Tequila and loud music have never been too far apart, but two San Diego-native, El Paso-born brothers have taken that connection to another level. They’re officially launching in downtown El Paso tomorrow, August 15th, at B-17 Bombers with performances by Making Movies, the band featured for their inaugural batch of tequila, and local favorites Sultanes del Yonke.
Jaime and Jesse Cabrera have wrought forth El Músico Tequila, a new tequila made and concocted heavily alongside carefully curated music. After then adding fellow El Pasoan and childhood friend Ernie Montoya as well as their fourth and final business partner Rachel Wibly, El Músico was off and running.
The idea was simple: create an authentic and flavorful tequila that was backed by music, not celebrity endorsements.
Following the principles of the Mozart method, a fermentation process that is based on the playing of classical music-specifically Mozart or even Vivaldi-during fermentation, El Músico took that idea and posited the question of what other types of music would influence tequila during fermentation.
For this inaugural creation, El Músico Tequila held a contest where several bands and artists of various genres sent in samples and demos with reasons why they would fit for this type of project.
This time around, Making Movies was selected. Though, Chief Digital Officer Ernie Montoya said it was very difficult to pick a winner in the end after a careful review process that also featured local El Paso/Cd. Juárez talent Sultanes del Yonke as finalists.
The first launch party will be at the downtown location of B-17 Bombers and feature live performances by both Making Movies, Sultanes del Yonke, and CEO and Chief Marketing Officer Jaime Cabrera. They’ll feature El Músico Tequila cocktails, have bottles for sale (which are also on sale at their website), and also have a debut for new El Músico Tequila t-shirts designed and made by Chuco Relic. The event kicks off at 7 PM.
By Antonio Villaseñor-Baca