This New El Paso Tequila Is Literally Made With Music
A new tequila brand with El Paso roots is officially making its debut, and its founders are inviting the Sun City to help them celebrate with tequila, live music and a party in Downtown El Paso!
El Músico Tequila, co-founded by El Paso natives Jaime Cabrera and Ernie Montoya, along with Jesse Cabrera and Rachael Wilby, will celebrate the official launch of El Músico Tequila Blanco at B-17 Bombers Oyster Pub, 201 S. El Paso St.
The premium tequila brand combines two things that already go pretty well together, music and tequila, but in a completely different way.
The “Mozart Effect” Meets This El Paso Tequila Brand
According to the company, El Músico is the first tequila crafted through its proprietary MusiCrafted™ fermentation process, which incorporates music from independent artists into the tequila-making process.
During fermentation, music from a featured artist is played directly over the open fermentation tanks as champagne yeast transforms 100% Blue Weber agave into tequila.
Thanks to the internet I was able to learn more about this process which is called the “Mozart Effect.”
Distillers believe the gentle, rhythmic sound waves "calm" or stimulate the active yeast, encouraging them to consume sugars more efficiently and yield a smoother, cleaner alcohol conversion.
For El Músico's inaugural release, that soundtrack came courtesy of Latin Grammy-nominated band Making Movies. Music from the band's upcoming album was played throughout the fermentation process, meaning every bottle in the first release was crafted while their music filled the space.
The unique concept is behind the brand's fitting motto: “Let's Taste the Music.”
And as if Tequila and music wasn't enough to get you excited, the company also plans to use the brand as a way to support independent musicians beyond featuring their music.
El Músico Tequila is committed to championing artists through collaborations, grants, tour support, studio time, merchandise opportunities and other initiatives designed to help musicians continue creating.
For the El Paso natives behind the company, the launch is more than the introduction of another tequila. It's the beginning of a brand designed to celebrate music, craftsmanship, culture and the independent artists behind the songs.
El Músico Tequila Launch Party
What: El Músico Tequila Blanco Official Launch Party
Where: B-17 Bombers Oyster Pub, 201 S. El Paso St., Downtown El Paso
Time: Doors open to the public at 7 p.m.
Admission: First come, first served; space is limited
Age: 21 and older
The celebration will feature live music, giveaways, El Músico merchandise, a chance to meet the founders and complimentary signature cocktails for the first 50 guests.
PHOTOS: El Paso Natives Launch New El Músico Tequila
Gallery Credit: Jaime Cabrera/ El Musico Tequila
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Gallery Credit: Courtesy: Miguel Vigil / Edge of 4ever Photography