The extensive Margarita selection at Atlanta-based Rreal Tacos .
Sweetbriar in New York recently featured a Don Julio-based Paloma during Happy Hour .
Not that you have to be a Mexican dining concept to sell lots of tequila . At Sweetbriar , a modern American restaurant in New York ’ s Park South Hotel , tequila battles with vodka every week , says beverage director Ivan Papic . “ Tequila cocktails are especially popular , same goes for mezcal-based cocktails .”
Operations that do specialize in Mexican food have a distinct advantage , however . Rreal Tacos , which just opened its third location in Atlanta , has about 100 tequilas on offer .
The concept is known for its tequila walls at all restaurants , which have become a staple of the brand , says co-owner Miguel Hernandez . “ They hold the largest selection of tequila and mezcal in all of Atlanta .”
It ’ s no surprise that tequila is the number-one selling spirit at Rosa Mexicano . “ Since we are Mexican , most of our customers come in with tequila on their minds ,” says Chef Manuel Trevino , the brand ’ s vice president of culinary .
Founded in New York in 1984 , Rosa Mexicano now operates 10 locations from Massachusetts to Maryland . It stocks at least 50 tequila brands in most restaurants , depending on availability in the market , Trevino says . “ After the pandemic , it ’ s been difficult to source all of the brands that were available in the market before .”
“ We are in the agave golden era ,” says Pepe Barajas , owner of La Josie in Chicago . Not only is tequila now one of , if not the most popular spirits at the Mexican restaurant , “ mezcal has also become extremely popular , specifically in cocktails ,” he says .
AGAVE EDUCATION La Josie carries 150 different brands and agave variables , focusing on supporting family-owned and -produced agave distillates , as well as tequilas with all-natural flavoring , Barajas says . “ Families with a long history of producing are some of the more popular distillates we currently carry ,” he notes . “ Facts and education are a big trend in our industry .”
Indeed , that ’ s partly why Hacienda Encantada Resort & Residences in Cabo San Lucas , Mexico , opened The Museo del Tequila in June 2022 . The inspiration started with the property ’ s hacienda-style architecture and the idea to showcase the history and flavors of Mexico ’ s tequila , says Jose Rojas Torres , director of food and beverage at Hacienda Encantada Resort & Residences . “ Museo del Tequila taps into travelers ’ rising interest in this classic Mexican drink .”
Guests can visit the Museo del Tequila for a culinary journey through tequila , mezcal , sotol and bacanora with the tequila sommelier , or tequilera , Pamela Miranda . Museo del Tequila , which stocks 70 brands of tequila and mezcal , also hosts tastings for guests nightly at 5 p . m .
Rosa Mexicano ’ s guests are often curious about mezcal , “ and we tend to educate them about it ,” Trevino notes , adding that mezcal is his own favorite spirit . “ But in the end , people either love or hate it .”
In addition to tequila and mezcal , Rosa Mexicano carries “ any and all spirits we can get our hands on from Mexico ,” Trevino says , such as sotol , bacanora and raicilla . “ Although the demand isn ’ t here yet for these spirits , we do our best to introduce them to our guests by cocktails and education .”
La Josie also offers all spirits from Mexico . “ Raicilla is definitely growing ,” Barajas says , adding that it ’ s one of his favorite spirits . “ We also carry whiskies , liqueurs and wines from Mexico .”
Rreal Tacos stocks all of the Mexican spirits as well , Hernandez says . “ They are an important part of our inventory behind the bar . The market for agave spirits has expanded in the last few years exponentially .”
BRANDS ON THE BAR At the Tequila Museum , which offers 70 brands of tequila and mezcal , popular brands include mainstays such as Don Julio , Patron and Casa Cuervo , Torres says .
20 • Spring 2023 www . cheersonline . com