Tequila is becoming more and more popular, transforming itself from a frat-boy binge-drinking favorite and a mere margarita ingredient into a legit liquor for serious aficionados. The trend is apparent in Chattanooga, where STIR has hosted premium tequila tastings with food pairings, the Mayan Kitchen has a dedicated tequila bar boasting every variety distributed in the area (more than 108 different kinds), and tequila bar Citron et Sel is set to open soon in the city's new West Village district downtown.
Justin Welch, sales manager for wine and spirits wholesaler Athens Distributing, says he's definitely seen an uptick in local sales of premium tequila products. "In my opinion, people are becoming more educated on what 100 percent agave tequila tastes like versus mixto tequila, which was really the only thing offered in years past," he says.
When shopping for premium tequila, Welch says, you want to look for varieties labeled "100 percent agave." These premium tequilas are made with only the blue agave plant, and only agave sugars are used for fermentation.
Mixto, or mixed tequila, on the other hand, must contain at least 51 percent agave, with the remaining 49 percent typically consisting of cane sugar-based syrups, caramel color, oak extract flavoring, glycerin and other artificial ingredients. This type of tequila will simply be labeled 'tequila.' "It's the kind of tequila that makes you feel terrible for the next few days," says Welch.
Patron is definitely the most popular agave brand, according to Welch as well as Mayan Kitchen co-owner Jacob Lemus. "Patron sets the bar for what a premium tequila tastes like," Welch says. "It led the way and opened doors for other 100 percent agave tequilas."
A bottle of Patron ranges from $56 to $7,500 per bottle. The Mayan Kitchen has one of those top-dollar bottles of Patron En Lalique - only 150 bottles were made - offering the chance to taste the creme de l'agave for $350 a shot. Though, most people who want to spend money on premium tequila at the bar opt for the "First Class" flight of three premium varieties, says Lemus. His favorite is Don Julio Real Del Maguey Pechuga, which costs around $400 a bottle.
But you don't have to pay steep prices for premium tequila. One value-priced brand that's really taking off is El Jimador, which is only about $20 for 750 milliliters, says Welch. Others include Espolon (about $20) and one of his favorites, El Mayor ($30-$50).