March 29, 2010

PARTIDA TEQUILA AND TEQUILA OCHO EDUCATE CONSUMERS ON TEQUILA TERROIR

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Leading Ultra Premium Tequila Companies Explain Differences between Highlands and Tequila Valley

(March 29, 2010), SAN FRANCISCO, CA— Partida Tequila and Tequila Ocho, two authentic and award-winning 100% blue agave ultra premium tequilas, are educating consumers about the importance of the land on which agave is cultivated and how different ‘terroir’ affects the taste characteristics of the tequila made from those agaves, similar to the production of an estate grown fine wine.

In the same way that grapes are impacted by the climate, land, sun exposure and soil to make wine of varying quality and taste characteristics, many of the same factors impact fine tequila through the development of the Blue Weber agave from which it is distilled. ‘Terroir’ − soil composition, temperature (day and night), rainfall, sunshine, and altitude − are important factors affecting the quality of tequila along with the production process, including cooking, fermentation, distillation and aging.

The Partida Estate is located in and around what is known as the Tequila Valley, the birthplace of tequila. Partida − an estate-grown tequila − maintains complete control over their agave cultivation, allowing for the finest agave piñas (hearts of the agave) harvested at optimal ripeness from 8-10 years of age. The agaves are grown naturally in a healthy environment without chemicals. “We select the finest blue agave cultivated and harvested from the choicest acreage on the estate,” says Gary Shansby, Founder, Chairman and CEO of Partida Tequila. “A great tequila starts with cultivation and harvesting of the best blue agave followed by our own secret recipe for cooking, fermentation, distilling and aging.”

Tequila Ocho, a Single Estate Vintage tequila, is produced from agaves grown in individual estates around the city of Arandas which is in “Los Altos de Jalisco” (the Highlands of Jalisco). All agaves used for Ocho are raised by the Camarena family, harvested from specific estates throughout the highlands and released annually , thus the term, “single estate, vintage tequila.” This brand departs from the traditional objective of distilling and delivers “complexity of character” instead of “consistency of character”. It does this by featuring “single estate” tequilas the same way that vintners feature “single estate&rdquol wines. Each of Ocho's single estates delivers a tequila that tastes and smells differently from tequila produced from other estates. The agaves on all estates are grown without chemical herbicides or pesticides making them 100% natural, healthy plants

Partida Tequila and Tequila Ocho have paired up to share with consumers the differences between ‘terroir’, particularly between ‘Los Altos’ and the Tequila Valley. The ‘Los Altos’ region is about 2,000 meters above sea level (6,500 feet). It has red soil, rich in iron oxide and other minerals. It has warm days and cool nights. The Tequila Valley, 1,700 meters above sea level (5,500 feet), has volcanic soil and its days and nights are generally both hot.

It is largely agreed that in general the tequilas made from agaves from the Tequila Valley are more ‘masculine’ (to use a wine term) − forward and assertive − and have an earthy flavor with herbal notes. Those of ‘Los Altos’ are said to be more ‘feminine,’ softer and rounder with fruit and floral notes. Both Partida Tequila and Tequila Ocho are expressive examples of the best ultra premium tequilas available today.

“Tequila deserves a place alongside fine wine as a great agriculture-based alcoholic beverage that is a product of the land from which it's made,” says Gary Shansby. “We're proud to team up with our good friend Tomas Estes to educate the consuming public about tequila ‘terroir’ and all the factors that go into making superior tequila.”

About Partida Tequila

Partida Tequila (www.partidatequila.com) is an authentic, all-natural, estate-grown ultra premium Tequila, made from 100% blue agave in the heart of Mexico's historic Tequila Valley region. From cultivation and harvest to cooking, fermentation, distillation and aging, Partida maintains exceptional standards of quality and consistency, making Partida “the finest tequila that money can buy,” according to F. Paul Pacult, the leading spirits authority in America. Partida Reposado was recently ranked as one of the top five spirits of 2009 by the Spirit Journal, the industry's most respected publication for spirits reviews. Partida produces four distinctive Tequilas: Blanco (not aged), Reposado (aged six months), Anejo (aged eighteen months), and Elegante (aged 36-40 months). Partida Tequila is now distributed in Mexico, Australia and the United Kingdom as well as Arizona, California, Colorado, Connecticut, Florida, Georgia, Illinois, Indiana, Louisiana, Maryland, Nevada, New Jersey, New York, Ohio, Oklahoma, Oregon, Pennsylvania, Texas, Washington, DC and Washington. Partida will continue to expand aggressively and strategically in the United States.

About Tequila Ocho: ‘A tequila to change one's perception’

Tequila Ocho is unique, being one of the few remaining tequilas to be made in the “slow food,” artisanal manner. It is crafted to express the distinctive essence of the agave flavor in both concentration as well as complexity while keeping a balanced, smooth ‘drinkability.’ Ocho is also the first tequila to state the specific origin of the agaves used in its production. Because Ocho is produced as “Single Rancho Designate” tequila it is released in limited quantities making it rare and collectable. Each individual ‘rancho‘ has shown itself to be similar to and distinguished from the other ‘ranchos.’ This is the same case with fine wine, which is made of the same grape variety in different places. Every batch of Ocho undergoes the same production process, thus the nuances from ‘rancho’ to ‘rancho’ illustrate how tequila is affected by its raw material, the agave. The reposado and añejo are aged the minimum amount of time in oak to retain their agave essence. Due to the extreme maturity of the agaves and the resulting high sugar content, Ocho has a round fruitiness not usually found in tequila. Ocho is characterized by concentration and layers of nuanced agave flavors. Ocho is currently available in the following states: Alabama, Arizona, California, Colorado, Connecticut, Florida, Georgia, Illinois, Kentucky, Maryland, Massachusetts, Michigan, Minnesota, Nevada, New Jersey, New York, Tennessee, Texas, Washington, DC and Wisconsin.