"Tequila For A Cause" |
Davis Life Magazine
Written by Catherine Foss
May of 2008
Tequila Joe's Tasting Aficionados
Tequila becomes an art form Friday nights at the Davis Graduate. Part through the crowds of rowdy
Aggie students and families, and you will notice a sophisticated bunch of drinkers clustered around a
small bar that seats only a half-dozen people who aren’t swigging liquor to get drunk – they are being
schooled in the art of tequila appreciation. “Tequila” Joe Horrigan serves as grand master, a friendly-
faced man with a rich laugh, who delicately pours each shot. Group members don’t gulp – they sip
slowly, letting the liquid linger on the tongue before swallowing. These individuals are members of a
unique club called the “Tequila Joe’s Tasting Aficionados.” While Joe formed the club just a little over a
year ago, in December 2006, his passion for tequila has been years in the making.
The most challenging part about forming a tequila tasting group has been getting people to move past
the stigma many have about tequila. “It’s hard getting them to sip it as opposed to shooting it,” Joe
says. He remembers one girl who came to a tasting a while back. She led him to believe she really liked
tequila. Then, she took a sip, and the results were disastrous. “It started literally shooting out (her
nose),” Joe says, trying not to laugh. “I was thinking, she’s never going to taste tequila again.” A lot of
the problems stem from the fact that most people haven’t tasted good tequila. Jose Cuervo Especial is
the first thing that comes to mind for many people when they hear the word tequila. Personally, Joe
won’t touch the stuff because it’s what he refers to as a “mixto” that contains only 51 percent blue
agave. The other 49 percent can be other spirits, coloring…just about anything can go into it,” Joe says.
A 100 percent product, on the other hand, is meant to be appreciated, and there is an art to tasting it.
The first sip of tequila should be washed delicately over the tongue – ignore the burn, which diminishes
after that first sip. The second sip is where the flavor comes in. “Tuck your tongue. If you touch the
tequila to the tip you have more burn,” says member Su Hemenez, who has tasted 84 different types of
tequila and is still going strong. Su has been with the group since the very beginning, when there were
only about a dozen members – now, she estimates that there are around 150 members. There are no
“official” meetings for the Tasting Aficionados. Events are held throughout the month, and members
(and non-members) attend as they have the time. “It’s not like we’re out drinking every night; we
hardly even go to the events. We have kids,” Su explains.
In his attempt to change the stigma behind both tequila and tequila drinkers, Joe’s tasting events have
become fundraisers to support charities and improve the community. “I felt that it would change the
perception of tequila drinkers, and also get those people who wouldn’t ordinarily come.” They have
donated to both local and global organizations, such as the March of Dimes, the San Francisco Aids
foundation and will soon donate to the Ronald McDonald House. Much of the money earned at these
events comes through raffles, where most of the items are donated from their sponsors and host bars.
“A lot of prizes come from the Grad, Zocalo, La Pinata, Tommy’s Mexican Restaurant, El Tesoro, 4 Copas,
Sauza and many more,” Joe explains. The raffles work well because even those who don’t drink tequila
can contribute to various charities. “A lot of people now want to donate the products or donate promo
stuff,” Joe says. “It’s great to have tequila for our group and non-tequila for the rest of the people.”
Tastings and other charity events bring in additional money – and all of it goes to charity. “Last year we
raised $1,290 and this year so far we have raised $3,263 for a total of $4,553 to date,” Joe says.
Regular tastings are held Friday evenings at the Graduate in Davis. Tasting is not expensive – at the
Graduate, for example, a customer can try three different types of tequila for $10. Many of the tequilas
are rare varieties hunted down by Joe and his accomplices. At other events, tastings can cost $40 and
up. Joe provides a mini-lesson with each variety. “You get to learn about the products,” he says. “The
color, the taste and the finish.”
In addition to learning about tequila, being a group member allows entry into the Tasting Aficionados
rewards program, in which each new variety sampled earns one point. After an event, each member is
sent an e-mail list of all the tequilas they have tried, making it easy to know what to taste next time. At
25 points, the member earns a crystal tequila tasting glass with an engraved logo. Fifty points earns
them a polo shirt or tank top and, after 75 points, the members are given a bottle of tequila they haven’
t yet tried. Members graduate after reaching 100 points, and are rewarded with an out of town tasting
trip. There are two types of membership: Standard and Rewards. Joe explains the difference: “The
Standard is free to join and you have the option of joining the Rewards Program for a fee of $20 but it
is half off for the next 30 people so it is only $10 for those 30 people. Everyone starts as a standard
member and then has the option of upgrading at any point.”
Joe is still trying to work out the specifications for graduates, intending to give them positions. So far,
long-time friend Adrienne Blanco is the only member to have graduated. “When I say I’m over a
hundred, people tell me I’m an alcoholic,” Adrienne laughs. Adrienne is also the manager of Deluna
Jeweler’s in Davis, and does the marketing for the group. “Adrienne always keeps the tastings
interesting," Joe laughs. Other important people who have contributed to the group’s success include
Joe Anthony, manager of Zocalo’s, Charlie Swanson, owner of the Graduate, and Anthony Riles, who
helps with their Google group and picture site. Also noteworthy are Art Guzman of La Pinata, Julio
Bermejo of Tommy’s, and Enrico and Chris from 4 Copas.
Joe was originally a wine drinker, and became interested in tequila later in life. “Originally, I wasn’t into
tequila and my little brother was,” Joe explains. “I was into wine, and I wanted to try all of the other
spirits…once I started learning about (tequila), it surpassed the wine.” Joe started drinking it just “here
and there,” but soon found himself hooked. “I read every single book I could get my hands on,” he
remembers.
Some time later, he put on a vodka tasting for a friend’s birthday. “It was a blind tasting, and
everybody went crazy. You gotta do tequila!” So, Joe invited some friends to do a “roaming tasting”
one fateful Tuesday. They began at Bistro, and tasted a different type of tequila at each of four
different bars. There were 15 people present at that first tasting, and it has just kept growing. “I never
would’ve even imagined it would turn into this,” Joe admits modestly. Originally, his goal was to learn
more about tequila and share with others. He remembers talking to friends and asking, “What’s your
favorite tequila?” “Patron,” they would reply. “What have you tried?” he would then ask. The answer
was usually the same: Patron.
Zocalo’s alone offers 100 different types of tequila; many bars offer two or three hundred types. “I’ve
rated over 150 different products myself, so I’ve tried maybe double that,” Joe says. He estimates that
there are somewhere around 250 unopened bottles in closets and cabinets in his house right now. “If
prohibition ever happens, I’ll be a rich man,” Joe laughs.
Tequila master Joe explains just how complicated tequilas can be. Overall, it takes at least six to seven
years for any bottle to be produced. Varieties are grouped according to how long they are aged. The
first is a blanco, or silver tequila, which is un-aged (by law). “It has more strength and more agave. I
would drink that earlier in the day,” Joe explains. Then there is a reposado or rested tequila, which is
aged from 60 days to under a year. Joe considers it to be the smoothest, and typically drinks it in the
spring and fall. A tequila aged for one to three years is called an anejo, or aged tequila, and has the
“essence of the wood,” Joe says. At the top of both price and demand is what is known as “extra
anejo” tequila, aged three years and above. These can get pretty pricey – currently, the record for the
most expensive bottle of tequila ever sold is $225,000.
Like many schools or academic programs, Joe often brings in the experts to share experiences with his
students. "Sometimes a master or distiller of a brewery comes by to say hi,” Joe explains. The master is
able to explain the entire process to the group members. Su remembers, “This man came from Mexico.
He would talk to us and tell us, this year, the crops burnt. He had tears in his eyes…you could tell he
really loved his work.” Tequila has a rich and complicated history, and is the only liquor actually
governed by law. One reason its so difficult to produce is because the agave plant takes from six to 10
years to fully ripen. The late 90s brought an agave shortage, leading to an increasing number of people
planting new agave plants. Today, those plants are ready to be used, and there could be a flourish in
new tequila varieties. “A lot of tequila bars are opening throughout California,” Joe mentions. But this
success may not last long – talk is beginning about another shortage on the horizon.
Whenever possible, Joe takes his “students” on trips – limo trips and bus trips, in groups that are a
hodge-podge of students, moms and dads and retired people, traveling across the state to taste new
tequilas. And occasionally, they have blind tastings, which are usually held at somebody’s residence.
“Blind tastings are the best by far,” Joe says. The tequilas are poured from indistinguishable bottles,
such as those used to hold olive oil, and the group members are given cards to rate each type on
aroma, taste and finish. During the grand finale, Joe reveals the night’s top pick. “They figure out what
they like without the marketing…a lot of times price has nothing to do with it,” Joe explains. “I wish
there was some way I could blind taste myself!”
For more information about Joe’s many charity donations and upcoming events, visit them on the Web
at: http://www.tequilaforacause.com/ or http://www.tequilajoescollection.com/. Joe also offers a
comprehensive index of the many types of tequilas in his private collection, along with tasting notes
and price information, available online.
Written by Catherine Foss
May of 2008
Tequila Joe's Tasting Aficionados
Tequila becomes an art form Friday nights at the Davis Graduate. Part through the crowds of rowdy
Aggie students and families, and you will notice a sophisticated bunch of drinkers clustered around a
small bar that seats only a half-dozen people who aren’t swigging liquor to get drunk – they are being
schooled in the art of tequila appreciation. “Tequila” Joe Horrigan serves as grand master, a friendly-
faced man with a rich laugh, who delicately pours each shot. Group members don’t gulp – they sip
slowly, letting the liquid linger on the tongue before swallowing. These individuals are members of a
unique club called the “Tequila Joe’s Tasting Aficionados.” While Joe formed the club just a little over a
year ago, in December 2006, his passion for tequila has been years in the making.
The most challenging part about forming a tequila tasting group has been getting people to move past
the stigma many have about tequila. “It’s hard getting them to sip it as opposed to shooting it,” Joe
says. He remembers one girl who came to a tasting a while back. She led him to believe she really liked
tequila. Then, she took a sip, and the results were disastrous. “It started literally shooting out (her
nose),” Joe says, trying not to laugh. “I was thinking, she’s never going to taste tequila again.” A lot of
the problems stem from the fact that most people haven’t tasted good tequila. Jose Cuervo Especial is
the first thing that comes to mind for many people when they hear the word tequila. Personally, Joe
won’t touch the stuff because it’s what he refers to as a “mixto” that contains only 51 percent blue
agave. The other 49 percent can be other spirits, coloring…just about anything can go into it,” Joe says.
A 100 percent product, on the other hand, is meant to be appreciated, and there is an art to tasting it.
The first sip of tequila should be washed delicately over the tongue – ignore the burn, which diminishes
after that first sip. The second sip is where the flavor comes in. “Tuck your tongue. If you touch the
tequila to the tip you have more burn,” says member Su Hemenez, who has tasted 84 different types of
tequila and is still going strong. Su has been with the group since the very beginning, when there were
only about a dozen members – now, she estimates that there are around 150 members. There are no
“official” meetings for the Tasting Aficionados. Events are held throughout the month, and members
(and non-members) attend as they have the time. “It’s not like we’re out drinking every night; we
hardly even go to the events. We have kids,” Su explains.
In his attempt to change the stigma behind both tequila and tequila drinkers, Joe’s tasting events have
become fundraisers to support charities and improve the community. “I felt that it would change the
perception of tequila drinkers, and also get those people who wouldn’t ordinarily come.” They have
donated to both local and global organizations, such as the March of Dimes, the San Francisco Aids
foundation and will soon donate to the Ronald McDonald House. Much of the money earned at these
events comes through raffles, where most of the items are donated from their sponsors and host bars.
“A lot of prizes come from the Grad, Zocalo, La Pinata, Tommy’s Mexican Restaurant, El Tesoro, 4 Copas,
Sauza and many more,” Joe explains. The raffles work well because even those who don’t drink tequila
can contribute to various charities. “A lot of people now want to donate the products or donate promo
stuff,” Joe says. “It’s great to have tequila for our group and non-tequila for the rest of the people.”
Tastings and other charity events bring in additional money – and all of it goes to charity. “Last year we
raised $1,290 and this year so far we have raised $3,263 for a total of $4,553 to date,” Joe says.
Regular tastings are held Friday evenings at the Graduate in Davis. Tasting is not expensive – at the
Graduate, for example, a customer can try three different types of tequila for $10. Many of the tequilas
are rare varieties hunted down by Joe and his accomplices. At other events, tastings can cost $40 and
up. Joe provides a mini-lesson with each variety. “You get to learn about the products,” he says. “The
color, the taste and the finish.”
In addition to learning about tequila, being a group member allows entry into the Tasting Aficionados
rewards program, in which each new variety sampled earns one point. After an event, each member is
sent an e-mail list of all the tequilas they have tried, making it easy to know what to taste next time. At
25 points, the member earns a crystal tequila tasting glass with an engraved logo. Fifty points earns
them a polo shirt or tank top and, after 75 points, the members are given a bottle of tequila they haven’
t yet tried. Members graduate after reaching 100 points, and are rewarded with an out of town tasting
trip. There are two types of membership: Standard and Rewards. Joe explains the difference: “The
Standard is free to join and you have the option of joining the Rewards Program for a fee of $20 but it
is half off for the next 30 people so it is only $10 for those 30 people. Everyone starts as a standard
member and then has the option of upgrading at any point.”
Joe is still trying to work out the specifications for graduates, intending to give them positions. So far,
long-time friend Adrienne Blanco is the only member to have graduated. “When I say I’m over a
hundred, people tell me I’m an alcoholic,” Adrienne laughs. Adrienne is also the manager of Deluna
Jeweler’s in Davis, and does the marketing for the group. “Adrienne always keeps the tastings
interesting," Joe laughs. Other important people who have contributed to the group’s success include
Joe Anthony, manager of Zocalo’s, Charlie Swanson, owner of the Graduate, and Anthony Riles, who
helps with their Google group and picture site. Also noteworthy are Art Guzman of La Pinata, Julio
Bermejo of Tommy’s, and Enrico and Chris from 4 Copas.
Joe was originally a wine drinker, and became interested in tequila later in life. “Originally, I wasn’t into
tequila and my little brother was,” Joe explains. “I was into wine, and I wanted to try all of the other
spirits…once I started learning about (tequila), it surpassed the wine.” Joe started drinking it just “here
and there,” but soon found himself hooked. “I read every single book I could get my hands on,” he
remembers.
Some time later, he put on a vodka tasting for a friend’s birthday. “It was a blind tasting, and
everybody went crazy. You gotta do tequila!” So, Joe invited some friends to do a “roaming tasting”
one fateful Tuesday. They began at Bistro, and tasted a different type of tequila at each of four
different bars. There were 15 people present at that first tasting, and it has just kept growing. “I never
would’ve even imagined it would turn into this,” Joe admits modestly. Originally, his goal was to learn
more about tequila and share with others. He remembers talking to friends and asking, “What’s your
favorite tequila?” “Patron,” they would reply. “What have you tried?” he would then ask. The answer
was usually the same: Patron.
Zocalo’s alone offers 100 different types of tequila; many bars offer two or three hundred types. “I’ve
rated over 150 different products myself, so I’ve tried maybe double that,” Joe says. He estimates that
there are somewhere around 250 unopened bottles in closets and cabinets in his house right now. “If
prohibition ever happens, I’ll be a rich man,” Joe laughs.
Tequila master Joe explains just how complicated tequilas can be. Overall, it takes at least six to seven
years for any bottle to be produced. Varieties are grouped according to how long they are aged. The
first is a blanco, or silver tequila, which is un-aged (by law). “It has more strength and more agave. I
would drink that earlier in the day,” Joe explains. Then there is a reposado or rested tequila, which is
aged from 60 days to under a year. Joe considers it to be the smoothest, and typically drinks it in the
spring and fall. A tequila aged for one to three years is called an anejo, or aged tequila, and has the
“essence of the wood,” Joe says. At the top of both price and demand is what is known as “extra
anejo” tequila, aged three years and above. These can get pretty pricey – currently, the record for the
most expensive bottle of tequila ever sold is $225,000.
Like many schools or academic programs, Joe often brings in the experts to share experiences with his
students. "Sometimes a master or distiller of a brewery comes by to say hi,” Joe explains. The master is
able to explain the entire process to the group members. Su remembers, “This man came from Mexico.
He would talk to us and tell us, this year, the crops burnt. He had tears in his eyes…you could tell he
really loved his work.” Tequila has a rich and complicated history, and is the only liquor actually
governed by law. One reason its so difficult to produce is because the agave plant takes from six to 10
years to fully ripen. The late 90s brought an agave shortage, leading to an increasing number of people
planting new agave plants. Today, those plants are ready to be used, and there could be a flourish in
new tequila varieties. “A lot of tequila bars are opening throughout California,” Joe mentions. But this
success may not last long – talk is beginning about another shortage on the horizon.
Whenever possible, Joe takes his “students” on trips – limo trips and bus trips, in groups that are a
hodge-podge of students, moms and dads and retired people, traveling across the state to taste new
tequilas. And occasionally, they have blind tastings, which are usually held at somebody’s residence.
“Blind tastings are the best by far,” Joe says. The tequilas are poured from indistinguishable bottles,
such as those used to hold olive oil, and the group members are given cards to rate each type on
aroma, taste and finish. During the grand finale, Joe reveals the night’s top pick. “They figure out what
they like without the marketing…a lot of times price has nothing to do with it,” Joe explains. “I wish
there was some way I could blind taste myself!”
For more information about Joe’s many charity donations and upcoming events, visit them on the Web
at: http://www.tequilaforacause.com/ or http://www.tequilajoescollection.com/. Joe also offers a
comprehensive index of the many types of tequilas in his private collection, along with tasting notes
and price information, available online.
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