San Diego, CA - Nobleza Azul, the ultra-premium tequila, produced by the Torres family, grown from the finest Blue Weber Agave in the fertile highlands of Jalisco, Mexico, is now available in select San Diego Costco stores.
During October Paula Torres-Symington, President of Nobleza Tequila, will be greeting shoppers, and passing out Nobleza tequila recipes at the Morena Blvd. Costco from 4-6 p.m. on Friday, October 25; at the Mission Valley Costco, noon to 3 p.m., Saturday, October 26; and Saturday afternoon, October 25, at the Carlsbad Costco, 4-6 p.m.
Described by connoisseurs as subtle and sexy, a newcomer to the tequila industry, Nobleza Azul has already achieved critical acclaim among tequila experts, attracting awards and admirers.
“We are honored to have the opportunity to offer our tequila to Costco consumers. As a small family owned company, we are used to competing with older more established brands and winning over their followers,” said Torres-Symington.
“Costco shoppers,” she added, “are savvy and price conscious and we know they will appreciate the quality of Nobleza’s blanco. While we are newcomers to producing our own brand of tequila, my father’s family has been growing agave for some of the most prestigious tequila producers for four generations.”
According to Torres-Symington, growing and harvesting agave is a very labor intensive and personal business. “You have to love agave and the land on which it grows to produce premium tequila. Nobleza is our celebration of both. In our family, it’s more than a temporary fascination, or business investment. It’s a long time love affair.”
To Torres-Symington, tequila has a fiery spirit and viva Mexico tradition, and a feminine mystique, which is much richer than the raucous-boys- night-out, throwing-back-shots-image. “It has character and heart, like a woman, and it was my family’s goal to produce such tequila — a drink for sipping or mixing that a woman would be proud to order, and enjoy in the more elegant manner that cocktails are sipped.
“It’s not our desire to take the man thing and fun out of tequila drinking, but simply add more sophisticated dimensions and options,” added Torres, one of the first women to head a tequila company. The brand has taken on a female personae marketing as “the new girl in town.” The metaphor also applies to Torres-Symington’s experience in breaking into the male dominated industry.
The new wave of real premium tequilas is changing the image of tequila as a sipping drink alongside fine scotch, wines, and bourbons. Torres-Symington is an outspoken advocate of recognizing the sophistication and multiple flavors of tequila. “The interesting thing, unlike most other premium aged liquor, tequila is just beginning to be recognized for its versatility, enhancement, and creative use in mixed drinks,” Torres-Symington noted.
Jeffrey Dale Starr is a tequila enthusiast, oil painter, and owner of mobile software company Purple Falcon.
