Mexico's sweetheart spirit gets a Utah twist

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While many will celebrate Cinco de Mayo today with a tequila cocktail, only two Utah residents can claim they own a brand of this popular Mexican spirit.

John and Lisa Barlow of Draper launched Vida Tequila in 2007. Since then, this premium brand has slowly been building a name in restaurants, bars and liquor stores in New York, Chicago and other East-coast cities.

Seven months ago, the small boutique spirits company started selling its tequila in Utah. Utahns who have tried Vida are as enamored with the tequila's crisp, layered flavors as they are the owner's choice of residence.

"Who would ever think there is this young, hip couple from Utah who own a tequila company?" said Karen Olsen, owner of Metropolitan, one of several Utah restaurants who use Vida in cocktails. "In California you might expect it, but the Utah connection is interesting."

Utah ties » The Barlows were both born and raised outside the state but have background in The Church of Jesus Christ of Latter-day Saints. John was born in California but his father's job took the family to Florida then Texas. Lisa, whose Jewish family converted to Mormonism, grew up in New York.

Both came to Utah to attend Brigham Young University. John earned his bachelor's degree, but Lisa returned to New York after three years where she graduated from University of New York in Albany. Lisa's sister, who was in the same Mormon mission as John, introduced them.

When it came time for the couple to choose a place to live, Utah was their first choice.

"When we tell people what we do, they kind of raise their eyebrows," said John. "Even people from out of state think it's unusual."

"We love it here," said Lisa, who added that even though their business is alcohol, the couple respects the Mormon church and are raising their 5-year-old son Jack, in the faith.

The business » Vida Tequila produces three different types of distilled and aged tequila, all of which are made with 100 percent blue agave grown in the Mexican state of Jalisco. The Blanco tequila, which costs $50 for a 750 ml bottle, is the only one currently available in the Utah liquor stores. However, the Repasado and Anejo offerings are expected to be approved soon. Until then, they can be special ordered or sampled at some Utah restaurants.

In all, Vida produces about 6,000 cases (6 bottles each) annually. The Barlows expect that number to grow as their products will soon be available in Colorado, Texas and North Carolina.

The 30-something pair said they happened into the distilling business by chance. About seven years ago, they owned a company that imported consumer goods to the United States. On a trip to Mexico, they were introduced to the owner of a distillery located north-east of Guadalajara.

While the distillery made several brands of tequila, none were imported to the United States. The distillery owner and the Barlows joined forces to create an ultra-premium brand that would appeal to American consumers. The venture took nearly $10 million, which the couple raised through investors, family and their own savings.

Their timing was impeccable. Over the last decade, tequila has become one of the fastest growing spirits in the United States, according to the Distilled Spirits Council. Since 2002, U.S. imports of tequila have grown about 8 percent a year. While less expensive tequila blends are part of the trend, it's the premium, higher-priced offerings -- with flavors that often compare to the best aged bourbons and scotches -- that people are finding hip to sip.

There are hundreds of boutique brands like Vida fighting for consumer dollars. Most are owned by families that have generations of experience in the business, and few have women owners, said Lisa Barlow. That's one of the reasons you won't see the scantily clad women on Vida's packaging or advertisements. Lisa Barlow's love for fashion also shows in the tequila's high-end packaging, which includes hand-blown bottles, housed in elegant white boxes with touches of light blue.

"The focus is always on the product and never anything to diminish the beauty of this product that is elegant and indigenous to Mexico," she said.

Reviews are in » But it's what's inside the bottle that counts, and Vida -- which means life -- has earned some impressive reviews.

Earlier this year, Vida's Anejo tequila received a score of 92 -- out of a possible 100-- from Anthony Dias Blue, the editor of The Tasting Panel , a national beverage industry publication. He described the spirit as: "Smooth and earthy on the nose; mellow agave flavors with soft oak complexity; long, spicy and clean with hits of caramel and cinnamon."

And in 2008, Vida Tequila's Repasado received a platinum medal -- the highest award given -- during the inaugural Agave Spirits Challenge. The blind tasting included dozens of Mexican tequilas, all of which were judged on aroma, taste, body, finish and smoothness and quality for price. At the same competition Vida's Anejo won a gold medal and its blanco won silver.

Vida Tequila converted Stephanie Bailey-Hatfield, the general manager at Frida Bistro, who never really liked tequila. Like most of us, she assumed all tequila burned your throat and left you with a pounding headache.

"This is much more refined and delicate," she said. "It just slides down your throat and is as smooth as can be."