Juan Carlos Arav Founder & President Tequila REVOLUCION Juan Carlos Arav, founder and president of Tequila REVOLUCION, has used his established background as an entrepreneur to catapult his award-winning range of 100% agave tequilas to success. Though a native of Mexico City, Arav was educated in France, where he earned a degree in industrial engineering. This European foundation and frequent business travel throughout Europe allowed him to develop a distinguished palate for fine wines and spirits. In the mid-1990s, Arav noticed that tequilas were being appreciated in fine restaurants worldwide. He knew that the time was right for a world-class tequila equal in prestige to the finest cognacs or Scotch whiskies spirits that both come from a DOC region where production is carefully controlled and reliant on the natural resources available in a specific locale. His intimate knowledge of his native land helped him to recognize the exceptional quality and flavor he could achieve with the blue Weber agave plant from the heart of the Jalisco region of Mexico, and so he set out to craft a tequila that would actualize his vision for this superior spirit. He launched Tequila REVOLUCION in 1995 with a reposado tequila that mixed European distilling techniques with an intimate knowledge of blue Weber agave. I wanted to create a smooth tequila that is aged as long as possible while still preserving the flavor of the blue Tequilana Weber agave, Arav says. His efforts were rewarded with gold medals for Tequila REVOLUCION s reposado at the Councours Mondial de Bruxelles and Hong Kong Wine & Spirits Exhibition in 1998 and Vinus in 2007, as well as the gold medal for Tequila REVOLUCION s Silver at the San Francisco World Spirit Competition in He expanded the Tequila REVOLUCION range to include a silver tequila and an añejo that s reminiscent of a fine old French brandy. A visit to a small, family owned schnapps distillery that produced spirits by mixing ripe fruit and spirits in copper pot stills inspired Arav to craft a rare 100-proof silver tequila that offered the fresh, earthy aromas of agave. Arav works with his son Juan Pablo Arav to expand the market for their tequila and bring it to the finest tables worldwide. Besides being one of the top-selling brands at duty-free shops, Tequila REVOLUCION is poured at The St. Regis Hotel, Morton s Steak House and The Four Seasons. Our tequila has been enjoyed in many countries and has won many quality awards, but most important, it has shown the world what a premium tequila really should be, Arav says.

8 Fábrica Tequila Cascahuín In El Arenal, Jalisco, there s a famous hill called Cascahuín that s a landmark for the town. The name comes from a pre-spanish word meaning hill of light; standing there, it s possible to see for miles across this lowland valley in the heart of agave country. The famous hill also lends its name to Fábrica Tequila Cascahuín, the distillery where Tequila REVOLUCION is made. Founded in 1904, Fábrica Tequila Cascahuín is a family-owned distillery that is devoted to creating the highest quality tequila and mezcal from local agave. The production is lead by Ing. Salvador Rosales Torres, who has 30 years of experience in making agave spirits.