El Músico Tequila introduced their inaugural batch of tequila with a string of events in El Paso this past August. After selling out at Sun City Spirits, the party at B-17 Bombers Oyster Pub packed the house featuring performances by Making Movies, Sultanes del Yonke, and El Músico Tequila CEO Jaime Cabrera.
The evening was filled laughs and hugs. Making Movies, the band who ultimately won the right to have their music and image featured on the very first run of El Músico Tequila, headlined the festivities. But the MC for the evening who kicked off the concert was Jaime Cabrera, half of the brother duo that started the company. Sultanes del Yonke, a local El Paso/Cd. Juárez band, was the other featured act and a band that was a finalist and very serious contender for the first competition that decided who would be on the El Músico Tequila bottle according to the Chief Digital Officer Ernest Montoya.
In the crowd were friends and family of the El Pasoans’ who created the tequila as well as many local tequila fanatics and some regular B-17 regulars.
B-17 Bombers Oyster Pub also had some El Músico Tequila cocktails.
The tequila is centered around the experience of authentic tequila going hang-in-hand with finding new music. It isn’t just a bottle with a photo of a band. Adopting the Mozart method of fermentation where classical music is introduced during the fermentation process, El Músico Tequila introduced the music of Making Movies, after winning a contest and being selected by the team of El Músico, to the tequila as it was fermented.
Then, on top of the featured image on the bottle, a QR code with access to Making Movies’ music and information would introduce the buyer to the band’s music as well.
Future iterations with different artists across various genres are planned for the future. For now, the first run of El Músico Tequila is available at Sun City Spirits in El Paso, TX or on their website here. The main team behind El Músico are Jaime Cabrera, Rachael Wibly, Jesse Cabrera, and Ernest Montoya. All of them, save Wibly, are original El Pasoans.
Story and photographs by Antonio Villaseñor-Baca