LALO takes tequila forward by taking it back to its honest roots.
by Jane Reily Mount
Photographs by Meredith Wiksell, Courtesy of LALO TEQUILA
The margarita is America’s most popular cocktail, and it holds a special place for us during the summer heat. Tequila, which lifts the cocktail into its signature taste, is synonymous with Mexico.
But not all tequila is the same. Like Kentucky Bourbon and French Champagne, it can only be called tequila if it comes from a certain region of Mexico. “However, 90 percent of all tequila is harvested and made in Jalisco,” explains third-generation tequila maker Eduardo “Lalo” Gonzalez, the man behind LALO TEQUILA. “The elevation and the weather make it ideal for harvesting and growing the blue agave plant.”
Of course, at the heart of tequila is its main ingredient: the agave plant, a succulent often mistaken for a cactus but more closely related to the lily.
“I think that historically, tequila is a summer cocktail; it’s a fun and celebratory spirit,” says Gonzalez. While Mexicans have been making tequilas for centuries, its expansion into popularity began in the 1980s with the help of Gonzalez’ grandfather, Don Julio Gonzalez.
“The reality is, in the beginning, the brands you could get in the U.S. were not quality tequilas,” says Gonzalez, “and it wasn’t 100 percent agave.” As new premium tequilas began to enter the market, consumer perceptions started to change. In 1987, to celebrate Gonzalez’ legendary grandfather (also known as “Lalo”), the family hosted a private celebration in his honor and created a special tequila for the occasion. This became known as Don Julio 1942 and, two years later, it was launched to the market with great acclaim. You can still buy Don Julio 1942 for a very pretty penny, although the Don Julio brand was sold in 2014.
“Like my father, I want to change the perception of tequila: it’s not just for dive bars and making shots; you can make great cocktails with it,” Gonzalez shares. “My father wanted to put it on the same level as whisky and cognac – it’s a place tequila deserves.”
LALO TEQUILA takes tequila back to its honest roots, says Gonzalez. It’s 100 percent agave and additive-free, made with just three ingredients: agave, champagne yeast, and water. “There is a misconception that tequila tastes like vanilla, or is super sweet, but that is what added additives do – they change what people think tequila tastes like.”
So, what does LALO TEQUILA taste like? According to Gonzalez, it’s a balance of tropical notes, citrus notes, sweetness, and minerality with a subtle peppery finish.
