Patrón Spirits Introduces Roca Patrón, Small Batch Tahona-Only Tequila

 Patrón Spirits Introduces Roca Patrón, Small Batch Tahona-Only Tequila

Patrón Spirits have recently unveiled Roca Patrón, the company’s first line of tequilas produced entirely from the labor-intensive, centuries-old tahona process. Roca Patrón will be available first in the United States, starting in Summer 2014, before making its way into additional markets across the globe.

Early indications from certain individuals inside the tequila community, who have had the privilege of tasting this before its official release. have had very positive things to say about it.

Full PR can be found in the main article.

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Agave Underground Tequila Introduces Sabroso, a Prickly Pear Infused Tequila

Agave Underground Tequila Introduces Sabroso, a Prickly Pear Infused Tequila

Agave Underground Tequila have recently announced that they will be launching a new product Sabroso, a prickly pear infused tequila, to tequila enthusiasts at the end of June.

In addition to offering a new product, Agave Underground has expanded their brand and can be purchased in the states of Texas, Louisiana, Illinois, Kansas, Pennsylvania and Arkansas. They also disclosed they have a broker in the control states of Ohio, Alabama, Mississippi and Iowa. Agave Underground Tequila is now in a total of 22 states and 2 provinces in Canada – British Columbia and Alberta.

Full PR in the main article.

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el Jimador Launches "Take Home the Spirit" to Engage with Football Fans

el Jimador Launches 'Take Home the Spirit' to Engage with Football Fans

Once again the folks at el Jimador Tequila are pairing up "The Beautiful Game" and "Tequila". In a recent communication they have announced the launch of their "Take home the Spirit" program with a unique Foursquare powered “Watcher’s Guide,” to provide fans in 14 cities in the United States with a list of bars and restaurants where the FIFA World Cup games will be featured.

Additionally they have once again launched a series of commemorative soccer football bottles. Available for a limited time in the Blanco and Reposado expressions, these beautifully designed bottles illustrate a soccer football through a street art splash stroke effect to comprise the background visual while the bold color strokes across the lower portion of the design reflect the US and Mexican team logo colors.

Full PR, the avoidance of using the word "FIFA World Cup" due to legal reasons as well as a constant misspelling of the word football, can all be found in the main article.

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Baron Tequila Awarded Gold Medal at 2014 Los Angeles International Spirits Competition

Baron Tequila Awarded Gold Medal at 2014 Los Angeles International Spirits Competition

Following on from their recent success at the 2014 San Francisco World Spirits Competition Baron Tequila have announced the latest addition to their trophy cabinet, a Gold Medal from the 2014 Los Angeles International Spirits Competition.

First unveiled in 2013, Baron Tequila is organic, gluten free, kosher tequila that champions small batch superiority. Handcrafted in Tequila, Jalisco, Mexico, Baron Tequila is the brainchild of founder Jana Khaim and her desire to build a business for her children after battling cancer. She teamed up with the family-owned and operated Ansan Distillery where 20-years of experience oversees each step of the process – from growing and harvesting the agave to the triple distillation and bottling.

Full PR in the main article.

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Master Tequilier Makes Inaccurate Claims on the Health Benefits of Tequila

Master Tequilier Makes Inaccurate Claims on the Health Benefits of Tequila

Baron Tequila are the latest brand to make inaccurate claims on the health benefits of tequila. In March of this year Mexican scientists presented their work on agavins, a natural form of sugar found in agave, at a meeting of the American Chemical Society. Studies conducted in mice showed how agavins reduced glucose levels and increase GLP-1 (glucagon-like peptide-1), as well as also increasing the amount of insuline in the blood.

Various tequila brands (read: PR companies) made their own inferences from this research announcing through press releases and social media that drinking their particular brand of tequila would be beneficial for your health. However, all failed to read the research in its entirety and completely overlooked the passage where the lead scientist stated that these benefits were not relevant to tequila.

“Of course, the agave’s claim to fame is as the plant from which tequila is made." Mercedes G. López, Ph.D. explained "Agavins are the only carbohydrates used to produce the drink. All ethanol in tequila comes from the fermentation of glucose and fructose generated after agave pines are cooked. But because the agavins are converted to ethanol, agavins are not found in the finished product.”

The first to fall foul of these reckless claims were the high profile brand Avión Tequila. Founder Ken Austin released a statement in May of this year laying the blame for this oversight at the feet of their PR company Allison Brod PR.

“PR firms sometimes put things out and then come back to the client,” Austin told Fred Minnick. “Then, you have weekly and monthly meetings to see the pitches. In this case, a junior person just threw {the idea} out there to see if they got some bites.”

This is not the first time that tequila brands have used inaccurate health claims to promote their products. The last few years have seen a surge in brands claiming that their 100% agave products will not result in a hangover the following morning. Anyone with a basic understanding of biology should know that these claims are impossible.

Let's try to keep those PR folks in line please. Better yet, let's leave the science to the scientists.

We've included Baron Tequila's press release in the main article for reference.

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