EVANSVILLE The opening of the new Liquor Locker at Morgan Avenue and Stockwell Road is going extraordinarily well with Skip Seaman at the controls.
Seaman, best known by some as “the master of marketing” — from beer bottles to caskets — is president of Evansville-based PAR (Product Acceptance & Research). He co-owns the liquor store with Dilip Patel, owner of the Carousel restaurant and Carousel Court apartments.
The two businessmen have the liquor store fully stocked with wine, spirits and beer, and Seaman has gone directly to the root of the tequila for a splashy welcoming. Large blue agave plants — the species that provides the base ingredient for the distilled spirit tequila — have been brought in from Guadelajara, Mexico, to grace the store.
Courtesy Skip Seaman From 3 to 9 p.m. May 4, customers are invited to a free tequila tasting at the new Liquor Locker at Morgan Avenue and Stockwell Road. Tequila expert Gervasio Cubenas will be in attendance.
It gets better.
On May 4, from 3 p.m. to 9 p.m., customers 21 years old and older will be able to participate in a tequila tasting event, open to the public, at the store.
Seaman said nine different types of tequila, all from the Jalisco state in Mexico which produces the distilled spirit, will be tasted.
The tequila is distributed locally by Olinger Distributing Co.
Gervasio Cubenas of Louisville-headquartered Brown Forman Corp. — a diversified producer and marketer of wine, spirits, housewares and luggage — is expected to be on hand, mingling with the tasters.
In the industry Cubenas is considered a tequila expert sometimes referred to as “Mr. Tequila” for his broad knowledge.
The tequila agave grows robustly in its native Jalisco, liking the high altitudes and sandy soil.
Most of the tequila production today occurs in the highlands near the city of Guadalajara, where red volcanic soil is well suited to the growing of the blue agave, according to Seaman.
Mexican laws declare that tequila only can be produced in the state of Jalisco and very limited regions in several nearby states.
The distilled spirit was first produced in the 16th century near the city of Tequila.
When Spanish conquistadors ran out of their n brandy, they began to distill the agave drink to produce North America’s first indigenous distilled spirit.
It is rare for an agave plant to be kept as a houseplant to flower. However, a 50-year-old blue agave in Boston grew a 30-foot-tall stalk, requiring a hole be cut in the roof of the greenhouse, where it was housed.
The newly constructed Liquor Locker at Morgan and Stockwell is the fourth Liquor Locker now open in the city by Seaman and Patel.
The businessmen recently opened a store in a newly constructed building off West Franklin Street and St. Joseph Avenue.
They also own the Liquor Locker at 300 N. Weinbach Ave. and the Liquor Locker at 211 N. Heidelbach Ave., both of which were recently remodeled.Seaman estimated the new construction and remodeling has totaled around $3.2 million.
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