Tequila Time
By Monica Kass Rogers
premium extra-añejos, others mention the boom in mezcal (tequila's smoky grandfather). But all celebrate the fact that tequila is being taken seriously as a fi ne sipping spirit and as a nuanced craft-cocktail base with potential far beyond the standard Margarita. "Tequila is very hot," says Jake Daniken, beverage director
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of Chicago's Mercat a la Planxa, which sells ten tequilas, priced from $8 to $35. "People are fi nally seeing tequila as much more of a cocktail-friendly spirit." "Tequila is no longer just teenagers doing shots during Spring
sk tequila-loving restaurateurs what new chapter they would add to any book on tequila, and the answers spill forth. Some jump to the growing popularity of ultra-
Sage Smash from Mercat made with tequila, fresh lime juice, sage honey and sage leaves.
break. Now people want to sip it," says Mario Letayf, who—with co-owner Antonio Marquez—operates 5 restaurants in Monterrey, Mexico, and, the new Lazaranda Mexican Seafood Grill, in Addison, Texas. "As little as four years ago, tequila was considered a strong glass of liquor. But since the tequila makers started refi ning and aging it, it has become much softer and more approachable, so, more people here like it better," says Letayf, who off ers 36 to 40 brands of tequila priced from $8 to $50 for a 2 oz. shot. In his market, Letayf says Patrón has great name recognition,
"But we are fi nding Don Julio along with Herradura to be our biggest sellers." Promoting these leading brands, Lazaranda may off er samples of featured tequilas at brand-specifi c parties,
22 | APRIL 2012 www.cheersonline.com
PAT MAZZERA
