Archive for the ‘#DonJulioSummer’ tag

#DONJULIOSUMMER: The Airstream Hits the Mainstream

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“Alright, alright, alright. Come on back to the Airstream after. I make the best margaritas this side of the R-I-O Grande,” said actor Woody Harrelson, mocking Matthew McConaughey at this year’s Emmy Awards. I must have received a dozen messages that night wondering if he was referring to Tequila Don Julio’s Airstream Speakeasy. My response: “I mean maaaaaybe … you never know!” We activated 34 events in 14 different cities and served margaritas and specialty cocktails to over 25,000 people this summer … everyone has been talking about our Don Julio silver bullet lately, so why not Woody, too?!

Airstreams are huge right now — NPR even did a piece on how mobile campers are making a big comeback. Their sleek aluminum design is a fast-growing hot commodity. But that created a challenge for us — how do you create one that stands out? For starters, our Airstream Speakeasy is not just any Airstream: It’s a state-of-the-art cocktail bar on wheels that has all the features of your favorite mixology-centric watering hole. It comes equipped with a “Craft-on-Draft” (cocktails on tap) system, glassware chillers, top-of-the-line refrigeration and even plush leather seating. The Airstream Speakeasy is like sitting on a cloud.

The story behind the Speakeasy’s creation is reminiscent of Don Julio González’ endeavor to change the game in tequila decades ago. It began backstage at Bonnaroo, when bartender Marshall Altier was making drinks on a folding table with packaged mixers. He decided he needed to step up the cocktail experience at festivals by wheeling in his own custom mobile bar.

He called friend and fellow bartender Ben Scorah to explain the concept, without any idea of how to bring the idea to life. Ben introduced Marshall to his childhood friend Mark Wiseberg, a former Aston Martin engineer. Together, the trio created the Airstream Speakeasy — the perfect fit for Don Julio, which supports those who work to follow their passion.

The cross-country tour kicked off on Cinco de Mayo in Brooklyn and wrapped up on Mexican Independence Day (Sept 16) in Austin. Trip highlights included the Food & Wine Classic, a San Francisco Giants game at AT&T Park and the Governor’s Ball in NYC. Some of the most cherished moments were at the intimate Farm to Shaker events, where 30 to 40 local bartenders were invited to local farms to learn about organic farming practices similar to Don Julio’s agave-growing methods. There they had the chance to pick fresh ingredients and create their own bespoke cocktails aboard the Speakeasy.

The summer road trip was so successful that Don Julio will be continuing stops at culturally relevant festivals in the future. So, if you haven’t yet had a chance to see the Airstream Speakeasy, alright, alright, alright, do as Woody says and come on back for a visit.

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