Tequila 101 With Billionaire John Paul DeJoria | Forbes
Вставка
- Опубліковано 29 жов 2024
- Forbes' Steven Bertoni gets a lesson in tequila from Patron founder John Paul DeJoria, #276 on the Forbes Billionaires list.
Subscribe to FORBES: www.youtube.co...
Stay Connected
Forbes on Facebook: forbes
Forbes Video on Twitter: / forbesvideo
Forbes Video on Instagram: / forbesvideo
More From Forbes: forbes.com
Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.
Don Julio "THE BEST"
The 1942 is, anyway... BTW 3 Amigos Extra Anejo can run with teh 1942... and it is half as expensive... for a lower priced Repo... Cazadores is xlnt.
I have a bottle of 1942 and am not all that blown away by it. I find the flavor somewhat mild and the alcohol burn a little hot for a $100+ tequila. Casa Noble 5 yr extra anejo is far better IMO at about the same price.
Don Julio for over $100 In most cases is abit high, when you have Spirts from Fortalenza, El Tesoro and San Matias Gran even Del Maguey Chichicapa. I agree it is good but Clase Azul is also that price.
Don julio uses additives
Don Julio AÑEJO is preferred over Patron at every gathering i go to. Facts!
Is it just me, or does Steven seem very nervous? He probably should have drank more of that Patron before he conducted the interview.
I think it was actually the drinking it that made him nervous.
In case you guys didn't know, Patron tequila was originally 7 Leguas. That's why Patron doesn't taste nearly as good as it use to when it first started.
7 is the best I've had. Delicious
After the 2nd sip homie wasn't wanting anymore barely wet his lip
Notice how he compared it to 1800 and not don Julio? Lol
Don Julio makes theirs from start to finish. Grows the agave, processes and ages it
1800 is pure label. Hornitos is also a good tequila. Patron gets too much hype and it's why it's over priced. El jimador is okay. I still have to try Don Julio.
and adds coloring
Don julio uses additives 🤣🤣🤣
1800 is still the best
If twenty five years in Southern California taught me anything...Patron Sucks!
Did I just watch an advertisement for Patron?
With this war from russian billionaires and that struggle against the 0,08% and the richs, I find it encouraging to hear one sympathetic one in interview. In fact, it helped me reframe my comprehension of wealth and contemporary power struggles and helped me keep hope on how epicureanism and savoir-vivre might triumph. New coverage inform us for profit on key information streaming, but the struggle of people behind the camera is more promising than shown. I raise my glass of fair spirits to transformations toward conflicts resolutions.
Patron is a good tequila with great marketing - created the premium category in the US. A bottle of silver runs $49 in Michigan. Today though, there are better tasting brands in the $30-$40 range.
Bertoni seems to be a dunce. Patron Silver is decent, the Rep an Anejo are very disappointing... many are FAR better. Don Julio 1942 is superb but more, anything Casa Noble, KAH or Fortaleza is much better... overall... Patron is mid-range.
Don Julio Añejo is the shit man!
Lol! Partida blows that line of Patron shown out of the water
Patron is all name and all money, its really sub par tequila at best...
TheJusnic82 Thank you! Finally someone gets it!
Stop bitching lol
Evan Green oh shut the hell up. Patron is trash
TheJusnic82
I believe it. My pallet would take 1800 instead. any silver/plata you would recomend? There has to be something better
It’s actually a joke when you’re having a tequila conversation.
When you compare their Anejo to say, Don Julio 1942...it’s not even close!
I think those man know just a litle bit about Tequila. The best tequila is made from agave Weber Tequilana Blue, mature over 8 years or more when jimada pineapple acquires more sugars to ferment and even white tequila tastes sweet. Secondly cooked agave flavor gives it much better in the slow cooker stone ovens heated with wood charcoal as giving the traditional way and the taste lingers in the reposado and añejo. Also the grinding stone taxona transmits the velvety taste. When tequila is made with autoclaved cooking with the flavors of the plant leaves with steam. Third doubt that the interviewer could appreciate the flavor of the second drink because if you have no experience or habit to drink tequila (as well as at least twice a week) may not receive more than an intense flavor. If the owner of that brand also knows as someone appreciate his tequila is not just the color that makes emphasis and comparison with whiskey. Beverages are very different origins and very different flavors, whiskey always is soft. Tequila is a drink of intense flavor, that after the first impact the taste buds numb tongue and the second drink is better as they are not excited, then the tongue stop perceive how intense alcohol. Henceforth it is best to get the effect the brain in three minutes and produces a very pleasant feeling, among the brightest of the drink, flavor, color and of course what we achieve a sense onwards flavor, but as I said it better the effect of the drink in the brain. There should never passed by to 6-10 oz more in an evening because then the person will be drunk, of course unless you have experience in this kind of drink beverages and could taste without getting drunk. No doubt, having money does not say it is to have culture and knowledge.
Dope
Whiskey is always soft? Huh??? Maybe Canadian or Irish whiskey. Tequila has a very subtle taste compared to a spicy high-rye Bourbon or Islay Scotch such as Ardbeg or Laphroaig.
When we hear the word tequila Don Julio pops in my head.
Two facts surprise me: USA is the country that consumes more Tequila in the world (more even the origen country, Mexico)and they prefer different brands than the most popular in Jalisco (its state of origen). These investors just smoothed the strength of Tequila with more manantial water to make it suitable for this market palates. They like these brands because American market is mostly cocktails and real Tequila is drink straight. Other people like these brands because they drink all night and is not a handover next day. This investors is what they want, you consume liters and liters and you do not get drunk. Real Tequila is strong, is not expensive and with 4 little shocks you have enough and won't be any problems next day if you moderate. (Written for a real Jalisco Tequila men)
I know you don't have a clue about what you're talking about cause most tequila in Mexico has a lower alcohol percentage. Patron is actually terrible for sure!
Don Julio 1942 and Don Julio Real is where it’s at....... Don Julio !!!!!!
You are thinking of traditional tequila. Tequila that is processed a certain traditional way. Patron may not be a "traditional Tequila" but it is a tequila that caters to the tastes of many.
He just told a grown man what he can and cannot taste with his own taste buds. “Maaaan you can’t taste that agave!”
Patron is garbage !!! I'd rather have some Don Julio,Cabo Wabo,Don Edwardo,Don Abraham !!!!
I agree redhead. I enjoy Don Julio Anejo compared to Patron's anejo personally.
redhead5150 Fortaleza, Ocho, Arette? :)
redhead5150 Hey it may be overpriced, but its good tequila... I can name a lot worse. My fav is corralejo, its Heaven!
Cabo Wabo is also garbage!
Sorry but Don Eduardo might be the worst Tequila I have ever had. Smells and tastes like nail polish remover.
Guy makes it sound like he leaves the tequila in the barrel for longer than needed. Other tequilas usually leave Reposado for about 8-11 months and others leave Anejo from 18-24 months. That's why if you compare Patron Reposado and Anejo to other tequilas, you will notice that other tequilas will usually have a darker tone compared to Patron because Patron doesn't really leave their tequila in the barrels for a long time, just the time needed.
My go-to Tequila is Casa Dragones Joven. Smooth as silk! But Hornitos makes a Tequila called Black Barrel that’s $250 cheaper and is smooth too!! Cuatro Copas is also the bomb!!!
Hornitos black barrel is really really good 👍
People trying to sell a product, always comes off sounding like someone trying to sell a product.
Patron Platinum is overpriced and the worst! Its distilled so much because it covers up the crap, but also removes the agave flavor!
the other one he got to taste was 1800
villa94 I know Right!
How do you know
lol this forbes guy is like "they taste the same" and it also looked like every tequila he tasted was shit
Austin M the interviewer was shit he was probably some nervous as Fuck intern or some chode who's dad knew a guy to get him into forbes
Dejoria is a good salesman I'll give him that
Cabo Wabo is the best silver tequila out there. Blows patron away.
Cabo is good and easy to find but it is in no way the best silver.
+James Williams it's much better than Patron. what is your favorite?
+James Williams I've seen multiple reviews trying all silvers and cabo almost always comes on top.
***** I'm not going to dispute what you're saying. I'm sure there are a few out on the internet that like Cabo better than whatever else they've tried. Personally, Cabo used to be my choice also until I started getting into some less known but still relatively easy to find Tequila. Now my go to is a brand called 1921 but even Don Julio is better than Cabo IMHO.
Thats cool. I'll grab a bottle of Don silver. I've only had the repasado which is fantastic. I've never heard of 1921.
Informative
1800 Tequila the Best for me
"Good tequila", is simply an opinion. Everyone has their taste preferences. I don't understand why you question the quality and level of expertise, of a product that is made in Mexico and sold in the U.S. The master distiller is Francisco Alcaraz; a Mexican.
103ronzal103 Lol, the master has to be Mexican, because if tequila is not made in Tequila, Jalisco, it's not tequila. You can pay Masters to say whatever the hell you want about your tequila. Patrón is just a piece of shit tequila founded in the 80's by an american millionaire, while brands like Don Julio, José Cuervo or Herradura have been around for more than a hundred years... He compares his product to other low-end tequilas which cost 20$, saying they're not 100% agave, but his product is 50$, if he compared his tequila to tequilas in that price range, he would be destroyed by them. I have tried every single bottle of Patron and I haven't been able to finish them, since they taste horrible, they're nothing compared to Don Julio Real, Herradura Suprema, or José Cuervo Reserva de la Familia. Patron isn't even sold in Mexico, he knows nobody would buy it. If the brand is not at least 80 years old, it's not worth tasting...
They can be made in other parts of Jalisco as well as Guanajuato and Tamaulipas. Not just in Tequila the town. You may not like them, but that is a fact.
I love patron, no headache like volka
Bebestofme99 Patrón is just a piece of shit tequila founded in the 80's by an american millionaire, while brands like Don Julio, José Cuervo or Herradura have been around for more than a hundred years... Patron is not even sold in Mexico, because nobody tolerates that shitty tasting tequila... Try José Cuervo Reserva de la Familia or Don Julio Real, those are real fucking tequilas.
Marcelo Alejandro
Don Julio? Now *that* is a man's tequila.
Marcelo Alejandro
Herradura ta chingona too.
yeahh.. I just came here from common man cocktails rant on tequila. but DeJoria has a point. he had a goal, that being a mellow silver tequila, and that's his product. look at him now. *shrugs*
I drank so much patron one night i couldn't walk... I woke up the next day, PERFECTLY FINE!!!! 100% agave, triple distilled is where it's at .. 100% ... im hooked
Patrón is just a piece of shit tequila founded in the 80's by an american millionaire, while brands like Don Julio, José Cuervo or Herradura have been around for more than a hundred years... I can see you know nothing about tequila...
Dude, alcohol is alcohol. It doesn't matter how good the ingredients are, your body processes it the same fucking way. If you got shitfaced drunk and didn't have a hangover, either you had a grand feast that night, or you're an alcoholic. Or you're 15 and your idea of couldn't walk drunk is two shots.
don't forget casa noble
I agree..🙄 The more expensive tequilas and Mezcals don't produce hangovers like the cheaper ones..Its a much cleaner drink..
Fast Frets
False. Many tequila don’t use 100% agave. Which makes a hangover happen. That’s why you see some tequila doesn’t even say how much agave it has inside
Good salesman? Perhaps one of the greatest salesmen in the U.S. He took Patron to one of the most well known tequilas in the U.S.
lol the reporter isnt much of a drinker and you can see the pain in his eyes everytime he is asked to taste
The interviewer is like "yeah, mhmn, okay (idfk)"
I fucking had waayyy too much of it and got drunk out of my mind. Passed out for 7 hours and now I feel like someone parked a Honda Civic on my head.
lol, lets get the host drunk!
Lmfao the white guy was already feeling the tequila. I would of took the shots in full
MP What white guy?
They're both white you idiot
good video but he was drunk just thinking about having to actually drink... who else want to buy this now?
What about the cooking and fermentation process. If a tequila company is silent about any stage of their process, it's a red flag. Not saying it about patron.
He doesn't know how to drink tequila lol
This man you call "old man" and "Gringo" has created jobs and revenue in your country. He took a product he believed in to the top. Instead of judging him for his age and skin color you should be thanking him.
Is that a chess board on the ceiling?
Patron is highly overpriced for its quality. bad taste. unfortunately most of us Americans dont care about a good tequila we care more about the name.
don julio is another one.
The best tequila is NOT necessarily aged....
There is a lot of lousy aged tequila - just like a lot of lousy aged scotch, etc.
Rey Sol my favorite
Tequila Comisario is taking top spot today
He does not know much about Tequila because if he did, he would know that there are difference in flavor. Including very smooth sipping Tequilas from Mexico. He’s trying to position Patron as a the best Tequila.
Not a single mention of aromas. Tells a lot about that very poor product.
Good sales pitch.
Number one, I don’t want to drink oak sweat.
Number 2 it being not 100% agave doesn’t bother me. Why should I pay more for no gains
Why the fuck is he testing tequila in a fucking shot glass!? Really? WTF!
Forbes reporter seems like it was a little stronger than drinks he usually drinks
Thanks Skyhighblu--I need a few supporters in this.
Oh! My dear Gringo friends... Always in the hands of marketing! Patrón Is not bad, but is not the real thing. Go for Herradura, Don Julio, Tesoro de don Felipe and in general all the brands of Casa La Alteña, or several more that you can find in Guadalajara, but don't expect a Mexican drinking Patrón or eating Taco Bell or a Charro looking like Three Amigos please!
One more thing, it is not only white! It's blanco (white), plata (silver), formerly suave, 25 days aged, reposado (months aged), añejo (years aged), and several more new fancy products... Directo de Alambique (straight from the mill), Ultra Añejo, Several distillations, and go on... What America asks!
That is so true, you want Tequila?? come to México, and let down your marketing cliches, expend some time with the locals and then maybe you will have the honor, to taste and enjoy real Tequila,
He s just and old man with nice marketing skills who wants to sell fake Tequila as the nicest shit ! obviously for Gringos (no offense) who are sick of drinking Jose Cuervo, wich by the way, thats not tequila either.
The basics of real Tequila is Agave Azul, from the Tequila Region, just the basics !
Is don Julio the best?
Herradura all day.
Yall havent tried adictivo
I buy that at Costco for $140! Worth it!!
sorry steven didn't mean to hurt your feelings. when you tried the competing brand you didn't know what you were looking for, taste wise. The point was that it goes down smooth as well as being able to hold the agave after notes, something unique to that patron silver.
patron platinum is 450$ for a 700ml bottle
Cabo Wabo the BEST!
Cabo Wabo is good stuff but it use to be better when it first came to the table
Me gusta Patron
I find it hilarious that he gets to try every tequila except for the añejo and platinumon the platinum and this billionaire is like f* that you have to pay for these ones
i bought the platnuim bottle before and i think il stick with don julio real😍
I like Patron, but why is the head of Patron having this guy taste test from a shot glass? That is not the way to taste test tequila or any liquor for that matter. Weird right??
What about Tres Comas?
Holy shit I immediately googled tres comas just cause I wanted to see a picture from that episode... and it's actually a real thing now
Patron 101. Slight correction.
Challenge!
He grew up in the Mexican community in Los Angeles. Echo Park and East Los Angeles. Now I understand why he pursued a business opportunity with Tequila.
This guy is lookin like FUUUUUUU how many bottles did he bring to taste! I got it ill talk more to distract him!
What do you mean? Would love an example.
He doesn't know how to drink tequila. I'm referring to the young boy.
That dude has never try tequila you can tell on his face
True tequila consumers know that patron is garbage just highly marketing made it popular. Don Julio & Clase Azul agave azul all day!
with rich man john paul dejoria
billionaires are not humans and patron is the worst tequila on the market
Patron is wack, Heradura is much better.
patron used to be a lot better but then it was bought by diageo who owns cuervo
101? I learned nothing... -___-
You should be able to pronounce "anejo" correctly if you run a tequila company...
MARKETING AT ITS BEST HAHA
John, if you were a trillionaire which tequila would you drink privately?
100% agave is the only way to go. If not, you're just drinking sugar products.
alcohol is a sugar product.
+Peter Gibbons shit like sauza and jose cuervo silver and gold say made from agave, and have roughly 51% agave in them the rest is shitty corn mash or grain spirit, and they also add a lot of caramel coloring and flavouring, after trying some top shelf "real" tequila then trying jose cuervo man I cant even stomach that sweet fake shit
+TheJusnic82 Yes, I agree. Anything not 100% agave is loaded with added sugar to cover up the less than ideal taste of the cheaply produced tequila. However, +Cypeg took my first comment out of context from a distilling process rather than a post additive.
TheJusnic82 You're probably trying some shitty 50$ José Cuervo that only Americans buy, you try a bottle of José Cuervo Reserva de la Familia and tell me if you still feel the same about José Cuervo... This is why you americans shouldn't have tequila in the first place... Talk to me when you know something about Jalisco's elixir of life.
+Marcel Alejandro I don't think it's worth it. Tequila is overpriced for the quality and flavour complexity. If you have to spend 100$ to try good one. With top age reaching no more than 3 years... It's a large scale rip off, considering it's made in mexico and south america where production costs are minimal.
Don julio 1942 and nothing else
How does it compare to clase azul?
i like patron but i love ganja.
The best tequila is el cazador
Patron is shit there's way better tequilas than this hyped up shit. Casa noble, don Julio, tres generations, el padrino 3 year aged. All cheaper than patron.
casa noble is the shit!!
No, actually, CN and DJ cost the same as Patron. Patron anejo is pretty good and I have had numerous high end tequilas.
I prefer don julio
Patron tequila is shit lol he may be rich but his products are sub par end of story
Patron is produced in Jalisco, Mexico and was developed by a Mexican. Fake tequila? I don't think so.
Until 2002 Patron sourced their Tequila from Siete Leguas which is one of the best in the world. Starting in 2002 they have been making their own and it has been pretty mediocre and not worth the premium price, but people pay it because of the reputation they had built. No true Tequila aficionado I know drinks it.
Patron is aight. But you are paying for the label. There are many brands you have never heard of that are better at half the price. Starting with Siete Leguas, the distillery where Patron was first produced. Suerte is a small batch artesanal that's better, at literally half the price of Patron. G4 and Fortaleza are also cheaper, and no better tequila exists on earth.
G4 and Fortaleza are better than Patron. In my first visit to Mexico when I order a shot of Patron the Bartender laugh at me and suggested Fortaleza silver instead. Over the years, Patron is over hyped in the US because it was the first market premium Tequila that wasn’t harsh in taste. It was smooth and yes it was a okay Tequila back in the early 2000’s. Today it is over priced and it’s not distilled process in the exact same way 20 years ago. Patron cut corners, unlike Fortaleza which in my opinion is one of the top three best Tequilas in Mexico right now. Carrera Tequila is also pretty good too.
Thanks R03tr--I was by the end.
Ha, this is my favorite comment so far.
Sauza y'all
I like anjeo
patron is THE worst on the market. and more expensive then most.
Under every tail there's an asshole. Jus sayin'
Patron: Over-rated, over priced. Item: I tried at length one day to get an answer from the Patron main marketing guy as to what the alcohol component is in Patron Citrónge. He danced around the question for five minutes and still did not say other then it was some grain additive spirit alcohol. He was downright evasive and offered no clear answer. He did not, or could not say. I thought it might have been actual Tequila, but it is not. My guess is it is some form of corn alcohol or distilled rye spirit alcohol mixed with orange oil extracts, etc. Same with their Lime version. Conclusion? Very disappointing from a high paid person in the corporate structure who should know this at once.