WE WOULD BE remiss if we didn't run this story, if only because we're cited as a "renowned industry critic." Newcomer luxury tequila DeLeón walked away with a grand prize award at Switzerland's World Beverage Competition for its latest expression, DeLeón Tequila Añejo as well as its second "Best in Show" award at the same event, according to a press announcement dated December 27.
We've raved about this smooth, creative tequila out of Guanajato, Mexico, since our first (literal) sip, and eagerly awaited the añejo expression. DeLeón's American founder and investor Brent Hocking and his team have produced a well-balanced premium product that is more than simply a pricey status symbol.
The World Beverage Competition's website says the event is judged by industry professionals ("not celebrities") from six continents, with no advance announcements to the public to avoid "undue influence." We honestly don't know whether this group is more Golden Globes Hollywood Foreign Press, or Oscar's Academy (entrants do pay a $250 fee to participate, meaning some potential winners might be opting out). Categories are broken down into a multitude of alcoholic and non-alcoholic beverages. Independent and small producers compete against major laboels in double-blind tests. Last year, in the category Tequila Silver, DeLeón received Platinum over Gila Tequila, Tejano and Oro De Jalisco. In the Reposado category, DeLeón earned its platinum over Gila, Tejano and Des Colores.
The Show Stopper Award last year, of *course* went to Whipped Lightning, a collection of alcohol-laced (including tequila) canned whipped creams. What will this year bring? Four Loko?
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