Vancouver International Tequila Expo Kicks Off
Mexico Tourism Board co-hosts gala launch event
04-24-2013 By: Amanda Stutt
The event was attended by hospiltality and tourism officials, with the purpose of promoting awareness of Mexico's most popular spirit.
Vancouver International Tequila Expo founding partner and organizing committee head Eric Lorenz said the Expo aims to showcase the high-end boutique tequila brands available on the market, as well as to promote tourism to Mexico.
"Mexico has 32 states; of those, 24 produce some type of Agave spirit, whether it be tequila, mezcale, and other double distilled spirits of the Agave plant," Lorenz said. "We're trying to promote the sipping tequila, and change hearts and minds about the whole head-ache, college party [image]."
The event featured nothing but 100 per cent Agave tequilas, which Lorenz said are not to be confused with mass market brands, which typically contain corn syrup and artificial flavours.
Several suppliers of small boutique tequila brands, mainly from the state of Jalisco, showcased their products, including Tequila Celestial, Reservas, Uno Mas, Tavi, Anzunia and Amate.
These high end brands are in the process of being introduced to the Canadian market, and some are currently available in specialty stores.
Cesar Mendoza, director, Western Canada and Washington, Mexico Tourism Board was also on hand at the launch.
"Having this event in Vancouver is great because it promotes our culture - tequila is part of our culture," he said. "It is Mexico’s heritage to the world."
Mendoza added that Canadians are experienced travellers and are more interested in food and culture, and a big cultural attraction is that The Agave landscape near Tequila Town in the state of Jalisco is a UNESCO World Heritage site.
The Vancouver International Tequila Expo is also partnered with the British Columbia Hospitality Foundation, a Vancouver-based non-profit organization set up to support those employed in hospitality and tourism in times of need.
The main Grand Tasting Hall event will take place on May 24 at the Hyatt Regency Hotel has grown from 500 tickets sold in 2012 to 1,500 in 2013. The event will feature a Tequila Cocktail competition, and local restaurants Joe Fortes, Las Margaritas, The Edge at Chateau Granville and the Donnelly Group will be serving up tequila-inspired cuisine.
For more information, go to vancouvertequilaexpo.com.