DRINK CULTURE
The CasaMagna Marriott Puerto Vallarta Resort's tequila expert Audrey Formisano, left,
and the venue's blue agave plants, right.
High-End Hotels Tap Into PrivateLabel Tequilas
In-depth beverage programs include an incredible variety of drinks, but there is
nothing like offering a unique spirit in-house. It's fun for guests to try something
that's only available on one property, especially when they can get exposed to the
production process. These types of unique spirits offerings can also make a hotel
or restaurant visit stand out, particularly among high-end guests craving a unique
tasting experience.
A handful of high-end, hotel-produced tequilas have been leading the way in
this trend. One luxury resort in Mexico has also set the bar fairly high for a unique,
in-house product. The CasaMagna Marriott Puerto Vallarta Resort, a more than
400-room hotel a handful of hours north of Jalisco, debuted its program in 2001.
It was inspired by the presence of blue agave plants—from which genuine and
certified tequila is produced—growing on the premises of the hotel.
The hotel produces an exclusive batch of just 800 liters of five different kinds of
its private-label tequila, which is only available to special guests and VIP visitors.
The hotel, which received Consejo Regulador de Tequila certification and
employs tequila expert Audrey Formisano, offers more than 230 tequilas on its
lists. The CasaMagna also provides extensive tequila training for its entire staff.
The Phoenician in Scottsdale, AZ, a high-end resort with about 600 rooms,
has been cutting edge in catering to its guests' passion for tequila as well. Given
the hotel's already expansive list and location in the southwest—where many
guest and locals tend to have more enthusiasm for
tequila than in other parts of the country—the
choice was perhaps a natural one.
In tandem with spirits company Beam, the hotel
launched the El Tesoro de Don Felipe Tequila in
2009. Mac Gregory, director of food and beverage,
franchise North America Division, Starwood
Hotels & Resorts, says the tequila was created as a
signature enhancement for both resort guests and
local residents.
El Tesoro de Don Felipe is aged in Cognac
and Bourbon bottles, and each product is hand
numbered. The tequila is available only at the
resort, either by the glass or bottle and for takeaway purchase. The product sells for $35 for a
The Phoenician's Prickly Pear
2-oz. pour, and $175 a bottle at the hotel's wine and Margarita, made with the
spirits shop.
—Liza B. Zimmerman resort's private-label tequila.
www.cheersonline.com
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