In the bustling world of New York’s cocktail scene, where trends shift as quickly as the city’s rhythm, bar directors like Tristan Brunel of The Tusk Bar & Brass are constantly seeking spirits that offer both quality and authenticity. When Tequila El Mexicano arrived on the US market this year, it didn’t take long for this family-crafted spirit to earn its place on Brunel’s carefully curated back bar.
“One of the reps came in and tasted me on it, and I was like, ‘This is great,’” recalls Brunel, who has been immersed in the spirits industry for two decades. “I ended up picking up one bottle each [Blanco and Reposado] right away, just to play around with it at the bar. Now I think I have a few cases of each, because it’s one of our definite back bar bartender’s choice tequilas.”
Connecting Patrons to Heritage
For Brunel, who has witnessed the evolution of tequila appreciation over his 13 years in New York City, Tequila El Mexicano represents something increasingly rare in today’s market: authentic craftsmanship without unnecessary additives. At The Tusk Bar & Brass, where guests often seek recommendations rather than calling for specific brands, this dynamic creates the perfect opportunity for education.
“Most of the time, what happens is someone’s ordering a cocktail, and we ask if they have a tequila preference,” explains Brunel. “That’s when you get to have that conversation with them and lead them toward something you’re passionate about. It’s a great way for guests to leave with something new — whether it’s a cocktail they can order at another bar or a brand they’ll ask for next time.”
This educational approach has proven particularly effective with El Mexicano, especially when Brunel can also share the story behind the brand with bar guests. The Bañuelos family legacy began in 1973 when Leon Bañuelos and his father Don Felix Bañuelos started a small distillery that would go on to produce the highly-awarded Cazadores tequila. El Mexicano was created to keep that family legacy alive through three generations of expertise, with Leon still living on the estate to oversee production and ensure his high standards are met.
Quality Over Celebrity
In an era when the tequila market has been flooded with celebrity brands El Mexicano stands apart through its commitment to traditional production methods. The brand is 100% additive-free, and every bottle is crafted with 100% Mexican hands at the Hacienda El Mexicano distillery, which seamlessly blends modernity with tradition in the highlands of Jalisco.
“We’re getting away from those vanilla bomb style ones,” notes Brunel. “As people become more educated about tequila, they’re definitely asking for additive-free options. That’s become a much bigger call than it used to be. People are asking how it was made, which is a great thing.”
When guests inquire about a brand The Tusk doesn’t carry, Brunel uses it as an opportunity to introduce El Mexicano’s story. “I tell them it’s three generations in the making, it’s 100% Mexican hands, completely additive-free, with a very limited ingredient list. Those selling points make it almost a no-brainer situation. I’ve never met anyone who wasn’t willing to try it after hearing that.”
The Sweet Spot
While Brunel stocks both the Blanco and Reposado expressions, he’s noticed something interesting about customer preferences. “We go through a lot more Reposado, especially for [neat] pours,” he observes. “I think it’s that sweet spot because it’s not as pricey as Añejo, but they’re still getting some age on it. They’re getting nuances they wouldn’t get from a Blanco.”
El Mexicano’s Reposado, aged for 90 days in a combination of American and French white oak barrels, offers something distinctive that catches Brunel’s attention. “There’s only a couple spirits I’ve ever had that have both European and American oak influence, and I think that’s a really cool, unique thing that isn’t super common to find. That Reposado is definitely one that I would choose personally.”
The dual-oak aging process creates complexity that appeals to whiskey drinkers who also appreciate aged tequilas, while still maintaining the clean, unadulterated character that defines quality tequila. “It really does show all that wood interaction and the combination of the two oaks,” Brunel explains. “You get those amazing nuances that people may not even know they want, but they experience this really intense, flavor-driven moment.”
Cocktail Versatility
Beyond sipping, the Blanco serves as Brunel’s go-to for classic cocktails, while the Reposado opens up possibilities for stirred drinks and seasonal variations. “I’ve never gotten a ‘no’ on the Blanco,” he says. “I’ve put it in numerous different types of cocktails.”
One of Brunel’s favorite applications is the El Diablo, a slightly obscure classic that showcases the Blanco’s character. The cocktail combines tequila with lime juice, crème de cassis, and ginger beer. “It’s fruity, refreshing, spicy — you get this whole wave of flavors, especially for summertime. It’s very berry-driven, like a spicy Margarita riff, but you’re only getting that ginger spice, not any heat.”
For the Reposado, Brunel enjoys crafting stirred cocktails that highlight the aged character. “I’m a big fan of a tequila Manhattan with Reposado because I love vermouth in any format. It’s fun to have a stirred tequila cocktail because you just don’t get that super often.”
The Future of Authentic Tequila
As the cocktail scene continues to evolve, Brunel sees growing demand for authentic tequilas like El Mexicano. “Every bar person I know is in the same camp, truly caring about the fact that it’s actually artisanal, multi-generational, and made by Mexican hands,” he notes. “All the buyers are leaning into that, and as a result, it’s finally reaching the general clientele.”
For Brunel, who came to New York knowing the city represented one of the top cocktail markets in the world, Tequila El Mexicano represents exactly what discerning bartenders and their guests are seeking: a product with genuine heritage, uncompromising quality, and the versatility to shine in both classic cocktails and neat pours.
This article is sponsored by Tequila El Mexicano.
