When you think of spirits, you probably give little thought to the pioneers who helped raise awareness of the liquid you hold in your glass and shaped a generation of drinking.
For Tequila, one of those pioneers was Tomas Estes. An influencer before the term was popular, Estes had a storied career that revolved around a single plant, the agave, and the liquids it produced.
Estes was the first person to introduce Tequila to larger audiences in Europe, opening Café Pacifico in Amsterdam in 1975; after that, the Agave spirits world was never the same.
However, it was through the publication of his book, The Tequila Ambassador, in 2012 that Estes was truly able to spread hos gospel of Agave. Considered the most seminal work on Tequila and other agave spirits, the book was the culmination of Estes’ decades-long career as a restaurateur and founder of the beloved brand Tequila Ocho.
Now, a new and expanded edition, The Tequila Ambassador V.O., brings his lifelong passion to even wider audiences.
The Tequila Ambassador V.O. was written from a series of journal entries, articles and written works that Tomas compiled over the course of 40+ years. It includes a collection of interviews with Tomas completed in the years, months and weeks leading up to his death in April 2021
Completed posthumously by Phil Bayly (official global Mezcal ambassador) and Mitch Wilson (global ambassador for Black Tot Rum), with support from Tomas’ son Jesse Estes (global brand ambassador for Tequila Ocho), The Tequila Ambassador V.O. is a complete reimagining of its predecessor; it continues Tomas’ legacy for the next generation of Tequila enthusiasts.
To that end, Tomas’ final wish for the book was for his share of the proceeds to be donated to The Drinks Trust.
Readers can expect entirely new content in the book’s 408 pages, almost double what the 2012 original contained. There are many more personal stories from Estes’ younger years when he developed a passion for Mexican culture during his upbringing in East Los Angeles.
Comprehensive information about cultivation, fermentation and distilling is surrounded by never-before-published photographs captured by Bayly, a long-time friend and collaborator.
“If you managed to snag the out-of-print original, which sells for hundreds of dollars on the secondary market, think of The Tequila Ambassador V.O. as the ultimate director’s cut,” says Bayly, who co-designed the book.
The world of Tequila has changed considerably since the original came out; The Tequila Ambassador V.O. covers the evolution of this culture and is filled with up-to-the-minute insights on the agave-spirits ecosystem, including information on modern industry standards and an approach that is inclusive to all brands and expressions.
The book also features exclusive interviews Tomas conducted with some of the most influential players in the agave spirits category and delicious cocktail recipes from some of the best working bartenders in the world.
Most importantly, The Tequila Ambassador V.O. offers a glimpse into Estes’ unique philosophy on life and stays true to his spirit.
“Tomas has a beautiful flow and style to the way he lived, talked, and wrote,” explained Wilson, the book’s editor. “My goal was to bring this to the forefront and to make it feel like he was sitting with you, telling you his story. Though he’s not here for its release, we are proud knowing it is the story he wanted to tell.”
Engaging and informative for new Tequila drinkers and aficionados alike, this book is like pulling up a bar stool next to a friend who happens to know a thing or two about Tequila—and about life.
“My father’s passion for Tequila and Mexico shone through in all that he did,” added Jesse Estes. “I know that he would be deeply moved to know that his lifelong legacy lives on through the culture and spirit he so dearly loved.”
For more information, go to tequilaambassadorvo.com and follow on social media at tequilaambassadorvo.
