Surprise! A New Hampshire Highway Stop Stocks Rare Tequilas
I live about 10 minutes from the New Hampshire border. During normal times, I’m up there a couple times a month, visiting favorite restaurants, shopping and hiking. As is the case with many visitors to the state, I sometimes stop in at the pair of massive New Hampshire Liquor & Wine Outlets located at the southern end of Interstate 95.
New Hampshire is a “control state” –one of 17 in the U.S. where the state government controls the sale of distilled spirits. Oftentimes, this can mean supplies are limited to big name brands and lowest common denominators, but in the past at the state store, I’ve found small producer favorites like Amisfield Pinot Gris and a selection of sparkling shiraz.
What I didn’t know until recently is that the state store also carries exclusive single-barrel tequilas. Representatives of the New Hampshire Liquor Commission (NHLC) actually travel to Jalisco to hand-select tequila from Casa Noble, Herradura, Corazon, Patron and El Mayor, as well as from small craft producers, resulting in spirits not available anywhere else in the country. This video shows a bit of that experience.
Oftentimes, we are offered rare opportunities when visiting a distillery, purchasing quantities as large as we typically do, so it is well-worth the visit,” says Mark Roy, spirits marketing & sales specialist for NHLC, which operates the 77 NH Liquor & Wine Outlet locations, with 14,000 wines and spirits and 12 million annual customers. “We offer products from every price category from economy to ultra-premium. The super-premium and ultra-premium are the growth leaders in the tequila category.”
NHLC is good at spotting trends – the agency boasts $750 million in annual sales, half of which are generated by visitors from outside the state. Thus, when premium tequila started trending, NHLC worked with the Mexican government to become the first retailer in the nation to offer rare craft tequila in stores.
Among many experiences, the program brought NHLC staff to Patron’s agave fields, high in the mountains, where they got to plant a Hijuelos (baby agave shoot or pup) labeled with a NH Liquor & Wine Outlet name plate.
“After seven years, we will be invited back to harvest this Weber Blue agave plant and tequila will be made from it,” Roy says. Also, while in Mexico, he adds, NHLC got to purchase one of only 35 single barrels in the world of 10-year Rey Sol Anejo Tequila, which will be in their outlets in the next few months for $299.99. I asked Roy to share some insight into the premium tequila market.
What does single barrel mean in tequila terms? The simplest way to explain it is single-barrel is akin to the uniqueness of a snowflake. Each has its own unique flavor, nuances and character to it. When the NH Liquor & Wine Outlets purchase multiple barrels from the same distillery, taste profiles vary from barrel to barrel. We often observe customers purchasing bottles from multiple barrels so they ,
can explore and enjoy the varying characteristics. Each barrel produces 240 750-ml. bottles. When they are gone, you will never get that flavor profile again, so it is a very unique opportunity for the consumer to have that bottle.
What do consumers get when they spend up for tequila? “Spending up” is a relative term, as we know more money doesn’t always equate to higher quality, but it does carry some weight. Tequila, and especially good quality tequila, is directly attributed to high-quality ingredients like 100 percent Blue Weber Agave. Also, the distilling process of pulling the heart out of the plant and leaving out the ,
spiny leaves is critical to a high-quality product. Skilled farmers or jimadors remove the heart, which can weigh between 40 and 200 pounds, by cutting away the spiny leaves, which contain a poisonous sap that can impact flavor if not removed properly. Once the leaves are removed, the jimador pulls out the heart. A high quality, ultra-premium tequila is meant to be slowly savored much as you would a glass of fine scotch or bourbon.
Is there a sweet spot price wise when looking for a tequila to savor?
Super-premium as defined by our pricing as ranging from $20.49 to $29.49, and ultra-premium is $29.99 and above. The $35.99-$39.99 range is where we see a lot of great offerings. Super and ultra-premium categories are growing at a record pace.
Are there offerings at the state store that are unavailable elsewhere in the US?
Absolutely. Each single barrel offering is unique to NH Liquor & Wine Outlets. If you purchase a bottle from one of our barrels it is unique from any other barrel in the world. Additionally, the NH Liquor & Wine Outlets forged a first-of-its-kind partnership with the government of Mexico to bring customers exclusive access to the world’s finest craft tequila. We worked with officials at ProMéxico and tequila distillers from the Mexican province of Jalisco to identify rare, ultra-premium craft ,
tequila with limited-to-no U.S. distribution. NH Liquor & Wine Outlets were the first retailer in the nation to carry each of these 23 tequila expressions from eight distilleries [Participating distilleries through the ProMéxico collaboration include: Adictivo, Campanario, Cava de Oro, Cobalto, Don Valente, Vinvos y Licores Azteca Tequila Espectacular, Tierra Azteca and Torus Real.]
What are some ways to enjoy ultra-premium tequila? You can enjoy ultra-premium tequila the same way you enjoy a fine scotch or bourbon. It’s perfect for slowly sipping and enjoying the nuanced flavors and complexity. Just like scotch and bourbon, you can experience a wide range of flavors,
depending on how the product is made and aged. Personally, I love to pour ultra-premium tequila over a three-inch ice sphere and let it chill for a few minutes, and just sip on it. Also, you can make the perfect margarita, or you can just add a squeeze of a fresh lime. Ultra-premium tequilas aren’t usually enjoyed as a shot, as they need to be savored slowly.
