Many Mai Tais on the Menu at the reopening Trader Vic's in Emeryville
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Breaking: Jose Cuervo is a Small Craft Distillery

I don't often pick on bad press releases, but this one made my jaw drop in its chutzpa. Apparently Maestro Dobel tequila is part of the growing trend of small-batch craft distilling.

Never mind that the brand comes from NOM 1122, which is the distillery where they make such other small batch spirits as Jose Cuervo, 1800 Tequila, and Gran Centenario.

Get a load of this press release that just came in (emphasis in bold mine):

Craft spirits remain a tiny niche in the U.S however, consumers are always looking for exclusivity when it comes to liquors.  Craft distillers, small scale operations that are similar to microbreweries, cater to consumers’ appetite for artisan and local markets.  This elite sector in the spirits world is making a come-back as the recession is letting up.

What makes a craft distiller?  These hands-on, hand-crafted operations make spirits in small batches, often producing less in a year than larger distilleries bottle in an hour. Craft distillers provide an opportunity to add uniqueness to the spirits industry, most of the time, in extremely limited quantities (the average craft distiller might produce 6,000 cases a year). Exclusive sprits like Maestro DOBEL tequila that produce only 2,000 exclusive cases per year, are no exception.

As such, Maestro DOBEL, has mastered the craft of producing top tequila.  As an exciting blend of three aged tequilas, Resposado, Anejo, and Extra Anejo, the entire distillery process is done by hand from filling to individually numbering each bottle. 

Then the email concludes with an offer to interview a tequila maestro and tells how the brand was created by Juan Beckmann from "the world's most prominent tequila-producing family."

No kidding.



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Nicolas Palazzi

yeah but the filtration gives the"Tequila an incredible Diamond Clarity and crispness" for the Diamond one at least. I ve always thought that if something was missing within the tequila category it was clear products. And not only that but it is also diamond crisp. Can't wait

Camper English

I've had it. I don't really get the point of it, but it's not bad by any means. That press release was just... extraordinary.


Don't knock it 'til you've tried it. Not sure I would have fallen for the marketing, but just opened a gift bottle and it is way up there. No idea of price comparison, but it is light and flavorful, and should compare to anyting in the $60 price range.

I think Camper's point is not so much about the Tequila itself but that factually speaking the press release is "a bit of a stretch". And then to claim their "boutiqueness" on the one hand and then reference Sr. Beckman on the other... well, it's more than a bit humorous.

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