When I sat down with Ruben Puente to talk about the introduction of tequila brand Alacran into Australia, the first thing he mentioned was his childhood memories with his grandad. Tequila for Ruben is an old family tradition that was passed from his ancestors to him, therefore the logical thing to do was to be part of a great Tequila project such as Alacran. Promoting a brand takes knowledge and engagement, which comes natural for Ruben, when we talk about tequila. He learnt how, what and when to drink from his grandfather who was a connoisseur of the production techniques.
Trendy or not?
Over the years Ruben learnt about trendy spirits and how they have played and important part of pop culture. But also it is important to stick around after the fad fades away. This can only be accomplished by presenting the public with a high quality product in a well delivered branding. Alacran’s launch in 2010 generated a great expectation in Mexico’s media and has been able to bring a great quality standard, which has positioned it as a favourite among the national market. Alacran is also being recognised in bars around Soho, New York and currently its introduction to the Australian market has been a great success.
What is it about? It is about a lifestyle. The fashionable “black bottle” of Alacran delivers a clear silver tequila with a crisp taste, easy to mix in order to create fabulous contemporary cocktails and to enjoy on its own with a little “sangrita”, the classic tomato juice prepared for tequila that Ruben’s grandad used to love. But Alacran is also about considering the greatest production techniques in their distillery in Tequila town. Made with 100% blue agave and procuring the best environment for its development.
There is no real love for tequila without loving its cousin Mezcal. Coming form other agaves and with a great tradition, Alacran house is bringing the “white bottle”. With a smoky flavour, this mezcal is ready to mix with delicious ingredient and melt in your mouth.