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The Miracle Men Behind Milagro Tequila

[Moises (Moy) Guindi, one of the two dynamic founders of Milagro tequila, and J.P. DeLoera, Milagro’s Texas Brand Ambassador, hung around after The San Antonio Cocktail Conference held in January, 2015. Tequila Aficionado Media chased down these two gentlemen for a rare chat at the bar of the luxurious Westin Riverwalk Hotel.]

MilagroBarrels

Ambassadors For the Modern Mexico

The time was 1997, and Europe had just signed a trade MilagroAgaveagreement with Mexico.  It officially recognized such spirits as scotch and cognac, among others.  In turn, Europe acknowledged tequila and mezcal’s denominations of origin.  Even though Mexico had issued its Protection of the Appellation of Origin Tequila in the early 70’s, this agreement was the first step in tequila finally gaining the global respect it deserved.

MilagroHomeUp until then, it had been heavily marketed as a traditional spirit often depicted in rustic agricultural scenes of burros and roping charros.  But, a new millennium was near, and a bustling Mexico City was partying like it was 1999 with art, music, design and architecture.

For two young college buddies, Danny Schneeweiss and Moy Guindi, the Mexico City club scene was where tequila sorely lacked a more modern edge and feel.  It was then that they deliberately set out to propel tequila’s image into the 21st Century.

Making Tequila Fashionable

003In this clip, Moy recounts the journey he and Danny embarked on to chart Milagro’s agave forward flavor profile in an era where producers were masking their juice to taste like other spirits.

 One Foot in Tradition, One Foot in The Future

Here, Moy and Milagro’s Texas Brand Ambassador, J.P. DeLoera, explain Milagro’s distillation process which combines old style methods with modern machinery to achieve and enhance its unique flavors.

Further emphasizing their respect for old world techniques, both J.P. and Moy describe how their exclusive joven tequila, Milagro Unico, is made.

Sophistication In A Glass

Milagro’s unique bottles have long been sought after by collectors.  Moy DannyUnicoblames his partner Danny, as the creative mind behind reimagining tequila’s image in clubs and bars around the world.

Milagro was designed to evolve tequila from a red headed step child to a sophisticated gentleman in a classy container.  But, the partners also wanted it to educate consumers.  They added a stylized agave inside each hand blown bottle of their Select Barrel Reserve expressions to illustrate tequila’s true bloodline.

What’s In A Name?

Moy recalls the hilarious story of how Milagro got its name.

How To Sip Milagro

J.P and Moy define the differences between Milagro’s core line and the Select Barrel Reserve.

All This and Kosher, Too?

Thinking ahead, the co-founders of Milagro decided to make their tequila kosher, one of the few brands at the time to do so.  Their reasoning was more personal than you might think.

Where Are They Now?

MilagroBoxIn 2004, Moy and Danny entered into a partnership agreement with family owned super-premium spirits distiller, William Grant & Sons.  The UK based company eventually acquired a 100% stake in Milagro in 2006.  This allowed Milagro to reach nationwide distribution in the U.S. and in key global tequila markets.

Not ones to rest on their success, both Moy and Danny retained certain rights and still have responsibilities to the brand as Moy clarifies here…

Almost 20

After almost 20 years in existence, J.P. describes his strategies to Milagro’s current challenges in the marketplace.

Having birthed Milagro in the midst of the Agave Crisis of the late 90s that almost bankrupted them, Moy learned the hard lessons of staying ahead of the agave pricing curve.

What About China?

Unlike the major spirits brands who consider exporting into China as the next gold rush, Moy believes that a conservative “wait-and-see” approach is best for Milagro.

La Leyenda del Milagro

Both J.P and Moy share their views on the one thing that you should know about Milagro.

Looking Ahead

Demonstrating that they haven’t lost their entrepreneurial drive which spearheaded Milagro into tequila’s New Age and made them one of the top three most influential start ups in Mexico, Moy and Danny are currently involved in a partnership with Montelobos mezcal.

Whatever tequila’s future holds for the next twenty years, it’s a sure bet that Moy and Danny will be at the forefront pushing it, and Milagro, to further heights.

Tequila Aficionado Media Reveals 2014 Brands of Promise™ Winners!

Awards Announced During a LIVE Google Hangout Telecast

For Immediate Release!

hangouts2March, 28, 2015, San Antonio, TX—In an unprecedented live Google Hangout telecast, Tequila Aficionado Media (TequilaAficionado.com) unveiled its Second Annual 2014 Brands Of Promise™ Award winners in Tequila, Mezcal and several other agave related categories.  A full list of Brands Of Promise™ winners can be viewed and downloaded here.

tequila awards, tequila aficionado, brands of promiseAmong the stellar labels recognized as Brands Of Promise™ award recipients, Trianon Tequila won the judges’ Best of Show Award, and Briscas Mezcal was recognized with a Gold medal for each of their expressions.  Gold was bestowed onto JLP Golden Lime Margarita in the Ready-To-Drink (RTD) category, as well.

Download the full list of nominees & winners here.

“The quality of the juice in 2014 was just outstanding,” crowed M. A. “Mike” Morales, CEO of Tequila Aficionado Media.

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“What a great year 2014 was!” agreed Alex Perez, Founder and Chairman of Tequila Aficionado.  “So much good juice.  So much good quality.  It is the best time for agave spirit aficionados.”

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Best in Show

“Man this was tough,” added Morales, referring to selecting medal winners.

All brands were judged by Perez and Morales, as well as by other Tequila Aficionado staff, on how they performed during Tequila Aficionado’s wildly popular Sipping Off The Cuff™ video series seen regularly on TequilaAficionado.com and viewable on its YouTube channel.

Unlike other spirits contests, The Brands Of Promise™ Awards does not require participating agave spirit brands to pay an entry fee.  It also does not charge winners additional hefty licensing tariffs for the rights to use the medal award graphics on their labels, neck tags, shelf talkers, brochures, point-of-sales materials and websites.

2014-08-11 15.09.09“Competition for shelf space and ‘share-of-mind’ is fierce in this business, especially when going up against more established brands with deep pockets,” admits Perez.  “Most new tequilas, and dozens of mezcals and other agave spirits, are virtually unknown to consumers,” he explains.  “That doesn’t mean that promising startups shouldn’t be recognized.”

“We’re not out to gouge anyone,” declares Morales.  “We understand that advertising budgets for emerging brands are always costly in the beginning.”

Morales adds, “Simply being nominated for the Brands Of Promise™ awards means that we deem each of these participating brands worthy of the public’s attention.”

***

About Tequila Aficionado Media

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Since 1999

TequilaAficionado.com, (Tequila Aficionado Media) is the most comprehensive and informative source for tequila, mezcal, and sotol on the internet or in print today.

It has been the only online tequila magazine for the past 15 years and is visited by tequila aficionados in over 120 countries around the world.  It produces fresh audio, video, feature articles and other content, and successfully shares them throughout all of its powerful social networks for maximum exposure.

About the Brands Of Promise™

If you would like to enter your tequila, mezcal, sotol or other agave spirit or related product in the coveted Brands Of Promise™ awards, click here.

If you would like additional publicity for your product or brand, simply click here for our current rates and special promotions.

Download the full list of nominees & winners here.

Tequila Aficionado Brands of Promise Awards Live Tonight!

tequila awards, tequila aficionado, brands of promiseBrands of Promise LIVE Broadcast

On Saturday, March 28, at 7:00 PM Central Time, the Tequila Aficionado 2014 Brands of Promise Award Winners will be announced LIVE online on Google Hangouts.

Several Ways to Watch

  1. shotClick here to go to our Google+ event page and feel free to post questions prior to the event.  We encourage nominees to log into Google+ and participate.
  2. Go to our dedicated page on TequilaAficionado.com for the Live Broadcast.  (Click on the screenshot for a larger image showing how to get there.)
  3. Click here to watch on YouTube, at home or on your mobile device.
  4. Follow the #BOP2014 hashtag on Twitter.

 

Brands of Promise, Changing the Game

hangouts2The Tequila Aficionado Brands of Promise Awards were our response to a secondary industry that has sprouted up around awards programs in the spirits industry. In a very much pay-to-play world, Tequila Aficionado has changed the game.
Every brand that we review (free) each year is automatically entered in the Brands of Promise Awards at no cost. We nominate the brands that stand out among their peers and judge the nominees at the end of the year. The winners may just surprise you.

hangouts1Join us for the live broadcast of the 2014 Brands of Promise Awards on March 28, 2015 at 5pm Pacific/7pm Central as our hosts M.A. “Mike” Morales and Alexander Perez share the Tequila Aficionado picks for the Platinum, Gold, Silver, and Bronze in the 2014 Brands of Promise Awards.

Find out more about the Brands of Promise Awards here.

See the full list of 2014 Nominees here.

RSVP for your front row seat here.

Sipping Off The Cuff: Partida Tequila Blanco

partida_bottlesbottle-partidablanco2Mike & Alex taste and discuss Partida Tequila Blanco.

Find Partida Tequila online here.

Partida Tequila on Facebook and Twitter.

tequila awards, tequila aficionado, brands of promiseBrands of Promise LIVE Broadcast

On Saturday, March 28, at 7:00 PM Central Time, the Tequila Aficionado 2014 Brands of Promise Award Winners will be announced LIVE online on Google Hangouts.

Join Us on Google Hangouts

Click here to go to our event page and feel free to post questions prior to the event.

Brands of Promise, Changing the Game

The Tequila Aficionado Brands of Promise Awards were our response to a secondary industry that has sprouted up around awards programs in the spirits industry. In a very much pay-to-play world, Tequila Aficionado has changed the game.
Every brand that we review (free) each year is automatically entered in the Brands of Promise Awards at no cost. We nominate the brands that stand out among their peers and judge the nominees at the end of the year. The winners may just surprise you.

Join us for the live broadcast of the 2014 Brands of Promise Awards on March 28, 2015 at 5pm Pacific/7pm Central as our hosts M.A. “Mike” Morales and Alexander Perez share the Tequila Aficionado picks for the Platinum, Gold, Silver, and Bronze in the 2014 Brands of Promise Awards.

Find out more about the Brands of Promise Awards here.

See the full list of 2014 Nominees here.

RSVP for your front row seat here.

Sipping Off The Cuff: Real Gusto Tequila Blanco

real gustoMike & Alex taste and discuss Real Gusto Tequila Blanco.

Find Real Gusto Tequila on Twitter here.

tequila awards, tequila aficionado, brands of promise, real gustoBrands of Promise LIVE Broadcast

On Saturday, March 28, at 7:00 PM Central Time, the Tequila Aficionado 2014 Brands of Promise Award Winners will be announced LIVE online on Google Hangouts.

Join Us on Google Hangouts

Click here to go to our event page and feel free to post questions prior to the event.

Brands of Promise, Changing the Game

The Tequila Aficionado Brands of Promise Awards were our response to a secondary industry that has sprouted up around awards programs in the spirits industry. In a very much pay-to-play world, Tequila Aficionado has changed the game.
Every brand that we review (free) each year is automatically entered in the Brands of Promise Awards at no cost. We nominate the brands that stand out among their peers and judge the nominees at the end of the year. The winners may just surprise you.

Join us for the live broadcast of the 2014 Brands of Promise Awards on March 28, 2015 at 5pm Pacific/7pm Central as our hosts M.A. “Mike” Morales and Alexander Perez share the Tequila Aficionado picks for the Platinum, Gold, Silver, and Bronze in the 2014 Brands of Promise Awards.

Find out more about the Brands of Promise Awards here.

See the full list of 2014 Nominees here.

RSVP for your front row seat here.