EL PASO, Texas (KFOX14/CBS4) — A new premium tequila brand rooted in the Sun City is bringing a distinct soundtrack to the spirits industry.
Founded by El Paso natives Jaime Cabrera and Ernie Montoya, El Músico Tequila is officially launching a Blanco tequila that’s crafted using music played directly during the fermentation process.
The brand relies on a proprietary process called “MusiCrafted fermentation.”
“As champagne yeast converts 100% blue agave inside open tanks, music from a featured independent artist plays overhead throughout the entire transformation,” said co-founder Jaime Cabrera. “We believe the sound waves can change the way the tequila tastes.”
For its debut release, the company featured the music of Latin Grammy-nominated band Making Movies, playing the group’s upcoming album over the tanks to accompany every step of the fermentation cycle.
Beyond the bottle, the brand is built around a mission to champion independent musicians, Cabrera said.
El Músico plans to direct a portion of its resources back into the artist community through grants, tour support, studio time, and merchandise partnerships, Cabrera said.
If You Go: Official Launch Party
The founders are hosting a public launch party this Saturday, August 15, in Downtown El Paso to introduce the brand to the community.
Where: B-17 Bombers Oyster Pub, 201 S. El Paso St.When: Saturday, August 15 | Doors open at 7:00 p.m.Admission: Free (First-come, first-served; 21+ only)Perks: The first 50 guests will receive a complimentary El Músico signature cocktail. The event will also feature live music, limited-edition merchandise, giveaways, and founder meet-and-greets.
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