Private Air New York

www.privateairny.com Private Air New York | Spring 2015 78 TIPPLE here is something divine about a well- made tequila, and the luxury market has taken note. To quote the Distilled Spirits Council of the United States: "While value and premium [tequila] brands are the backbone of the US market, the fastest growth has been in high end and super premium brands. High end brands have grown 178 percent in volume since 2002. Virtually unknown in 2002, super premium tequila volumes have skyrocketed 482 percent." It's no longer difficult to find premium tequila bottles over $1,000. Nor is it tough to find sophisticated celebrities launching their own line of the spirit, with everyone from George Clooney to Carlos Santana attaching their name to a tequila. Tequila has gone luxury in a big way. Victor Brierley, director of Liquor to Lips, isn't surprised: "e world is falling in love with artisan, quality spirits. Richer people want the best, whether it's to drink or collect. Scotch whisky has a very mature collector's market… Tequila, rightly or wrongly, is becoming the same status symbol." e roots of luxury have always been there in tequila. Like champagne, tequila is tied to an area: the Mexican state of Jalisco, where the sugar-rich blue agave plant grows. is provenance means each bottle comes with a unique number linking back to the distiller owner. Like fine wines, tequila needs time. "It takes seven to 12 years for the agave to mature before harvesting," says Rob Day, beverage director for tequila-focused La Biblioteca in New York. e agave hearts are cooked, crushed, pressed for juice, fermented, and distilled, meaning "tequila drunk today was made at least seven years ago." en there's the spirit's complex flavors. "You'll experience warmth, richness, quality and 'mouth feel' when you taste tequila, in the same

• Cover