Tres Agaves CEO Barry Augus on the "Tequila Made in Tequila" contest running through November 6th
One of the growing brands of Tequila that you see on shelves, Tres Agaves stands out from other spirit brands in only using ingredients that are USDA-certified organic. Produced in Mexico's Valley of Tequila, the products of Tres Agaves are overseen by a fifth-generation family of tequila-makers. The company launched in 2008 with its first bottle being shipped out in 2010. The same year of that initial shipment, Tres Agaves' Añejo variety was awarded the Chairman's Trophy at the 2010 edition of the Ultimate Spirits Challenge.
Currently Tres Agaves is in the midst of its "Tequila Made in Tequila" campaign. Focusing on the roots of Tequila, Tres Agaves has a contest sweepstakes in which one winner (and guest) will get to spend three days in Tequilla Valley, as inclusive of airfare, accommodations at Hotel Solar de las Ánimas, and meals. Internet users aged 21 years of age and up can enter through the Tres Agaves website through November 6th.
To learn more about the interactive campaign, its sweepstakes and Tres Agaves as a whole -- its New York outlets include Rocco's Tacos, Goodfellas Wine & Spirits, Provence En Boite and Atlantic Cellar -- I spoke with Tres Agaves CEO Barry Augus for No Place Like Long Island. More on Augus and Tres Agaves can be found at www.tresagaves.com.
What was the inspiration behind the "Tequila Made in Tequila" campaign?
Barry Augus: Tequila is a denomination of origin spirit, so like Champagne or Cognac, it has to be produced only in specifically sanctioned regions. As such, it brings with it a tremendous sense of place and provenance.
While the tequila-producing region has expanded its terroir since tequila was first produced in the Valley of Tequila in the 16th century, my affinity has always been for this region where Tequila was born. During my nearly two decades in the industry, I have had the good fortune of spending a great deal of time in Tequila and have fallen in love with the people and festive culture. The "Tequila Made in Tequila" campaign is our way of sharing our passion for and connection to the region. Most people don't even know that there is a town named Tequila and love to learn more about it! We hope that through the imagery and messaging in our unique campaign we will leave people with a lasting visual and visceral sense of the people and spirit of this magical place called Tequila!
I understand Tres Agaves is giving away an all-expenses-covered trip to Tequila in February, 2018. What else can you tell me about that?
Barry Augus: We created this trip giveaway to further promote interest in traveling to the region. The government and the Tequila industry have put a lot of resources behind promoting the Tequila Valley as a destination much in the way that Napa Valley has been for the wine industry. Tequila is a fantastic destination for people seeking a unique adventure – between enjoying the great food of Jalisco, listening to the incredible mariachi music and touring Tequila distilleries -- it is hard not to have a good time. Obviously, the trip is all about experiencing the world of Tequila and the unique culture and heritage of the region, just as is our "Tequila Made in Tequila" campaign, thus making this opportunity a logical extension of the marketing campaign.
What does a person have to do to enter to win that trip, and what does the experience entail?
Barry Augus: All contest entrants must be 21 or older and can register via our website. Our goal was to design a fully-immersive trip to the Tequila Valley, where the winner will have an experience unlike any other. The visit will include three nights at the idyllic Hotel Solar de las Ánimas, distillery and agave field tours, round-trip airfare, and gift cards for food and beverage.
Contest aside, what is coming up for Tres Agaves?
Barry Augus: We have a number of exciting product and other developments in the queue. One in particular is that we recently updated our Bloody Mary mix to have a bolder flavor, and feedback has been very positive. As with all of our mixers, it is USDA certified-organic and only uses blue weber agave nectar as a sweetener. The enhanced spice blend gives it a bit more kick and depth and will allow for perfect Bloody Mary's at home or behind the bar in seconds.
We are also proud to announce the continued success of our single barrel program, which recently expanded to include Reposado Tequila. Bars and restaurants have the opportunity to sample different barrels of aged Tequila and select one for an exclusive proprietary bottling. We've received a wonderful reaction to this, as accounts can select a flavor profile that is particularly suited to their cocktails or food. As a growing brand, we always have our eyes on the horizon, so definitely stayed tuned for future developments.
