Cover Story - Aug 2006

Tevado’s Bravado

By: Meridith May

As the tequila industry idealizes premium sipping tequilas, the fact is, most volume sales of this agave-based spirit lean towards the trend that the higher the quantity production, the lower the quality of the brand.

For the first time, Pernod Ricard USA – a leading producer, importer and marketer of prized spirits and wine brands, has collaborated with California distributor Young’s Market to create a new premium tequila.

The proud Thunderbird emblem on TEVADO Tequila is a significant representation of a dawn in the new era for tequila making. Offering a quality product, cost effective for the retailer, and ultimately the consumer, emphasizes the idea of soaring to new heights of awareness – and sales.

TEVADO is a phrase used at the distillation level, by generations of tequila makers who refer to the purest, cleanest distillation process. No wonder. This tequila, made on the third run - or triple distilled - has been reviewed by our editorial team as not only exhibiting a complex layered palate, but offering a clean finish.

Combined with chill filtering and aged six months in seasoned oak barrels, Tevado shows Bravado: in taste profile as well as in its marketing stance to compete in the dynamic premium tequila segment which allows higher margins that will support this vital brand.

Young’s Market California V.P.s Michelle Fletcher and Gene Downes

*Introduced to California in July 2006, through a collaboration with Pernod Ricard USA and Young’s Market Company
*TEVADO is a Reposado tequila, aged six months, exceeding the standard for this expression (Reposado, by law requires a minimum of two months)
*Triple distilled in copper pots and chill filtered with no additives
*Available in 1.75L, 1.0L, 750ml, and 50ml; Suggested retail $19.99

At first pass, the smoky nose is intriguing and through the second pass, we pick up sensual caramel and fresh agave aromatics. On the palate, the aroma continues to be heady, with nuances of tobacco leaf, pepper and lime agave. The lengthy finish indulges in a smooth, clean mouthfeel, while continuing with lime, agave and hints of vanilla and sage.
A most complex tequila for such a phenomenal price point.

The Tevado Thunderbird Margarita
1.5 oz of TEVADO Tequila
2 oz. of Finest Call Margarita Mix
1/2 oz Hiram Walker Triple Sec
Fill a shaker or blender with one cup of ice, and all ingredients. Shake or blend and pour into a salt-rimmed glass and garnish with a lime wedge.


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