Mexcham --- Publicaciones

Hong Kong, December 3, 2009

Sheraton Hotel

Wines R Us (WRU) launches Jalisco’s Top Artisan Tequilas in Hong Kong

With a very lavish display of food and mariachi music, Wines R Us, a top quality supplier of fine wines and spirits from around the world based in Hong Kong, introduced the local market to some of the premium quality, artisan crafted tequilas from Jalisco, Mexico. Six fine quality tequila producers have organized themselves as the Jalisco Tequila Consortium. With more producers to join in the near future, in order to enter the Asian markets in 17 different countries and provide top quality products that should be enjoyed and appreciated as elite connoisseur drinks, such as cognac or whiskey.

Wines R Us, the exclusive importer and representative in Asia has a strategy to introduce the tequila culture to the local market. Positioning these particular brands as ultra top premium products and lesson the public on the differences between low-standard tequilas and ultra fine, artistically crafted ones.

We had an opportunity to interview the members of the Jalisco Tequila Consortium, who were in the event, promoting their brands and training the public on the “tequila tasting” process.

Tell us about the Jalisco Tequila Consortium and how it started

“The regions of Tequila and Los Altos, in Jalisco, Mexico have had a long tradition of tequila production and therefore quality products throughout generations. But still, to be successful in new markets like Asia we realized we could not do it as individual producing distilleries”, said Carlos Muñoz, Managing Partner of Destileria La Fortuna. Jorge Sandoval, Managing Director of Destiladora Suprema de Los Altos, and President of the Jalisco Tequila Consortium, also mentioned “we decided to join efforts, make peace with the ‘enemies’, this means, with our local competitors, in order to become a family of tequila producers with the capacity and organization to venture into the Asian market. It hasn’t been easy, it was challenging to get everyone to agree, but we are now convinced that this is the only way to introduce our products to a new and demanding market like China”.

What is special about the China spirits market?

“China is an exciting culture, with the characteristic of being challenged to create the need to consume high end tequila”, said Mauro Mazzacarati, Regional Director of Wines R Us for Latin America. “It is the most ambitious market. They have the resources, but they do not know much about the qualities of Tequila 100% agave and the technique to appreciate it”, he added. “Here is where the challenge resides, in enlightening people and positioning these products based on quality and status”. Mr. Mazzacarati was instrumental in the creation of the Jalisco Tequila Consortium, being based in Jalisco, Mexico. “The only path to enter China was as a association, organized as a group, because the potential for business is gigantic. Wines R Us helped to shape that effort and here we are now, ready to enter Asia like a storm”, he added.

Alejandra Montes, the Export Manager for Agroindustria Guadalajara, another distillery member of the group told us: “both Mexican and Chinese cultures are actually very similar, and very traditional. Our partners, Wines R Us, have the expertise and the logistics network through distributors and wholesale vendors to help us sell the intrinsic features of tequila 100% agave, which are quality, tradition and culture”.

How do you plan to market these tequila products?

“We are going to introduce the products in different stages. Starting with Hong Kong, Macao and Shanghai”, said Jorge Sandoval. “Early next year, we will enter Japan, Taiwan and South Korea, and will spread throughout China in 27 different cities. Finally, we will then go for the rest of the South East Asian markets for the later stage.”

Sandoval was passionate about their products and their rich history and tradition. “There is no high end, artisan crafted tequila in this market readily available today. We want to spread the word about tequila values, made exclusively in Mexico, its traditional history and quality”, he said. Also mentioned that top tequila producers are regulated and certified by the Tequila Regulatory Council (CRT by its initials in Spanish), which certifies that the product is made 100% from agave. “People sometimes complain that Tequila will make them feel sick. The reason is that if it is of low standard Tequila made of sugar cane that may be the case. However, good Tequila, artistic Tequila, is like a good Whiskey. It has a special culture, a divine pleasure, a sophisticated drink, which takes years to be created, comparable to any top quality wine,” he argued.

Maritza Vidaurri, from Marvink Internacional, another member of the Consortium, was very enthusiastic about marketing their products along with the perceived image of Mexico. “We should take advantage of our rich culture, our history, our music and reinforce Tequila as part of our tradition and legacy”, she added.

Hector Galindo, President and CEO for Tequilera La Quemada, insisted that the most challenging effort is regarding the need of training and tutoring. “We must teach them (Chinese population) how to drink tequila, to perceive aromas and flavors, so people can really appreciate the differences,” He insisted that “Tequila is a very versatile product, and can be used for cooking, marinating meats and even baking”. The organizers of the event provided tequila cake samples for all attendees to taste, which actually were a highlight of the evening.

What is your current production capacity, and can you supply the Chinese market, should it take off?

“At the moment we are six tequila producers, but we are moving forward to become ten in the near future”, said Jesus Vazquez Soriano, Director of Tequila Doña Mariana. “We are prepared to supply these markets today, and to deal with an expected boom in consumption. Depending on the market and its trends we have time to plan and adjust for any growth in the coming future.”

Mr. Sandoval also mentioned “we will be focusing on a niche market, and the market will segment the tequilas, and our current capacity is more than enough for this market.”

How can MEXCHAM help you to achieve your goals?

“We have an aggressive plan to market these products”, said Mr. Mazzacarati and Mr. Sandoval. “We believe that MEXCHAM can help tremendously in spreading the word, educating the people and offering the Tequila in promotional events”, said Mr. Mazzacarati. “We are going the big picture”, he added. “We envision a plan to promote ’Tequila Tourism’ and coordinate with tour operators in China and Hong Kong to send interested Chinese tourists to the tequila regions in Mexico and provide them with the entire Mexican experience. This means, from air travel, to accommodation at traditional Hacienda lodgings, have a tour guide of the agave fields to take them to the distillery factories and to see the process of tequila production, including of course, our traditions as mariachi, Mexican food, a ‘charros’ performance (Mexican cowboys) and all the enjoyment that only Mexico can offer as a complete package experience.”

Mrs. Ruth Marquina, from MMD Publicidad, explained that this is the first consortium of Tequila producers in the history of Mexico, and that it was such a big deal, that they even received support from the United Nations to organize and promote the Consortium. She suggested “we have several cooking books, in English currently, which we intend to translate into Chinese to contribute to the lecture process of traditions in Mexico. Many of the recipes include tequila on them, and we hope you can help us market these at your events”, she added.

For more information, please contact:

Wines R Us, www.aar-wines.com or send an e-mail to hk@mexcham.org

Tequila brands from the Jalisco Tequila Consortium.

Tequila Copa Imperial

Hector Galindo

President & CEO

www.4copas.com

Tequila Doña Mariana

José de Jesús Vázquez Soriano

Director

www.tequiladonamariana.com.mx

Tequila Herencia Mexicana