It has been said that drinking can itself be an art form, which is why Tequila Avion is naming its new campaign “Tequila Elevado a un Arte” (tequila elevated to an art).
The new drive from the No. 3 brand in the U.S. aims to give consumers a better appreciation of the work and artisanship that goes into crafting each bottle. There is even a call to action: “Yo/Elevado” encourages consumers to make better spirit choices, and is inspired by the birthplace of the brand, Jesus Maria, Mexico, at 7,000 feet above sea level.
“Our new campaign, ’Tequila Elevado a un Arte,’ highlights the dedication and artistry that goes into each bottle we create,” said brand founder Ken Austin in a statement provided to The Washington Times.
Anejo is a smooth, easy-to-drink varietal that features zero afterburn. The espresso brand offers up coffee flavor to go along with the distilled agave nectar, and both the Reposado and the Silver are absolute winners to be enjoyed alone or in a mixture.
Mr. Austin said that the “the meticulously inefficient process” resulted in Avion Silver being voted “World’s Best Tasting Tequila” at the 2012 San Francisco World Spirits Competition.
“Inefficiency has its place, which typically it’s best to avoid, but it can be revered when creating art or, in our case, tequila,” Mr. Austin said, adding that his products take advantage of the “rich flavor” of Jesus Maria agave plants.
“We refused to cut any corners or implement processes that sacrificed the rich flavor,” said Mr. Austin, who was once a partner in Marquis Jet, which was then sold to Warren Buffett and became NetJet.
The company said that “Yo/Elevado” aims to make harmonious the spiritual and dedication to art that goes into the lengthy process of crafting Tequila Avion.
For more information, visit TequilaAvion.com or follow @TequilaAvion on Twitter.
• Eric Althoff can be reached at twt@washingtontimes.com.
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