Daniele Umotte started bartending in Italy back in 2003, and moved to London in 2008, pursuing a career in hospitality. Having worked in impeccable venues such as Ronnie’s Bar, Saint Martin Lane hotel and managing the bar of the famous The Box in Soho, he moved to the world of brands due to his love for spirits and innovation. After working for over five years with premium vodka and gin, he landed on tequila where he focuses on terroir, Mexico and what makes agave spirits so special.
As the official UK ambassador for Brown-Forman owned Tequila Herradura and El Jimador, Daniele spends his time spreading love for agave through tastings and sensory sessions, as well as organising and hosting brand events and working on brand collaborations.
We sat down with Daniele to find out a little more.
Tell us about your background – how did you get to where you are today, working for Herradura?
I started working in bars when I was still in high school and carried on throughout university as well. Like many other 22-year-olds, I thought (and I still do) that London is one of the best cities in the world, so it seemed only natural to me to move here in 2008. My first bar job in London turned out to be my entrance into a career in the alcohol industry after all.
In 2016, I joined a very famous vodka company as brand ambassador and that was the first time I could see the ‘other’ side of the bar. However, tequila for me is a lifelong passion, so when I had the opportunity to join Herradura Tequila in 2021, I jumped at it and I haven’t looked back since!
Tell us about the Herradura brand. Why is it unique?
Tequila Herradura has a very rich heritage dating back to 1870, produced in one of the most historic tequila distilleries in the world, Casa Herradura, which continues to use traditional production methods to ensure we stay true to the authenticity and sustainable values of our tequila. Tequila Herradura is made using traditional brick ovens to slowly cook the agave, which can take up to 26 hours and helps to enhance the flavours and aroma. Alongside this we use natural fermentation, double distillation and the all-important ageing process to ensure our distinctive flavour profiles across all expressions. Furthermore, through the use of 100 per cent blue agave, we are able to ensure a consistent, high-quality liquid.
However, despite our deep roots in traditional tequila production, Tequila Herradura is unique in that we are not scared of innovation; we were the original creators of the Resposado tequila category and continue to try and find ways to bring something new and exciting to the world of tequila. Our campaign ‘Extraordinary Awaits’ looks to highlight the modern and unique twist that we look to bring to an age old liquid – from experiential activations that test the senses to creative cocktail serves, we aim to continue to surprise and excite our tequila drinkers and stay ahead of the trends.
How would you recommend people drink Herradura?
Tequila Herradura can be enjoyed in a variety of ways! Thanks to its versatile liquid and range of expressions, there are many ways you can drink our tequila depending on your personal preferences. Whether you are a tequila connoisseur who prefers to sip tequila neat and take your time to savour and appreciate the unique flavour notes and aroma, or whether you prefer to enjoy it in a cocktail with friends in a high-end bar through one of our exciting and creative serves, there is something for every type of tequila drinker.
If you are someone who would like to try an alternative, traditional serve, you may even enjoy sipping your tequila alongside a Sangrita, which is a non alcoholic, Mexican drink made with orange and pomegranate juice, chilli and spices which, when drinking side by side with the tequila, enhances the flavours and brings something new to your typical serve. Our overall aim is to continue to surprise and impress whilst offering the opportunity to bring the senses to life through our extraordinary tequila – so whichever type of consumer you are, there is something for everyone.
What are some of the biggest misconceptions about tequila?
Tequila overall has a very rich cultural heritage, however for some it still carries common misconceptions. In the past, tequila drinkers likely associated the spirit with cheap, low quality drinks that had a strong and disagreeable flavour, when in reality we now see many premium, high quality expressions, including Herradura Tequila, now using 100 per cent agave – which greatly affects flavour, and of course, quality.
This previous association helped feed the belief that all tequila tastes the same, with a few brands previously dominating the market, however there is a wide array of tequila offerings, each with their own distinct flavour profile due to their different production methods. For example, Herradura Plata has light, crisp, citrus notes which has a very different taste and mouthfeel compared to the likes of Reposado, which has a richer, more complex baking spice and caramel taste due to its oak barrel ageing.
Another common misconception is that tequila is predominantly drunk as a shot, and whilst this is still popular, tequila is a very versatile spirit that can be enjoyed as a cocktail, such as a Margarita. Most contemporary cocktails can be elevated with the inclusion of tequila, such as a Herradura Watermelon Negroni or Tequila Old Fashioned, creating lots of new and exciting ways to enjoy this complex and delicious spirit.
What do you see as the future of tequila?
Within the UK, tequila has seen massive growth in its popularity amongst consumers and its future is continuing to look bright! With increasing interest for super premium and ultra premium brands, consumers are becoming more discerning about the quality and authenticity of their drinks, looking for a liquid that not only has unique flavour, but is also created using the finest ingredients and produced in a sustainable way, giving way for a new wave of tequila connoisseurs.
With an increase in tequila education in the UK, the overall culture within the category is changing with more consumers looking for new ways to drink tequila, gradually moving away from shots and towards more contemporary, new and exciting cocktails that highlight the flavours, as well as more people appreciating the liquid and looking to consume tequila as a sipping spirit.
What’s next for Herradura?
Tequila Herradura has a very exciting future ahead as we continue to find ways to bring our brand to life through our extraordinary liquid to surprise and delight our consumers! Through working with some of the UK’s top bars and restaurants, consumers will be able to continue to trial fun, new cocktail twists, thanks to the creativity of the talented bartenders in the UK cocktail scene. And, as always, we continue to look for new ways to innovate and bring a touch of modernity to such a valued, traditional spirit, so keep your eyes peeled as there is a lot coming in the pipeline for our extraordinary tequila!
