Tres Agaves Products

"Remember the last time you tried to learn something about tequila?

Exactly.

You remember nada because it usually involves, well, shots of the thing you’re trying to learn about. To solve this inherently human problem (drinking tequila if it’s in front of you) our friends at Tres Agaves Tequila created something meant to school you while entertaining you while keeping you sober enough to learn: a video series calledTequila Academy.

Parked on YouTube and the Tres website (www.tresagaves.com/tequilaacademy), Tequila Academy is an eight-part series that follows the adventures of two gringos as they go deep into the culture of Guadalajara, exploring everything from the harvest of agave plants, to distillation, to how good tequila is actually drank by the people who make it. They learn about tradition, why tequila only comes from one region in Mexico, and what differentiates the good from the bad.

We first heard about this project from Tres Agaves’ man on the ground, Chris Galante, who’s like our own personal agave whisperer, helping to build the past two years’ sponsorships with our Arizona Taco Festival. Galante called to tell us that one of Tres’ partners, Eric Rubin, was in town and wanted to lunch with us to discuss the fun goings-on over at Tres Agaves. Usually, those lunches go down with Chris Alvarez, another Tres partner that’s now deeply focused on some Jim Beam duties in Las Vegas. But Rubin, like Alvarez, is one of those guys that sees beyond his brands’ success–his focus is split between keeping his house in order while keeping the overall industry moving forward. They’re true tequila altruists.

Hence these videos.

Episode one and two launched last week and they’ve already racked up a staggering 40,000+ views collectively. Check them out here: www.youtube.com. Each video is one part funny and two parts educational with a splash of good camerawork. Sounds like a great recipe to us!"

http://www.eateraz.com/2012/01/if-you-vanish-to-mexico-be-sure-to-leave-a-tres/