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Tres Agaves
Mexican Kitchen & Tequila Lounge
News: Flavor & The Menu Recession-Proof Flavors
Jul 15, 2008When it comes to authentic inspiration, there’s no need to skimp
In San Francisco, Tres Agaves’ tremendously popular tequila program has
proved recession-proof and distinctive enough to drive traffic, even in a
tight economy. The Mexican eatery highlights 100 percent agave tequilas
from all over Mexico, served as-is, in flights, in contemporary cocktails and
in the signature margarita, made with 2 ounces of the selected tequila
mixed with house-made agave nectar and fresh-squeezed lime juice.
“When we were researching margaritas, we came to the conclusion that
the original margarita did not use triple sec or any orange liqueur — that
was added later on to mask the flavor of bad tequila,” says owner Eric
Rubin. “Since we wanted this to be about good tequila, we decided to
focus on making the best margarita, and that includes using our own
agave nectar for sweetening.”
Tres Agaves’ margaritas have been so well received that the company is
now bottling the agave nectar and selling it through the restaurant, at
margarita-making classes and in several local retail outlets. Its
commitment to tequila is so strong that the operation is actually
increasing the number of employee visits to the distilleries and regional
marketplaces of Mexico.
You would think such a perk would be one of the first things to go in a
tight economy, but Rubin has found the trips very productive.
“Because our staff really come to understand and love tequila, they ’re
more comfortable suggesting a premium $11 or $12 or even $15 tequila
to patrons, and our customers are more comfortable ordering it,” says
Rubin. “Our tequila sales have increased as a result. And then, of course,
we also take a chef, who usually comes back with a great new idea for a
salsa or a spice rub, or even a whole new dish.”
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