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California Agave Council Founding Director Craig Reynolds discusses the tequila shortage and why several California distilleries are turning to agave-based spirits in “Kennedy.”
Based on the desire to offer consumers innovative products harvested exclusively from MexicoA spirits brand is staying true to its commitment to produce only white tequila without additives as the company continues to grow its product line amid changes in the spirits category.
Eduardo “Lalo” González, grandson of Don Julio and co-founder of Lalo Spirits, introduced High Proof, a limited edition release of 108 proof (54% ABV) white tequila, expanding the brand’s portfolio from a product
“The High Proof is an undiluted version of our 80 proof,” Gonzalez told FOX Business. “You have a tequila which is not watered down. All the flavors, aromas, the flavor profile of the juice, it’s like steroids. It stands out even more.”
Lalo González launched Lalo Spirits with his childhood friend and co-founder, David Carballido. (Lalo Tequila/Fox News)
Cinnamon, cooked agave and tropical notes are among the spicy aromas found in a High Proof pour.
“He’s very balanced,” Gonzalez said.
High Proof is made with just three ingredients; of agave origin from the highlands of Jalisco, water from the distillery’s well and champagne yeast.
“We tested four different yeasts and the one that highlighted that balance I wanted in the final product was champagne yeastGonzalez said.
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Lalo González’s High Proof tequila is made with agave from Jalisco, Mexico, distillery well water and champagne yeast. (Lalo Tequila/Fox News)
With the help of his childhood friend and co-founder, David Carballido, Gonzalez launched High Proof on digital shelves in late October 2024. The product sold out on the brand’s website within a week.
“We were good, we need more,” he said.
Today, consumers can purchase a second drop of High Proof, which retails for $74.99, online and at select stores and restaurants.
“It’s giving us the North Star of how we should do this year,” Gonzalez said.
Gonzalez revealed that due to the success of High Proof, Lalo’s team is strongly considering limited edition releases a few times a year.
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Lalo Gonzalez is Don Julio’s grandson. | Fox News
Faced with overwhelming consumer demand for an aged expression, Gonzalez said he often finds himself cooking up new ideas and keeping in mind the white possibilities.
“The consumer is looking for more inventive options, more authentic options in the realm of spirits and tequila, obviously,” he said. “They are more, I don’t know if I would say demanding, but they do more research. They read more. They want to know more about what they drink, what they eat and what they put in their bodies.”
González said Lalo can shape-shift a multitude of limited-edition products by exploring agave from a region outside of Jalisco, experimenting with cooking and extraction methods, yeast types and the water source, in order to to expand
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“Using rainwater is possible, although it’s a challenge,” Gonzalez told FOX Business. “I don’t know how sustainable it is.”
“It’s in the realm of possibility for a limited release.”
