Nestled in the heart of Prescott, Arizona, a mere hundred miles north of the bustling metropolis of Phoenix, lies La Planchada, a taqueria of modest proportions that is making an outsized impact on the landscape of Mexican spirits. While many establishments focus on the ubiquitous allure of tequila and mezcal, La Planchada, under the visionary leadership of owner Skyler Reeves, has carved out a distinctive niche by championing a more diverse and adventurous array of Mexican distillates. This strategic embrace of lesser-known spirits like sotol, raicilla, and bacanora is not merely a trend-chasing endeavor; it is a deeply personal mission driven by Reeves’s profound appreciation for the unparalleled complexity and spectrum of flavors these unique beverages offer.
"I just personally love the stuff," Reeves stated in a recent interview, articulating the core philosophy that underpins his establishment’s beverage program. "The variety of flavors is, to me, so much greater in the agave space than it is, say, vodka, gin, or even whiskey." This passion translates into an experience for patrons that transcends the typical taqueria offering. Reeves elaborated on the vast sensory landscape, remarking, "You can go from funky, cheesy, almost rotten tasting sotol – [which is] actually made not from agave but a different plant called the desert spoon – to a buttery, oaky, vanilla añejo tequila." This deliberate exploration of the unchartered territories of Mexican spirits positions La Planchada as a destination for both seasoned enthusiasts and curious newcomers alike.
The physical space of La Planchada, a comfortable 2,000-square-foot establishment capable of seating 50 to 60 guests, belies the depth of its spirit collection. The restaurant proudly showcases between 70 and 80 distinct spirits, with a significant majority hailing from Mexico. This curated selection is intentionally inclusive, featuring a few carefully chosen options from the whiskey, vodka, and gin categories to ensure that every palate finds a welcoming entry point. However, the undeniable star of the show remains the rich tapestry of Mexican distillates, offering a journey through regional traditions and artisanal craftsmanship.
The Art of Engagement: Balancing Classics with Discovery
While La Planchada’s unique spirit selection is a significant draw, Reeves acknowledges the foundational role of traditional offerings in the restaurant’s financial success. "Carne asada tacos and house Margaritas are how we make our money, and there’s nothing wrong with that," he admitted pragmatically. This understanding allows him to create a balanced approach, where customer favorites are consistently available, while also fostering an environment ripe for exploration and education.
The introduction of less familiar spirits is handled with a thoughtful, non-intrusive touch. "But when we have a regular come in we might say, ‘Hey, look, we’ve got this new product,’" Reeves explained, detailing his customer engagement strategy. "And we’ll pour their group half an ounce each and talk about it: ‘Do you like it? Do you hate it? Is it interesting? Is it boring? Is it gross?’" This open-ended approach encourages genuine feedback and transforms the tasting experience into a collaborative dialogue. Crucially, Reeves emphasizes that all responses are valid. "And all of those answers are okay," he affirmed.
This philosophy extends to the broader consumer perception of spirits. Reeves firmly believes that price and popularity do not dictate personal preference. "I try to emphasize when I talk to people that just because something’s expensive or popular doesn’t mean you have to like it, and just because it’s cheap or you’ve never heard of it doesn’t mean you don’t like it," he stated. This empowering message liberates patrons from preconceived notions and encourages them to trust their own palates.
Cultivating Expertise: A Commitment to Staff Education
Reeves’s dedication to showcasing unique Mexican spirits is not confined to the guest experience; it is deeply embedded in his staff training and operational ethos. "Every week the staff is focused on one tequila, mezcal, or raicilla [etc.] that’s our go-to to talk about," he revealed. This structured approach ensures that the La Planchada team is well-versed in the nuances of their diverse spirit selection. The focus often falls on more obscure offerings, providing staff with compelling talking points and an opportunity to share their passion. However, Reeves also strategically rotates in popular brands, ensuring his team remains knowledgeable about the high-volume movers in the market, maintaining a comprehensive understanding of both niche and mainstream preferences.
This commitment to education and engagement creates a distinctive atmosphere at La Planchada. While many patrons may simply seek the comfort of familiar tacos and Margaritas, a growing segment of the clientele is drawn to the interactive and educational aspect of the dining experience. Reeves observes this shift in customer behavior, noting, "I think people are eager to get off of their phones, whether they are on their phones or not. If someone’s eyes are wandering around the restaurant, they either have a problem or they want to chat."
Unlocking New Palates: The Power of Intrigue and Education
When a patron expresses interest in engaging further, Reeves and his staff are ready to guide them on a sensory adventure. The introduction of unusual flavor profiles is a key strategy. "There’s a blue cheese flavor that comes through a lot with sotol, and so I’ll be like, ‘This one tastes like blue cheese,’" he explained, illustrating the element of surprise he often employs. "And everyone’s like, ‘What?’ I always get a sharp head turn, because I’m holding this clear bottle of liquor and the last thing they’re thinking is that it’s going to taste like blue cheese. It’s a great way to get people’s ears to perk up – not like bringing over a bottle of tequila and being like, ‘This tequila is really smooth.’" This bold approach leverages curiosity and challenges conventional expectations, making the discovery process both memorable and engaging.
Reeves also employs a playful, almost gamified approach to introducing new spirits. "I’ll be like, ‘Hey, do you guys want to try this mezcal? I love it, but Emily over there, she hates it,’" he shared. This creates a sense of intrigue and friendly debate, further encouraging participation. More importantly, it subtly reinforces the idea that personal taste is subjective and that it’s perfectly acceptable to have differing opinions. "That’s another way people kind of perk up, and it also shows that it’s okay to not like something, or to like something that someone else doesn’t like," Reeves emphasized.
The Broader Implications: A Model for Beverage Innovation
La Planchada’s commitment to exploring the less-traveled paths of Mexican spirits offers valuable insights for the broader restaurant industry. In an era where differentiation is paramount, this strategy provides a compelling point of distinction. By investing in knowledge, training, and a willingness to introduce patrons to novel experiences, La Planchada is not just selling drinks; it’s cultivating connoisseurs and fostering a deeper appreciation for the cultural and culinary richness of Mexico.
The success of this approach suggests a growing consumer appetite for authentic and educational experiences. As diners become more sophisticated and adventurous, establishments that can offer genuine discovery, backed by knowledgeable staff and a compelling narrative, are poised to thrive. La Planchada’s model, which seamlessly blends approachable favorites with adventurous exploration, serves as a blueprint for how restaurants can expand their beverage programs beyond the predictable, thereby enriching both their own offerings and the palates of their clientele. The "occasional person really appreciates" these unique bottlings, as Reeves noted, but the ripple effect of this intentional curation is far more profound, creating loyal patrons and a reputation for unparalleled spirit expertise.
The implications of La Planchada’s strategy extend beyond its Prescott location. It highlights a potential paradigm shift in how Mexican spirits are perceived and consumed. By moving beyond the well-trodden paths of tequila and mezcal, Reeves is not only expanding his own business but also contributing to the broader appreciation and preservation of Mexico’s diverse distilling heritage. Each pour of sotol, raicilla, or bacanora is an invitation to explore a tradition, a region, and a unique artisanal process, offering a far more immersive and enriching experience than a standard pour of a widely recognized spirit. As consumer demand for authentic and educational culinary journeys continues to rise, La Planchada stands as a testament to the rewards of embracing the bold, the unusual, and the truly exceptional.
