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Issue link: https://read.dmtmag.com/i/28636
put a much higher emphasis on tequila in our concepts, heavily embellished the tequila program and added many more selections,” declares Petrie. El Torito has the largest collection with about 70 bottles, ranging $5.99 to $29.99 for a one and a half ounce pour. T e most expensive glass is Patrón Gran Platinum. Although his casual-dining competitors may be serving a slew of Margaritas, they can’t match the range of tequilas that Real Mex concepts carry. “It’s a competitive advantage for us,” points out Petrie. Certainly, the spirit’s star continues to rise, despite the economic recession. Last year the category showed strong growth of four percent in supplier gross revenues, totaling $1.7 billion in 2010, according to recently released fi gures by the Washington D.C.-based Distilled Spirits Council of the United States (DISCUS). T at’s nearly on a par with the whiskey category, at 4.4 percent, and vodka at fi ve percent. It’s also substantially higher than tequila’s three percent growth in 2009, and perhaps another indication that the economic picture is brightening. Leading brands Jose Cuervo, Patrón, Sauza, Juarez and 1800 are the top fi ve. “Tequila had a very strong year,” said chief economist David Ozgo at DISCUS’ annual industry briefi ng recently, who notes indications that consumers are starting to trade up again. Most of 2010’s growth in tequila came from the high-end premium price category, which was up 15.5 percent, while the value category grew only 1.3 percent. T at is a signifi cant shift from 2009 when the value category boomed at 20 percent revenue growth. ENHANCING MARGARITAS Most of that value-priced tequila is mixed into Margaritas, still one of the most popular cocktails in America. Indeed, most of the tequila poured on-premise is a component of that venerable drink. However, many operators are upping the quality of the tequila they use in Margaritas, employing not just silver, but also reposado and even añejo expressions. Top-shelf liqueurs like Cointreau, Grand Marnier and Patrón Citronge are standing in for standard triple sec. And they are charging a premium for that quality. Among the 13 Margaritas featured at the Blue Agave Restaurante and Tequileria in Baltimore is the top-shelf Millionaire, made with Partida Añejo, Grand Marnier Cuvée du Centenaire and fresh lime juice. Even though it’s priced at the top end of the $6 to $18.50 range for Margaritas, the Millionaire sells well, says bar manager Charles Atwood. Rather than the standard silver, a number of Tequileria’s other cocktails are made with aged reposado and añejo tequilas, notes Atwood. And among the more inventive takes on the Margarita www.cheersonline.com are the Prickly Pear, made with El Jimador Blanco, prickly pear puree, triple sec and fresh lime juice; and the Rosarita, with El Jimador Reposado, Patrón Citronge, cranberry and lime juices. Currently Blue Agave stocks 139 Tequilas, says Atwood, ranging from $5 to $66 for a one and a half once shot. “We do a lot of high-end Margaritas, even though we’re not a fancy restaurant,” reports Lehn Goetz, owner of Coyote Café, a 22-year-old establishment in San Diego serving traditional Mexican food. “Our customers are interested in diff erent Margaritas, not just the traditional version.” Margaritas range from $6.95 up to $14.95 for the Millionaire, made with Don Julio Reposado, Cointreau, Grand Marnier and fresh orange and lime juices. Coyote’s most popular Margarita right now is the De Fortitude ($8.95), consisting of Tequila Fortaleza Silver with Real Mex restaurants serve a variety of tequila fl ights in fl ight holders which present three half-ounce glasses with a card of tasting notes. APRIL 2011 | 23