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Not Just Any Tequila

The latest TV ad for Hornitos Tequila, titled “Not Just Any Tequila,” is well on its way to the commercial hall of fame. Four guys Hornitos Platawalk into a bar and order tequila shots. When the bartender asks them if they want a specific brand, they reply: “It doesn’t matter---any tequila.” The ad then morphs into a series of fantasies. The quartet are standing in a barber shop, saying “It doesn’t matter---any haircut,” followed by a shot of four badly butchered mohawks. After saying “It doesn’t matter---any tattoo,” they end up with facial ink depicting butterflies and happy faces. In a travel agency, they say “It doesn’t matter---anyplace,” and ride a bus filled with octogenarians singing, “She’ll be coming ‘round the mountain when she comes.” In the final shot, they relent and say: “You know what---make it Hornitos Tequila.”

 

There’s no doubt that most of the Hornitos ad campaigns have focused on a young, hip demographic, as does their website. “The history of Hornitos Tequila and its legendary founder Don Francisco Javier Sauza is long and storied,” declares the site, “But, let’s face it, you’re probably not here for history. You’re here for now.” The few Millennials or Generation Xers interested in the long-term might want to know that Sauza was one of the great pioneers in the production of tequila. He inherited the firm that bore his name from his grandfather, and ran it from 1946 to 1988. He insisted that true tequila come from the Mexican state of Jalisco, and that it be made from 100% pure blue agave. He created most of the high-end Sauza spirits, such as Commemorativo and Tres Generaciones, and launched the Hornitos brand in 1950.

 

Plata ($25; 80 proof/40% ABV) is the workhorse of the Hornitos line. The nose is clean and floral, with whiffs of anise and menthol. Although slightly sweet on entry, the mid palate is dominated by pepper notes and a continuation of the minty, anise-infused flavors hinted at on the nose. The finish is long and spicy, with a pleasant burn. Given the purity of flavor, this would make an excellent Margarita.

 

If you’re fond of drinking tequila in the traditional manner, you know that the combination of salt, lime and spirit can be challenging---particularly as the evening wears on, and hand/eye coordination is in short supply. Hornitos has solved the dilemma with Lime Shot ($23; 70 proof/35% ABV), which combines all the essential components of the ritual in a single glass. The nose is filled with mouthwatering aromas of fresh lime, tart and appealing. In the mouth, the spirit is ripe and full-bodied, with the natural sweetness of the citrus balanced by a slight salty edge. All the elements come together on the resonant finish.


Mark Spivak is the author of Iconic Spirits: An Intoxicating History, published by Lyons Press (Globe Pequot); for more information, go to amazon.com


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