Word: tequila
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Dates: during 2000-2009
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Hardly the place, one might think, to shell out $350 for a 2-oz. shot of Cuervo Original 1800 Coleccion tequila or savor, as Michael Javaherian did the other night, two small pitchers of margaritas at $115 each. "I'll look at the bill later," he said, as his two colleagues, geologists at an engineering company, raved about the "buttery taste" and "subtlety" of the oak barrel-aged liquor, enlivened only with fresh lime juice and a dash of Triple Sec. "It goes down easy," explained Jacob Henry, who recently got a $300 bottle of Herradura Seleccion Suprema...
This San Francisco hangout is an internationally renowned temple of tequila cult. It serves more than 200 brands of the Mexican drink--varieties derived from the juice of the spiky agave plant and far pricier than the sugarcane-diluted rotgut of college frat parties. Tommy's Blue Agave Club, the nation's largest tequila-tasting group, boasts connoisseurs from five continents among its 5,000 members. Julio gives seminars in France, Germany, Hong Kong and Singapore. And when Mexican distillers visit Tommy's, patrons ask for their autographs. "They get rock-star status," he said...
Thanks to the margarita, the U.S. accounts for more than three-quarters of Mexico's tequila exports. Most bars serve mixto tequila--containing only 51% distilled agave juice. But in recent years, as consumers have become more sophisticated, 100% agave varieties have been growing in popularity, with sales rising 12 times as fast as those of cheaper mixes. Even during the past year, when a shortage of agave plants led to price hikes and the recession contributed to a sharp dip in tequila sales, pure-agave brands grew as a proportion of exports. Enthusiasts are flocking to tequila meccas such...
...none take tequila tippling with as much tongue-in-cheek seriousness as Tommy's. Sidle up to the bar, and the effervescent Julio Bermejo, 43, a political-science graduate of the University of California, Berkeley, launches into Tequila 101. An explanation of the differences among silver (unaged), reposado (aged at least two months) and anejo (aged at least a year) is only the start. Join the club for $10, sample 35 pure-agave brands (no more than three per visit), and you will get an oak-framed "tequila master's" diploma and a T shirt. But to attain a "Ph.D...
...that's okay, because at least our 14-year-olds won't be watching tequila ads during The Late Show. Instead, they'll be watching car commercials, dreaming of the glorious day they can take off down the local pike at Autobahn speeds, just like the guy in the ad - you know, the one who always gets the girl? It doesn't matter than accidents rank as the fifth-leading cause of death in the U.S., with car crashes claiming 500 children ages 5 to 9 each year, and injuring 95,000. It's certainly not important to note that...