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Episode #94 – Tequila Chamber of Commerce & The Birth of the Frozen Margarita

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The Agave Goddess with 200 breasts; jimadors stripping lethal thorny leaves off agaves; farmers battling cambio climatico (climate change); distillers contemplating mono-culture production and the environmental impact of tequila; generations-old tequila makers versus globalization. Stories of tequila from the Tequila Region in Mexico and beyond.

Tequila does not only mean alcohol—it means Mexico’s culture, history and future. The biggest tequila companies are not Mexican anymore. They are internationally owned. The Tequila Chamber of Commerce is helping producers promote the drink. They are expected to sell millions and millions of liters to China in the future.

Guillermo Erikson Sauza, the fifth generation to make tequila in his family talks about how his grandfather unexpectedly sold the company in 1978 and how he has worked to build up a small a distillery making his Fortaleza brand in the traditional way. And Carmen Villareal, a tequilera, one of the few women in Mexico to run a Tequila company—Tequila San Matais, now 127 years old.

And Mariano Martinez, from a fourth generation family restaurant business in Dallas,Texas. How he developed the first frozen margarita machine in 1971, based on the 7-Eleven Slurpee machine, using a soft serve ice cream maker “suped up like a car.” The machine is now at the Smithsonian.

Mariano pulling from the Original Frozen Margarita Machine in Bandido Outfit

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