Pura Vida Tequila – 100% Agave Azul

| September 19, 2012

All the way from Texas comes Pura Vida Tequila, a newcomer to the already crowded field. However this tequila might have a marketing edge thanks to the slick packaging, price point of $29.99 and the rock star connection of Billy Gibbons of ZZ Top. Throw in the fact that anything Texas is kind of hip right now, thanks to the likely nomination of Rick Perry as the Republican candidate next year and Pura Vida is on the map.

The launch in San Antonio was quickly followed by Houston in December 2010, with all eyes on California expansion. Founder Stewart Skloss searched down in Mexico for the right distillery and eventually ended up with the Feliciano Vivanco Facility in Jalisco. Founded in 1923, the distillery produces quality tequila with a bit of a bite and edge, hence the marketing push for Pura Vida.

Skloss has hired thirty brand ambassadors to spread the word about Pura Vida to the masses, and he plans to attend every tasting, sampling and every restaurant event. Describing himself as a tequila connoisseur, he is determined to spread the word to anyone who will listen.

Billy Gibbons of ZZ Top certainly knows a good drink when he comes across one,  hence his investment in the fledgling line. It certainly helps that his picture appears in much of the marketing and advertising material, which indicates a growing trend for musicians and celebrities to get behind a spirit brand.

Pura Vida is triple distilled using both traditional and modern methods, and each agave plant is hand selected and hand harvested based on maturity and sugar content. Also the tequilas are distilled at 46% Alc/Vol to retain more agave flavor and fuller body as opposed to the industry standard which is 55%. The aging process takes place in high quality Kentucky Bourbon oak barrels, and no additives or caramel colors are added to adjust the final color.

I did try the Silver, Gold and  Anejo and  have to say  that my  bottle of  choice would have to be the gold, based on the peppery but sweet taste it delivers. Mint and Jasmine are also quite prominent here making the Gold exceptionally smooth with a light finish.

The Silver is a crystal clear spirit possibly best drank neat and unchilled. You might also want to try it with the Pura Vida Sangrita on the side. Best described as a Mexican Bloody Mary mix, this is a mixture of tomato juice, lime juice, orange juice and spices, and this  secret family recipe is only produced in small batches. Pura Vida is perfect for either the “Pancho Villa” cocktail or the “Mexican Flag.”

The Pura Vida Anejo is aged for a minimum of one year resulting in a complex flavor with hints of pear, vanilla, chocolate and oak and with a hint of spice.


Filed in: Cocktail Hour