As Day of the Dead approaches (1-2 November), it’s time to stock up on the quintessential liquid to celebrate this Mexican feast that is now a worldwide phenomenon. One of the most admired ultra-premium, no additives tequila available in the UK is SUAVE, notable for the quality of its spirits and the elegance of its bottles.
Tequila is a category that is growing rapidly and which has expanded in volume in recent years. According to IWSR the category is expected to grow at a volume CAGR of 7% globally between 2021-2026. The tequila category has been flooded with premium brands that are piled high in supermarkets. But in the ultra-premium category something more interesting is happening. Slow, careful production by companies that have a proven track record in environmental sustainability and a commitment to no additives in their liquids is leading to new interest.
Underlining its sustainable credentials, SUAVE is one of only three tequilas in the world to have been granted a Butterfly Mark – the coveted accreditation of Positive Luxury which rewards and recognises brands in fashion, beauty, jewellery, lifestyle & wellness, and hospitality.
There are a number of things that make SUAVE stand out. One is price. With retail prices ranging from just under £100 for Blanco to £2000 for SUAVE Ultra Añejo, this is unashamedly one of the most expensive tequilas available.
Another is craftsmanship. One reason for the relatively high prices of these liquids compared with many on the market is the fact that the company uses solely the very heart of the agave pina. All the green outer surface is stripped away so that only the pure white core of the pinas makes it into production. These strict quality standards are designed to minimise the amount of green leaf stalk that is left. This results in a purer alcohol, creating a glorious product that avoids the tequila hangover. All this time and skill adds to the cost of an ultra-premium liquid.
SUAVE stands out from the crowd amongst tequila aficionados because of what it does not have. There are no additives whatsoever. Under current rules, up to 1% of a tequila can be made up of four styles of additive: oak extract, caramel colouring, sugar syrup and glycerine. SUAVE does things differently: flavours and colour are entirely natural emanating from the agave and from the barrels used for ageing the tequila. It’s also Kosher certified.
Customers like Mickael Perron, bar & beverage purchasing Manager of The Lanesborough Hotel, who are well versed in fine liquids, compares brands like SUAVE to the finest cognacs. And as a Frenchman, he should know. He was impressed by the fact the SUAVE is making a real difference to the environment and that this effort is recognised by Positive Luxury. The Library Bar at The Lanesborough serves the brand’s Lunar expression which, as the name suggests, is aged for a lunar cycle – 28 days. Smooth and delicate, like all SUAVE Tequila expressions, Mickael Perron explains: “The quality means that SUAVE can sit alongside some of the fine cognacs and other spirits of quality that we serve here. The strict quality standards they uses has created a glorious product. And it’s 36.4% ABV so you have a delicate taste that people finding appealing. SUAVE Tequila is a drink which is soft and gentle. It’s made with care and to sustainable, organic methods. You can really taste the richness of the Blue Weber Agave. I really appreciate what they’ve created.”
The packaging is an elegant, sculptural, organically shaped bottle, so it helps that this bottle looks good in an elegant bar.
Oliver Castilla-Tristan who owns Mezcalito in London, with his partner Laura, agrees. He says: “When choosing what to list we look for only 100% agave spirits and we look for differentiation. The SUAVE bottle is beautiful: you just have to feel it to sense the quality. Then when you taste SUAVE, the liquid is amazing: smooth, super-soft, and easy to drink. Sustainability is important to us and many of our customers, especially knowledgeable American clientele, ask about the provenance and sustainability. They like the ‘back story’ of a brand like SUAVE.”
This impeccable collection is an elevated drinking experience, created for sipping. It couldn’t be further from the party tequilas that were once so familiar in the UK. Deborah Ernst, a director of family-owned SUAVE Tequila says: “That understanding and appreciation of tequilas in general is not true everywhere. In many parts of the world, many people harboured memories of student days and cheap tequila shots where the taste of the liquid mattered little; the effect was what counted. Now consumers are coming to realise that ‘proper’ tequila made using 100% Blue Weber Agave is, like fine wine, handmade and connected with the terroir, the land where the plants are grown. Tequila is dependent on a natural, farmed product and cultivated in limited quantities in a designated part of the world. This realisation has kick-started the trend towards appreciation of good tequilas like SUAVE.”
SUAVE has won numerous international awards. Deborah Ernst is proud of what her company does. “Luxury doesn’t mean extravagance. It’s about responsibility, authenticity, craftsmanship, and taste – plus respect for the environment,” she says. “We hope people will in turn respect our pride in our traditional methodology and artisanal approach to everything from the agave cultivation to the creation of the tequilas. In this fast-paced world, for us, it’s all about slowing down from time to time and just enjoying the moment… whether that’s taking a break and slowly sipping and enjoying our liquids or the unhurried process by which they are made and matured.”
Amy Nelson-Bennett, CEO of Positive Luxury, says: “We are proud to announce Suave Tequila has been awarded the Butterfly Mark for meeting higher and higher standards for people and nature. Since inception, Suave embodies the essence of unparalleled natural beauty, true to its roots – the perfect blend between traditional craftsmanship and modern aesthetics. From ensuring sustainable procurement principles through the sourcing process, reintroducing many animal and plant species to support the region’s biodiversity initiatives and supporting local municipalities to improve facilities and create jobs for over 50+ families from local towns – Suave Tequila is leading the way to a better future through positive, actionable real change. Positive Luxury is honoured to be working with them and to recognise Suave Tequila and the team as Real Changemakers”.
Suave is distributed in the UK by JBE Imports.
