SaloonBox Behind The Scenes: Asombroso Tequila
Our May kit features the exquisite AsomBroso Tequila. They have a number of high end bottles and we got to feature a unique rose tequila, which has been rested in bordeaux barrels. Here's our interview with one of the co-founders that goes behind the scenes to highlight what makes AsomBroso tequilas so special.
Tell us about your background and what led to the creation of AsomBroso?
Well, I went to the school of hard knocks in east Detroit were didn’t have more than two pennies to rub together growing up. As I got older I learned to work hard and never give up. I created 3 successful companies in my life from this, a car prep company named Focus on Cars, movie studio company named Southbay Studios, and AsomBroso Fine Tequilas.
How AsomBroso was born is very interesting. It started about 20 years ago, I had a barrel of what I was told it was tequila that I brought over the border in Ensenada. I served it to people in my other businesses and they went wild over it. This compelled me to try and get more. When I approached the people I bought it from, I learned that it was in fact grain alcohol (not tequila). So the short story is I went to Guajajara, found a rundown distillery and rebuilt all the equipment, got certified with the CRT and then learned how to make tequila.
What do you look for in a premium tequila and what sets your tequila apart from others on the market?
I look for traditional values as much as innovation. If a tequila can stand out on its own, or does it need a marketing campgain to help people believe it’s worth it.
Why my tequilas stand out is because I use the same approach I use in all my life ventures. I look at the way everyone does it and take a left turn. I question everything and decide wheteher this will make it much better and then I do it.
Just look at my line up, Boudreaux rested reposado, 11 year aged extra anejo, Silver Oak Cellars rested extra anejo, Port Barrel rested extra anejo, and my newest creation, our el carbonzado aged in premium Irish whisky barrels!
What prompted AsomBroso to rest tequila in Bordeaux barrels?
As I approached making my reposado I thought how unique this would be to rest it in Bordeaux barrels. It was a revolutionary idea to connect the deliciously sweet, chocolaty essence of a fine Boudreaux with my naturally sweet, citric tequila.
However, creating La Rosa was a battle finding the right time to age and the right winery for barrels. Luckily it all worked out in the end!
Can you describe the process and the effect it has on the finished product?
The process is not very complicated, just very tedious. We age my blanco for 3 months in our Bordeaux barrels. However, every week we must test the product to ensure the right flavor profile.
If the tequila becomes too sour, too sweet, or too bitter we must throw it away ( I know, sounds terrible to throw an entire barrel of tequila out!).
What the aging process does is add the nuances of the barrel to the tequila. The Bordeaux wine adds a flavor of chocolate, cherry, caramel, fresh herb, spice and a hint of vanilla. The French oak adds a tiny bit of wood finish that reposados are known for.
What's your favorite way to drink La Rosa Reposado?
I drink it chilled, not on the rocks and not frozen. My wife however loves it mixed with fresh lemonade.
What was one of the most exciting moments for your brand?
There is actually more than one. First, learning and making the first batch of tequila. Boy can I tell the some stories of getting that old distillery up and running, let me just say it wasn’t easy, but very rewarding.
Second was seeing it in the liquor stores and seeing people drinking it at restaurants and bars.
What are some of the challenges you have faced in terms of the brand?
It's truly the hardest thing I have ever done in business. Everyone who knows me, family and friends, say they have never seen anyone so determined to succeed.
What's next? Any plans for new products or events in the pipeline that you can talk about right now?
That’s a simple question, absolutely! We have been a leader in this industry with many of the biggest companies following our footsteps and I plan on continue this journey.