Tequila Avion: Fiction Meets Reality in Mexico

On the hit show Entourage, viewers loved the Season 7 storyline in which Turtle travels to Mexico with Latina girlfriend, Alex. Once there, they visit the estate of Carlos Avion, a second-generation family owner of Tequila Avion, a brand unknown outside of Mexico. Carlos, along with the gorgeous Alex, convinces Turtle to enlist his star-studded friend, Vince Chase, as the new face for the ultra-premium brand.  But, Tequila Avion is not just a plotline in a beloved HBO series, and here life imitates art as the show helped to propel the brand into the spotlight. 

The 35-year friendship between Entourage creator Doug Ellin and Tequila Avion co-founder Kenny Dichter was the catalyst for this plotline, and the free publicity from product placement immediately created brand buzz.  

Co-founder Ken Austin said, “Having Doug Ellin write us into the script was huge. Talk about a magical moment, the way it all happened, was so natural. When people find out it’s real, they’re kind of blown away, and also that it wasn’t just product placement, it was friends doing it for friends. It’s really a very cool story and that’s part of the magic.”

Intially, however, people didn’t understand that Tequila Avion was a real spirit.  

“People say ‘they’re lucky guys, their friends made them money,’” Austin said. “[But] we are working our tails off. People also think, after Entourage, it can’t be good tequila, it’s got to be garbage. W had to fight that. But the good news, we’re getting there. The brand is really resonating with people.”

Since taking its place in the world of spirits, Tequila Avion received grand accolades and acclaim all its own. The brand took home top honors in San Francisco’s 2012 World Spirits Competition, including World’s Best Tequila and World’s Best White Spirit.

“To me, that’s what it was all about, getting the best tequila in the bottle. We won the best tequila in the world, for that to happen for Avion, that’s beyond magic, that’s surreal,” Austin explained.

Read on for more, including Avion cocktail recipes…

Tequila Avion also won the Best Margarita Championship, and the brand was recognized by Fast Company magazine as one of the most innovative U.S. Food & beverage companies. Perhaps it’s greatest validation to date, Avion joined heavyweights like Absolut Vodka, Jameson Irish Whiskey, Chivas Regal and others as part of the Pernod Ricard USA Portfolio.

Made from the finest Blue Weber agave, which is found in the mineral-rich hills of Jalisco, 7000 feet above sea level, Tequila Avion’s unique flavors are acquired through a combination of slow-roasting agave at lower temperatures to protect the natural flavors, and a proprietary ultra-slow filtration process.

Capitalizing on the success of the brand, Avion launched Avion Espresso Liquer in March, combining Avion Silver Tequila with fine Italian Espresso, creating a smooth and unique espresso liquer.  When asked about the latest product, Austin elaborates,

“With Avion Espresso, we decided to have some fun, break the traditional tequila rules and do something unexpected. To me, it was critical not to cut corners and to use the highest quality ingredients including Avion Silver Tequila and fine Italian Espresso.  What we have accomplished with our team in Mexico is the creation of a special liquid and a beautiful bottle.”

Thirsty? Check out three refreshing Avion cocktails…

The Iced Espresso

• 1 part Avión Espresso
• 1 part Italian Espresso
• 1 part soda water

Get the full recipe.

Watermelon Cocktail

• 2 parts Avión Silver or Reposado
• 1 part fresh lime juice
• 4 One-Inch cubes fresh watermelon
• squeeze agave nectar

Get the full recipe. 

Papaya Smash 

• 1 slice of fresh papaya
• 1/4 ounce agave nectar
• 1 1/4 ounces Avión Añejo
• 1/2 ounce Aperol
• 1/2 ounce orange juice
• 3/4 ounce fresh lime juice

Get the full recipe.