Tequila Cocktails Case Profile
The Spanish Kitchen in Los Angeles

A new frontier of libations has arrived in the form of tequila cocktails and the consumer interest therein.Even as popular as the Margarita is in the United States, and as steady as sales for the classic remain in venues, many enterprising entrepreneurs are discovering that the public is finally more open to other tequila-based cocktails.

The Stars Come Out
    Just ask Greg Morris, owner of the Spanish Kitchen in Los Angeles, which re-opened in 2002 after closing its doors in 1964, following a family illness that closed the famous drinking haunt of movie stars such as Rita Hayworth and Mickey Rooney.
    Though the name may conjure images of a Spanish restaurant, the Spanish Kitchen is, in fact, authentic Mexican, says Morris, who currently owns three restaurants on L.A.’s Restaurant Row, all within a few blocks of each other. It’s L.A.’s premier Mexican restaurant, with a very lively bar scene as well, playing host to a number of celebrities.
    “We feature only 100-percent Blue Agave tequilas, up to 85, all hand-picked by myself,” Morris says. “We also feature one of the best selections of Mezcals in southern California, including the very rare Pechuga Mezcal.
    “We are known for our exquisite selection of premium aged tequilas and offer not only flight samples of all of our tequilas, but we also feature our tequila school every Wednesday night, where we educate you on tequila, its history, how it’s made, the aging process, the regions and the different families.”
    Many of the tequila drinks are traditional, such as the Spanish Sunset (Tequila Sunrise) and the Bloody Maria (Bloody Mary). But the Kitchen also likes to take patrons on an adventure and offer more unique inventions. In addition to its award-winning house Margaritas, the house also specializes in off-the-wall combos including Blueberry-Pomegranate Margarita, Blood Orange & Kiwi Margarita, Banana & Hazelnut Margarita, Prickly Pear & Star Fruit Margarita and a Key Lime Pie Margarita.
    “We also feature Mezcalitas, made with real cactus fruit, and our most famous Mezcal drink, the Chupacabra, which is 7-year Scorpion Mezcal, Sangrita, chopped jalapeño garnished with a real edible scorpion, Morris says.
    The Kitchen Sink is an infusion made with Sauza Blanco Tequila, sliced kiwi, sliced pineapple, sliced watermelon and sliced apples. The fruit is layered, three bottles of tequila are added, and then the whole jar is refrigerated for three days.
    “This drink has won us many fans and awards,” Morris says. “The great thing about the popularity of tequila is that we are now able to truly educate people on this fantastic spirit. No longer is it looked at just a shot now. People are seeing that it can be appreciated like a fine Cognac, port or scotch.”

Bringing the Character
    “Of course, the exotic, flavored Margaritas sell the most and the Kitchen Sink perhaps the best, but we are really seeing people sipping some finer, aged tequilas,” he says. In all, the Spanish Kitchen offers more than 85 brands of tequila, among them varieties of Patron, Gran Centenario, Casa Nobles, Don Julio El Tesoro, Sauza, Cuervo 1800s and Reserva de la Familia, Tequila Corralejo, Chinaco, Herradura, Asombroso, Don Eduardo, Quinta Pesas and Arrete. 
    The Spanish Kitchen goes to great lengths to be as correct as possible in serving its tequila cocktails, and shots come with sangrita.
    Mezcals are served with maguey salt, a salt-lime mixture with ground maguey worms spiced with chili. All premium tequilas are served in snifters. The fruit Margaritas are served with exotic fruit garnishes, including star fruit slices,
dried persimmon chips and even fried basil leaves.
    “All our juice mixtures are handmade, fresh-squeezed or mulched,” Morris says. “Simple syrup is made daily, and we use only the best in other mixtures, including agave honey and nectar we get directly from a Mexican farmer.”
    The attention to detail pays off for the Spanish Kitchen. The venue sells more than 1,000 Margaritas a week, and among its other tequila- and mezcal-based drinks, the tally goes to about 6,000 a month. “With tequila being the fastest growing spirit, we are continually watching these numbers rise nearly 10 percent a week,” Morris says.

Tequila School
    “(Sales growth) has been due to our endless marketing and promotion of the restaurant and its services including tequila school,” Morris says.
    “We e-mail all our guests who sign up for our mailing lists and inform them of the different events and campaigns we have going on. Currently we have 302 students enrolled in our tequila school and are getting many, many more requests to extend it to other days.
    “And because we are constantly teaching and improving our methods, our staff has been a tremendous tool in marketing. We invite all our staff that are not working on tequila school night to come and be a part of the session, free of charge. They have fun learning and promoting the school, and we get to educate them in a fun and interesting way.”
    Each week, the Kitchen features a different tequila during one of its many promotions, such as $2 Taco Tuesdays, which include tacos with pesto shrimp, lobster, filet mignon and roast pork.
    On Enchilada Mondays, Morris features a Mariachi band, shows Mexican films and offers the Margarita Gigante (a 27-ounce top shelfer made with Herradura Silver and choice of Grand Marnier, Cointreau, Citronage, Midori or Chambord float) for the giveaway price of $12.