Education, networking and deliciousness await bartenders at the festival
A bar stool, for me, is almost always the best seat in the house. Not just because I often go out solo, but because it’s where the best conversations evolve. These conversations transpire with your bar stool neighbor, which by evenings end you might be friends, or possibly the bartender. It seems, at least at bars serving agave spirits, long gone are patrons quickly throwing back shots of cheap tequila. Today’s bar stool cowboy, or cowgirl, appears to be more curious about what’s in their glass, and are sipping a bit slower. That’s probably because of the bartenders who have changed this culture of drinking. Bartenders have always been a source of information, be it cocktail specs, sports stats, and a lot of dirty laundry.
As a career, bartending has become more than skill with a shaker and bar tools. There’s an encouragement to learn (and share) about the history, culture, and process of what they are pouring. This is especially true for agave spirits. There are many opportunities for spirit education in the form of conferences, seminars, online classes, and brand education. The Agave Heritage Festival (AHF) takes the cake, or shall I say copita.
Established in 2008, the Agave Heritage Festival (AHF) has curated exceptional learning opportunities centered around agave. Not just the liquid form, but all aspects of agave. Taking place in Tucson, Arizona it rightfully focuses on the Sonoran region, including both sides of the manmade border.
“The goal of the festival is to get away from just talking about the distilling process, or tasting notes of agave spirits, and add a wide-angle lens on the borderlands,” according to Francisco Terrazas, Programming Director for AHF for the last two years. What brought Terrazas to the table was moving away from Tucson for a number of years. “Tucson is my home, but it wasn’t until I left and returned that I started to take a real interest in the science and local work in conservation efforts unique to Tucson, and the borderlands.”
That wide angle lens includes conversations about regenerative water resource management, bat migration, indigenous culture, desert ecology, and other complex topics. Not exactly something to discuss at a local watering hole in detail perhaps, but summarizing takeaways to share with bar patrons has an added value. Curiosity sits on both sides of the bar though. “Last year the AHF created a day of short seminars directed at the bar/ restaurant industry and we realized it was a bit too exclusive,” says Terrazas. “The bar is an important link to the stories of agave, but they can’t be the only advocates <for educated consumption>.”
“While Agave Heritage Festival is focused on celebrating the Agave plant and all of the wonderful spirits and products associated with it, I love that it also allows local bartenders and industry enthusiasts to attain access to educational opportunities and experience not traditionally available in Tucson,” offers Ryne Hoffman, Bar Manager of the Century Room at Hotel Congress (the center of most the action). “For example, this year AHF is hosting several classes and talks on a variety of topics ranging from women in the agave industry, water conservation, and other factors that bar and restaurant managers might not think of when building their programs or spirits lists.” Hoffman explains, “Also on the docket is a fantastic mezcal certification for budding spirits tasters, as well as a class I know I’m sending several of my own bartenders to regarding how to properly taste and evaluate all agave spirits so they can better understand them and describe them to our guests.”
Asis Cortes of Dixeebe and Origen Raiz has been a frequent attendee over the years and sees the value in the connections that happen at the various events and talks. “I see the Agave Heritage Festival as a great opportunity to learn but more importantly to be aware of what is going on in the back of this industry, and what is going on with communities and the environment. In my experience, we can bring awareness to our bars and restaurants. Agave Spirits is still very young in the Market, with awareness, we definitely can be more selective and support those products that preserve their integrity in all their actions.”
While there have been plenty of tastings in the years I’ve attended, it’s been the cultural connection that first made me feel this event is elevated. There are opportunities to visit the botanical garden, witness live demonstrations, and even shop for plants, taste local food, hear live music. Culminating what makes this region special, Tucson also knows how to host a celebration. Hoffman adds, “I’m lucky enough to head up the Century Room, where a majority of the afterparties for the major events will be held. I think that the festival helps local bars and restaurants shine, and show off our programs to a wider audience than normal, the festival does a fantastic job not just in cultivating (pun intended) interest in the world of the agave but bringing national and international Industry attention to Tucson itself.”
Venues around Tucson will get to show off with a combo of bar takeovers and special guests. One of the anticipated bar takeovers is Las Almas Rotas (Dallas, Tx). Owner and educator Shad Kvetko says he believes that one of the most important decisions a bar owner or beverage director can make is who they use in their cocktail program. “No matter how many high dollar bottles you have on your back bar, the majority of money is going to go to whomever is in your well,” he shares. “It is better to have brands which are owned, or part owned by the producers rather than multinational corporations so more of the live. It’s also important to put education at the forefront of your program, both for staff and the general public. By hosting producers, trusted brand owners, scientists and educators you can begin to foster a greater understanding of the specific challenges facing the agave spirits category.” Las Almas Rotas pops up at Monsoon Room inside Jojo’s Friday, April 19th, 6 to 8 pm for a good’ol Honky Tonk. I can smell the BBQ from here.
“I’m always heartened to see the diverse community that comes together for the AHF, so many passionate people who care about the category and are willing to share ideas and strategies with the goal of developing best practices industry wide,” shared Kvetko via email. “In a time of brand acquisitions by massive entities and the homogenization of mezcal, it shows that there’s still hope for the category and the traditional producers who make it special.”
While in years past, the festival has lasted over a week, this year all the main content is between April 18th to the 21st. “We are trying not to cannibalize our events and not create too much overlap,” says Terrazas. “The agave education varies throughout the 4 days, making it short enough to allow anyone interested to attend. Balancing education with a festive vibe. Agave is at the heart, but we use it as a tool for celebrating the region, and the spirit of Sonora.”
Here are some programming highlights:
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