Written by Matt Villano for The Press Democrat
READ THE FULL ARTICLE HERE
Selected excerpts from the article
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In creating El Negocio, Craun and Lutz partnered with master distiller Chava Rosales to approach the tequila how a winemaker might approach wine — with no additives of any kind. This means the duo allows each vintage to be a unique and truthful expression of the land, the agave, and, in the case of products like the soon-to-be-released Anejo, the wine barrels in which it is aged.
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While many tequilas sold in the United States are produced from agave grown in the Jalisco highlands, El Negocio sources exclusively from the Jalisco lowlands, known for agave that produces a savory, spicy, and herbal flavor profile. These lowlands have a unique terroir: mineral-rich volcanic soils that produce smaller, more limited quantities of agave.
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“We’re never going to be a high-volume brand,” said Craun. “El Negocio is to tequila what Memento Mori is to wine: The best fruit, worked by a master, to create something everyone will love to drink.”
