I know you are well aware of Cuervo Gold, and I am also guessing that you have heard about Wild Shot Mezcal. I will come back to Cuervo, but first let’s discuss Wild Shot. It was launched in early 2011 by country singer Toby Keith, who apparently is very
popular, though I don’t think I run with his crowd. Keith is going for the mass market in terms of branding, marketing, packaging, but strangely, not really pricing at $40 a bottle or so. Maybe his slogan should be, “Don’t buy that 12 pack of wife beaters at Walmart. Buy mezcal!” He also sells this, uh, ahh, mezcal, at his 11 or so Bar and Grill’s that he owns around the country.
This is the type of thing I love so much about mezcal.
This family has been making their mezcal since 1795! The brand is El Cortijo, which I am pretty sure cannot be found in the states. But I hope to find it on my next trip to Oaxaca.
Well son, the 400 Rabbits are a bunch of cute, fuzzy, cuddly little bunny rabbits that are always getting crazy drunk on mezcal and tequila! Now that’s a great bedtime story, isn’t it?
Really. Here is the myth of the 400 rabbits. In Aztec mythology, first there was Mayahuel, the goddess of the agave plant and of fertility (if you are going to be a goddess, those are two great things to rule!). As you can see from the photo, she was quite a looker in her day. Mayahuel got hammered one night and hooked up with Patecatl, who is also a pulque god. (more…)
So here is a cool thing I came across. In August of 2011, COMERCAM, among a few other sponsoring bodies, officially passed into Mexican Law a certification program to become a Master Mezcalier.
The results of the Ultimate Spirits Challenge 2012 are out, and I must say they are a bit puzzling to me. I am, of course focusing on the mezcal results, but click the full results if you care to review them. http://www.ultimate-beverage.com/the-results/2012-spirits-results/#category_6
To me, the surprising result is that the top rated mezcal is Del Maguey Vida. Now this is no doubt a fine mezcal but I am guessing that even Ron Cooper at Del Maguey would not see this as Del Maguey’s top rated mezcal. Though I can happily sip it, there are many more that I think are better sipping mezcals, and I view this as great product with which to make mezcal cocktails. Even though I don’t get it, congrats to Vida.
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Calling myself Mezcal PhD is really more of an aspirational title than one based in fact. On the other hand, who is to really say? Can you really get a PhD in spirits, and more specifically Mezcal? And who would award such a degree? Would you really want to have THAT alma mater on your resume? (more…)