Sometimes curiosity gets the better of me, and I just have to find out if something is worth drinking. That's how it went with Yeyo. During 2011 the web was alight with talk of a new tequila on the scene, stimulated by a very heavy social networking presence. Boasting modern design and with high praise being thrown from pillar to post I quite simply had to find a way to get my hands on a bottle and try it. Luckily Jon Bullinger himself was kind enough to send us one to taste, although to be honest I wasn't that much against having to jump the pond and head State-Side at some point this year to pick one up. Either way we finally got a chance to see just what all the fuss was about.
Name: Yeyo Tequila Silver (Blanco)
Distillery: Feliciano Vivanco y Asociados, S.A. de C.V.
Location: Highlands – Los Altos
From the off you'll notice the frosted bottle oozing modern design. If you've done your homework, you'll know by now that Jon Bullinger holds a Bachelor’s of Science degree in both Business Management and Marketing from the University of Phoenix, and that this product is clearly reaping the benefits of his education. Jon's vision for his tequila brand can be felt through all the marketing surrounding Yeyo, everything is modern, minimalistic, puts the focus of the consumer squarely on the bottle and, more importantly, the tequila.
I crack open the screw top and here the discussion begins. I'm a traditionalist and I do like to pull a cork out of my bottle. Jon states that the cap "leaves the flavor of the tequila completely unaltered from start to finish", I can't help but miss the cork though. Despite Jon's logic I guess I'm just a romantic at heart.
As I swirl the Yeyo around my glass I'm unable to detect the presence of strong alcohol, which could be regarded by some as either hot or burning, as well as any other harsh aromas in the nose. Additionally I'm also unable to detect any overly strong ester or chemical fragrances, so it's certainly not smelling like this tequila is going to be headache juice. As I'm swirling I notice that thin legs are quickly forming on the side of my glass, which in turn are quick to pearl. One would assume by now that it goes without saying that this blanco tequila is crystal clear, but for the sake of going on the record, this blanco is crystal clear.
I take a sip and what strikes me first is how sweet and easy going this tequila is, there are absolutely no bitter qualities to it. During Yeyo's inception Jon Bullinger polled his friends in search of the ultimate taste qualities for his tequila. The goal was to create a tequila that would appeal to the American palate. I would imagine that they were looking to create a smooth blend, but to me it's left the tequila feeling just a tiny bit too thin in the mouth. Yeyo, much like in the nose, isn't particularly hot on the tongue either and has just a slight burn going on in the after taste. However, what I like the most about Yeyo is the hint of fresh pears in the mouth when you sip, a flavour which you simply don't come across that often and I'm a huge fan of it, I'd be willing to speculate that this would be due to the yeast that they’re using during fermentation. Along with that wonderful pear flavour you can clearly taste those agave in the mix.
Like many others that have tasted Yeyo I do have some minor concerns regarding the price. Jon Bullinger is from Oregon, and due to the crazy tax laws over there, you're looking at having to pay out $49.95 in Oregon for a bottle of Yeyo. Jon has previously mentioned himself that there's very little he can do about this as the price is governed by that particular state, apparently buying tequila in Oregon isn't for the faint of heart. However, in the Dallas Fort-Worth area (Texas) the price of Yeyo can be found for a much more reasonable $32.99.
Personally I can see this tequila doing very well in clubs and bars, either by the glass or as a mixer due to the strong and somewhat youth orientated marketing approach. Jon's vision is clearly to turn his brand into a household name and I believe, in time, it will be. Jon Bullinger is a man that knows what he wants, and then goes out and gets it. Additionally I also believe that in time this particular marketing campaign will work in the favour of the consumer, providing a greater opportunity for people to get their hands on Yeyo and, with any luck, allow Jon to get that tequila into a lower price bracket where it ultimately belongs. Remember however that just because you can potentially use Yeyo as a mixer...it doesn't mean that you should!