Book Review: The Tequila Ambassador Version Originale
Spirits enthusiasts are always on watch for the next trend in spirits. Whiskey and brandy have held international acclaim for eons, but could tequila be the next craze? The popularity and credibility of tequila as a premium spirit has been on the rise, thanks in large part to Tomas Estes. Estes passed in 2021 but served as the champion that tequila required. In 2012, Estes released The Tequila Ambassador in which he detailed his rise from East Los Angeles to Amsterdam as he was bestowed the title of tequila ambassador by the Consejo Regulador del Tequila (CRT). The original publication of The Tequila Ambassador was an edited accounting of Estes’ notes. In April 2024, Wonk Press released The Tequila Ambassador Version Originale. The V.O. edition presents the unedited accounting of Estes’ notes.
Tomas Estes was reared in southern California, frequently visiting Mexico. Early in life, Estes developed an affinity for all things Mexican. The passion for Mexico led to Estes launching a Mexican cantina in Amsterdam at a time when such things were not common. His understanding was that the Dutch are resistant to eating and drinking what they don’t know, but he took the leap with Cafe Pacifico. Pacifico provided Amsterdam with Mexican cuisine, and also tequila. Early portions of the book detail Estes’ struggles with launching the cantina up to the point of Pacifico and offshoots becoming the premier destinations for exceptional tequilas. In an effort to create exposure for his cantinas, Estes began writing about tequila for 100% Tequila. The writings of Estes drew the attention of the tequila industry, leading to the bestowal of the title of “Tequilla Ambassador.” Estes helped generate the acclaim that ushered the transition from the image of a poor man’s drink to a legitimate and sophisticated sipping spirit.
Estes sets the stage in discussing the culture and history of tequila. While the spirit does not have the longevity of notoriety of whiskey or brandy, tequila is ripe with history. One’s first experience with tequila is often the Margarita, and The Tequila Ambassador presents the history and lore of the famous cocktail. Who created it? When was it first served? The truth is that the answer isn’t known. Numerous myths exist, but none are confirmed. However, lack of confirmation hasn’t stopped marketing stories from running with select myths as verifiable facts. The Margarita is typically associated with Mexico or southern California, but could the origin actually be the United Kingdom? The earliest known written reference to the ingredients in a traditional Margarita is found in Billy Tarling’s 1937 Cafe Royal Cocktail Book, the Picador. The 1937 ingredients all match, but without salt.
The Tequila Ambassador transitions to an in-depth discussion of the intricacies of tequila production. Estes elaborates on the terroir, agaves, and every step of production of the Mexican spirit. When historically carrying the image of an unsophisticated spirit, consumers likely did not allocate much mental energy to contemplating the intricacies of how tequila came to exist in their shot glass. The tequila industry pumps a great amount of detail and care into production. There exists a plethora of factors that determine what consumers hold in their glass; Estes opens the eyes to that blind spot. After learning about soil, yeast, agave ripeness, methods by which agave are crushed, and numerous other factors, readers will walk away with a newfound respect for tequila. Knowledge is power. Under the watch of the CRT, tequila production is heavily regulated and monitored. To ensure immaculate standards, the CRT posts an employee at every distillery and production facility to monitor.
Tomas Estes was the hero that tequila required. However, the image of tequila has benefited from other heroes as well. The Tequila Ambassador details interviews Estes conducted with other prominent figures in the modern history of tequila as well. The book concludes with a lengthy list of tequila cocktails not called Margarita.
The Tequila Ambassador Version Originale is an essential read for all tequila enthusiasts — and an essential read for all spirits enthusiasts. The writing is both informative and entertaining. A deep amount of fascinating information is provided, but without the air of academia. The 2024 version runs for 408 pages, but also includes a large assortment of stunning photography. The physical size and cover art make The Tequila Ambassador Version Originale a prime choice to display on a coffee table or in any tequila nut’s library.
A+ / $65
The Tequila Ambassador Version Originale
$65
Hi Jacob! Thank you so much for such a glowing review—we are incredibly proud to put this book out into the world. Just one small correction—the Amazon link above is to the prior edition from 2012, which is out of print. We at Wonk Press sell our books directly to readers, so our authors can benefit—the correct link to purchase is here: https://www.wonkpress.com/products/the-tequila-ambassador-vo Thanks so much!