Tequila Avión Inspires Consumers to Elevate their Spirit and Glass with New Mantra - Yo/Elevado
Tequila Avión is proud to announce the launch of their new brand platform, Yo/Elevado, which encourages seasoned and novice tequila connoisseurs alike to elevate their spirit choices and lives. Inspired by Avión's elevated birthplace (which sits 7,000 feet above sea level) and by the drive of its founder, Ken Austin, Yo/Elevado highlights the parallel between the literal and the figurative. Yo/Elevado is brought to life in a new campaign "Tequila Elevado a un Arte," which explores what happens when one stops worrying about time and efficiency and strives to elevate tequila to an art.
The brand was born from a love of tequila and through collaboration between Austin and the Lopez family, who for generations have grown agave in the small town of Jesús María at the highest elevations of Jalisco. Together they create tequila with a time-consuming process that enhances and preserves the single-source estate agave used in Tequila Avión.
The inefficiency of Avión comes from a combination of the many steps of a meticulous process. From slow roasting Avión agave at low temperatures only in brick ovens, to using up to 30 percent more agave in distillation, to the proprietary ultra-slow filtration process, this approach makes it impossible to create Avión efficiently. Avión uses a process that, similar to the creation of art, takes time. The "Tequila Elevado a Un Arte" campaign heralds that very approach while giving a nod to the brand's roots in Mexico.
"Inefficiency has its place, which typically it's best to avoid, but it can be revered when creating art or in our case, tequila. We set out to create tequila that celebrates the rich flavor of the Jesús María agave. We refused to cut any corners or implement processes that sacrificed the rich flavor. The meticulously inefficient process resulted in Avión Silver being voted 'World's Best Tasting Tequila' at the 2012 San Francisco World Spirits Competition," said Austin, "Our new campaign, 'Tequila Elevado a un Arte' highlights the dedication and artistry that goes into each bottle we create."
