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Julio Bermejo 20 IN 12 B T O R P A E T Y E Q BIN E U H IL T A F A O BIN 2012 TOP TEQUILA CCOUNT ACCOUNT OF THE YEAR TOMMY'S MEXICAN RESTAURANT Home of U.S. Tequila ambassador Julio Bermejo and the famous Tommy’s Original Margarita By Allison Levine hen one talks about Tequila, it of Tommy’s success and why today Julio A decade later, in 1976, Tommy’s got Wis not uncommon for Tommy’s holds the sole title of U.S. Tequila ambas- their liquor license. Julio, who grew up in Mexican Restaurant, and the Tommy’s sador. the restaurant the youngest of 5 children, Original Margarita, to be a part of the remembers that “the bar at the time was conversation. While still a family-owned HISTORY: Tommy’s Mexican Res- filled with every color of liquor and filled business that opened its doors in 1965, taurant has been a San Francisco staple with everything but tequila.” Eventually Tommy’s is recognized as the epicenter since opening its doors 47 years ago. margaritas were also offered, using the old of Tequila on a global level. Since the Tomas “Tommy” Bermejo came to the traditional recipe - mixto tequila, simple beginning, Tommy’s has been ahead of US from the Yucatan as a guest worker syrup and fresh lime, blended. Although the curve with regards to Tequila. Today through the United States and Mexico’s the margarita recipe was not originated they are known for their extensive tequila Bracero Program, which ran between by Tommy’s, Tommy’s was already on bar with more than 350 brands to choose 1942 and 1964. In 1965, Tommy and the cutting edge. What set them apart from, all 100% agave tequilas and argu- his wife Elmy bought the building where was the use of fresh lime squeezed on the ably, they make the best margaritas on Tommy’s Mexican Restaurant is located. spot and the attention to detail that was earth. At first, the menu featured non-tradition- paid in making each drink. “No matter Taking the lead is Julio Bermejo who al Mexican dishes like carved meats. But, how many drinks we were making - 1, 2, turned his family’s restaurant into the Tommy began integrating traditional Yu- a pitcher - we always made them exact. Bay Area’s Tequila mecca. Julio’s passion catan dishes such as Poc, Chuc and Pollo There was never residual juice left over and enthusiasm for Tequila is at the heart Pibil into the menu, eventually removing and each glass had an equal pour, and our all non-traditional dishes. customers noticed.” 38 BIN 2012 The Best Margaritas On Earth Tommy's Original Margarita GAME CHANGER: Persian lime juice, 1 part agave nectar, cut took a few years for Tommy’s to become In the mid-80s, Julio began work- 1:1 with water; it is a simple recipe focused the education center for tequila that it is ing full-time at Tommy’s after graduating on the purity of the products. However, today. from Berkeley with a degree in Political the Tommy’s Original Margarita, as of In the late 80s, Tommy’s had 28 te- Science/Foreign Service. He began work- 2011, is the first-ever venue specific recipe quilas on the list, 24 of which were 100% ing as a busboy, then a line cook and final- to be in the International Bartenders As- agave. Julio also fell in love with Añejo ly behind the bar at Tommy’s, where he sociation Manual. “It is huge honor to be Tequilas (specifically Patron Añejo and would transform Tommy’s into a premiere in this manual,” expressed Julio, “and our El Tesoro Muy Añejo) and bought more tequila bar with the largest collection of margarita recipe is on at least 400 menus Añejo tequila than any other account. 100% agave tequila outside of Mexico. around the world.” Despite the higher cost for Añejo tequi- At the same time, Julio was intro- las, “for only $2 more per bottle, we got duced to 100% agave Tequila. “Horni- more flavor from an Añejo and with the tos was the first 100% agave tequila that correct proportions in your cocktail, you I saw.” He came to the realization that “It is huge honor can actually taste what you are asked for.” when high quality liquors were drunk, to be in this manu- However, at the time, they had trou- “people didn’t feel hung over the next ble getting people to try the tequilas. “We day.” As a result, Tommy’s put 100% aga- al,” expressed Julio, began educating our customers in order to ve tequila in their well. They eliminated “and our margarita sell tequila. It wasn’t about notoriety. We the bottom shelf, basing this decision on didn’t buy 100% agave tequila just to dis- taste and were the first bar in the country recipe is on at least on a volume basis to make this change. 400 menus around They were the first restaurant in the US the world.” to serve Herradura Silver, from the 100% agave-exclusive producer of tequila, as their “house” tequila. Tommy’s was still blending their margaritas but they were EDUCATION focused on quality. Education has been a core component Tommy’s was also the first to use agave of Tommy’s success as a Tequila mecca. nectar in their cocktails. To this day, Julio Julio explains that “when you put a bottle makes his margaritas with neutrally fla- in front of guests, they can touch it and vored agave nectar in place of triple sec. smell it. When they chose one that they With these two changes in the 1980s, enjoy, they will recommend it on another the Tommy’s Original Margarita was born. occasion. You learn and pass it on, and in 2 parts 100% agave tequila, 1 part fresh the process, brand loyalty is created.” It Robert Esqueda, Smart Health Drinks & Julio Ber- 40 BIN 2012 mejo, Tommy's play it on the back bar.” Julio created a THE FUTURE “tequila around the world” program, simi- Tommy’s remains a leader in the te- lar to a concept in another local bar that quila category, offering the best selection had a “beer around the world” program. of Tequilas in the US. There is at least Customers received a card with tequilas one product of 100% agave from every listed on it and when they got enough brand that exports to California on the punches, they received a Tommy’s t-shirt. 350 long menu. Soon this menu may in- The program took a few years to take off. clude Julio’s own brand of tequila as he Julio began to charge for the card and “the and his wife are in the process of build- customers who were interested in tequila ing a micro-distillery. Called Tequilera came forward.” Today the club has 8000 de Lily y Julio, they will produce tequila members and Agave lovers have been in the traditional and artisanal method, traveling to Tommy’s for over a decade to using a cooking stone, oven-fermented teach themselves amid several hundred wood and distillation in cooper pots. bottles. Julio continues to set trends and keep The first level of the club is called the Tommy’s ahead of the curve. With a new Master Level and costs $10 to join. The iPhone App, Learn to Make The Perfect new member receives a blue Master card Margarita, the World Famous Tommy's that lists the Tommy’s tequila selection, Margarita, Tommy’s is spreading the word broken down by category: Joven Abo- on how to make the perfect margarita cado, Silver or Blanco, Reposado, Añejo thru short videos and a recipe. Tommy's and Extra Añejo. Students are required to Ultimate mixes, fresh mixes made with all taste 35 out of 350 tequilas, a maximum natural ingredients, are also available in of three tastes per visit. Upon graduation, the market. ■ members receive a Tommy's Tequila Mas- ter Booklet, an oak framed Tequila Master Tommy's Mexican Restaurant Diploma and a Tommy's Tequila Master 5929 Geary Blvd. T-shirt. San Francisco, CA 94121 Upon completion of the Master level, 415-387-4747 the student is invited to join the PhD www.tommystequila.com level and earn his/her “doctorate” in te- quila. At no additional charge, the Mas- ter decides whether to become a Doctor of Tequila or a Ninja Master. The PhD candidate enjoys his/her selection either in margaritas or neat in snifters, but the Ninja Master can enjoy his/her selections only in snifters. In both cases, the Master must try an additional 35 different tequi- las from a list of tequilas that are either no longer available or extremely rare. The candidate graduated after his/her tastings and after passing a 70-question exam with Super Premium Tequila 80% or better. The questions cover fer- mentation, distillation, tequila regions, brands and Blue Agave Club personali- ties. Upon graduation at the doctoral lev- el, the candidate receives either a black PhD t-shirt or an embroidered Nina Mas- ter Soldier shirt. PhD members can attempt to become a “Demi-God” of tequila, the ultimate level of tequila education at Tommy’s. This Doctor of Tequila must prove that he/she has visited tequila distilleries in the denomination of origin and will then be put on a list to go to Jaslico with Julio. Tommy's Classic Blue Ticket 42 BIN 2012.

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