The recipe for a margarita is simple — it’s tequila, triple sec and lime juice, served shaken with ice, without ice or blended with ice. The reason behind how it became a cultural phenomenon isn’t so simple.
James Irvine, Group Creative Cocktail Lead at Merivale, says one of the reasons is what the margarita represents to people. He looks at the drink and thinks, “You’re never having a bad time with a marg”.
“I think the margarita represents fresh flavours, variety that offers something for everyone and great times,” says Irvine. “It comes in many forms and that’s a big part of its appeal. You might be a purist, looking for a tart, crisp margarita, a richer variation in a Tommy’s or feeling adventurous and open to trying a fruit-forward or spicy variation.”
There’s a margarita variation for every palate. Also, for drink purists, the appeal can lie in the conversations margaritas can spark. You might talk about its contested origins. If you think it was created by a Texan socialite named Marita Sames, who mixed the drink for guests at her home in Acapulco, Mexico. Or if it was bartenders like Daniel Negrete who created the drink, inspired by his girlfriend Margarita, who liked salt in her drinks.
Or you might share your go-to margarita recipes. Or even debate topics like this one — why it’s become such a cultural phenomenon. Irvine’s two cents is that the margarita also provides solid building blocks bartenders can easily add scaffolding to. It’s a great classic cocktail they can make their own, while it still being recognisable.
“I love seeing the creativity and innovation of bartenders around the world, working with the building blocks of a margarita and creating a contemporary version of it,” says Irvine.
At JAM Record Bar, Irvine wanted to create a unique spicy margarita so he broke down the formula to a classic Tommy’s and spicy margarita and then tapped into some culinary trends. The result was the togarashi margarita, made using Olmeca Altos Plata Tequila, a habanero-infused agave that mimics the taste and texture of the hot honey trend. Fresh lime juice and togarashi seasoning blended into a garnish were also added.
Irvine says bartenders (or at-home “bartenders”) can play around with margaritas as much as they want, adding their own spin, but that the ingredients and techniques used require one thing: validity.
“If there’s a purpose and reasoning behind applying a technique or using a specific ingredient, then absolutely — do it,” he says. “Don’t let anything limit your creativity, research or drive to try something new. You might discover the next ‘it’ cocktail.”
Merivale is running a Margarita Month from May 1 to 25 with $18 margaritas at over 55 of its venues, including at JAM Record Bar and at all Totti’s venues.
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