shooting shooting yes celebrity tequila
is taking over i am talking about dozens
of brands created by celebrities who are
not from guadalajara or jalisco where
where to kill him hills from and they're
obviously leveraging their fame to sell
us stuff so is that appropriation
probably but i'm gonna get to that now
one of the cool things of running this
youtube channel now is that we have a
video budget so slide bean
went to the store like we went to the
store with the slime card and bought
every possible celebrity tequila we
could find now hear me out i don't
really like tequila it's tied to bad
memories of a younger self but for the
sake of research in this video i'm gonna
have to try all of these so here's
what's gonna happen most of you don't
know that i read these videos from a
teleprompter which believe it or not is
easier said than done so here's what i'm
gonna do every time i screw up reading
from the teleprompter i'm going to put
myself a shot and drink it
sounds good
welcome to drunk company forensics
[Music]
the origins of celebrity tequila
in the 80s and 90s sally hagar was part
of the rock's greatest acts
that's the first one pause it pause it
it's the first one
uh okay so let's start with uh
let's start with
is mescal drank with lemon and
salt i don't know but i'm gonna do it
anyway
cheers cheers
[Music]
i mean this does taste like tequila i'd
say it's
smoother than the um
then your average bar tequila last time
i had one
yeah
in the 80s and 90s sammy hagar was part
of one
no come on
[Music]
ah let's try again you want us i want to
practice this line because i don't want
to okay i was part of one of rock's
greatest facts about healing in the 80s
and 90s samigar was part of one of
rock's greatest acts van halen but we're
not talking about music or how roth fans
hate him no sami hagar is the og of
celebrity tequilas in 1983 ayan hagar
saw the clippings of keith richards
wedding in cabo san lucas mexico and he
fell in love with the place before even
visiting it so he flew there and bought
and bought a house hola como esta sami
hang on my wife carrie went into uh the
cabo wubble beach pavilion what did he
do there well he drank tequila and he
ate tacos what else would you do so
hagar even wrote a song about tequila
which is called cabo wabo and the title
combines the spanish word for cape and
an adaptation of the world wobble in
1990 he convinced his van halen band
mates to launch the cowboy wobble
cantina and it didn't work it was a bomb
plus the rest of the band didn't have
the same passion so he bought the mount
and he hired new management for the
company and then the cantina started to
gain traction so hagar he had an idea
why not create the cabo
tequila brand and hagar was so convinced
of the power of tequila he claims to
have imported the first satellite dish
and fax machine to cabo san lucas so he
could do business and he contacted an
agave producer juan gonzalardo nunez
from tequila el vegito in jalisco and
back then things weren't as professional
as they are now first the distillery
sent tequila in gas cans and then the
staff would transfer it to oak barrels
and serve it and it was a hit so hagar
decided to ditch all other tequilas and
sell only cabo wobble in his place in
three forms blanco reposado or anyahu
but the nunes fell into tax problems so
what did hagar do well partnered with
another provider agaveros unidos de
amatitang in 1999 he began importing
kawawawa to america and it it really
took off in its first year of
distribution kawaba sold 37 000 cases by
2006 kawawa was selling 150 000 cases
per year and it was the second
best-selling tequila in the u.s just
behind jose cuero and the media loved
calling hagar the tequila tycoon and you
have to credit him he was responsible
for introducing authentic high quality
tequila into the u.s so that's a bit how
celebrity tequila got started even if
agar hated the term in 2007 he sold 80
percent of the cowboy was shared to
giant campari
[Music]
all right okay so pause it
[Music]
in 2007 he sold eighty percent of the
cabo wabo share to giant campari for a
smooth 80 million dollars how he got
there impacts kendall jenner
keys to hagar's success
sami hagar wasn't born in jalisco he
isn't even mexican hagar was a singer
and a businessman that's it what he did
was take an excellent tequila and sell
it under his brand he negotiated a deal
with the provider and that was it when
the first company failed to provide a
good product hagar moved to another one
and still cabo wabo existed and we all
knew where the tequila came from and he
didn't keep it a secret and nobody
criticized him at the time well some
people did but that's because
the irony of the line where i've
[Music]
man they they all taste very similar i
have to say
then mess it up thumbs it up okay nobody
criticized him well i mean some people
did but that's because he partied like
an animal and he fought with his band
mates but still he had a great voice so
what i'm saying is nobody lashed out at
him for having a tequila brand a
traditional mexican product
but back then that wasn't really a
debate
it's a house of friends
how casamigos started is the definition
of luxury george clooney and randy
gerber wanted a perfect tequila to share
with their own friends and the two were
working for a tequila that you could
drink straight our
come on
no
ready okay cheers
[Music]
how cos amigos started is the definition
of luxury george clooney and randy
gerber gerber i already read that wanted
a perfect tequila to share with friends
the two were looking for a tequila that
you could drink straight or on the rocks
day or night and gave you no hangover it
better be true they didn't even want to
create a business out of it so what they
do well what millionaires do created
their own tequila company so they
contractor this distillery in jalisco
with those specific instructions and
after several tries the distiller found
this perfect balance at first only
friends and family got a taste of this
tequila but there was a tiny problem you
see the distiller called and said hey
guys the auditors say that sending just
a thousand bottles a year to the us as
samples is suspicious so we either begin
to sell it or stop making it all
together i mean what a tough choice so
cass amigos was born in 2013. it was
such a hit that in 2017 the two friends
sold the company for one billion dollars
which is not bad at all the tequila is
not that great
breaking bad drinks
granted those hombres is a mezcal and
not a tequila they both come from agave
but it's a different process so yes in
theory this mezcal shouldn't be here but
it's my show and we wanted to try it we
all wanted to try uh
those numbers because we love breaking
bad so aaron paul and brian cranston
became close friends after the hit
breaking bad in 2019 they decided they
wanted to have their version of an
artisanal mezcal made in mexico and two
guys were on a mission hence the name
dos hombres so they want
no no don't make me drink for this no no
no no no don't make a difference so they
went to mexico and found
found it in a small distillery in the
heart of looks like
fine i'll drink it i'll drink this is
what six number six
you see it's not that easy to read from
a prompter as you might have thought
cheers cheers
[Music]
and two guys were on a mission hence the
name those ombres so they went to mexico
and found it in a small distillery in
the heart of roxa so that's how dos
ombres was born not allows a way to go
about business and it doesn't involve
meth so it's a win-win so those hombres
brand grew enough to attract some big
name investors like constellation
ventures who bought a minority stake in
the company so it seems that those
ombres is barely taking off at this
point
rocky tequila
dwayne the wrong dwayne the rock johnson
has promoted his terramana tequila brand
in his social networks for the past
couple of years now in case you didn't
know the rock loves tequila and he has
said
that he even puts tequila on his out on
his
no
no no no
no by the rock
[Music]
hmm
[Music]
i'm sorry dwayne johnson this one hurt
more than the others
she said do it for me baby
i'm still the people's champion enjoy it
he has said that he even puts it on his
oatmeal anyway the rock had toyed with
the idea for a decade so he was pretty
determined to do this he partnered with
three co-founders and created a brand
distillery called the stileria
agave in jalisco mexico and the road
wasn't easy first the rock ran into
branding issues and copyright issues and
then the pandemic slowed down the launch
of the brand still he posed pictures
tasting blanco reposado and nieja
tequilas until he found the right mix a
tough life trust me it is a tough life
eventually the rock managed to launch
the demand in 2020 and in 2021 with a
decrease in restrictions and overall a
feeling of freedom post covet sales with
the tequila increased and thanks to the
rock's leverage on social media the
brand has seen some greater exposure and
some good growth
lebron james more than basketball
lebron james is one of the leading
influencers in luxury and style in the
nba plus he loves wine so when he heard
about lobos 1707 he was more than
interested actor diego osorio wanted to
recreate his ancestor's journey from
spain so he created lobo 1707 osorio and
james met through a friend and since
both loved spirits and wine they hit it
off james invested in lobos and it
helped propel the brand to another level
and of course it's no mystery since of
course lebron james is super influential
plus
this tequila is
is good it's i mean it's good
lobos 1707 might be the most
celebrity-backed tequila in this video
besides james big names have invested in
this arnold schwarzenegger chris paul
and other nba players and none of them
are mexican
none of them are farmers and yet
it's still controversial
yeah i messed up
do we i want to try the the jenner
tequila before i'm too drunk for it
[Music]
mine honestly
they all taste the same at this point
they do so let's be transparent tequila
moves a ton of money as a result
high-end tequila is a booming market
since the early days of kabul wow to
2019 supply to the us grew by around 600
percent and not only that super premium
tequila
has grown by 963 that same year so it's
understandable that people want to ride
this wave as they have done with wine
coffee and cocoa but what's the
controversy with kendall jenner
818 ways to be controversial
in 2021 kendall jenner launched her
tequila brand 818 and admits with great
reception that tequila won awards and
competitions for its three types jenner
managed to keep it a secret from the
media which was
honestly pretty impressive but then the
ad came
what's with kendall jenner and ads
remember that pepsi and
now in this ad she's in a pickup truck
sipping tequila and then she rides the
horse through agave rose all the while
she dresses in what many consider
typical and americanized perception of
mexican imagery and then the ad cuts to
workers cutting boiling and transporting
algae all the while there is an evident
use over this sepia tone that breaking
bad uses criticism lashed at all of
these aspects from her clothes to the
lack of credit to the workers some even
wondered if she had paid them at all but
the main criticism was even more severe
to some kendall jenner coming to jalisco
to make her own tequila was just
gentrification her company came to take
jobs from locals and not only that at
the moment there's very little evidence
of the agave's origins there's no credit
for the distillery which some of the
other brands have actually done here's
the big question how is this different
from coffee and cocoa the countries of
origin the workers conditions and the
disparities this situation isn't really
new some mexican experts have even said
this exposure is good for the region so
was all the controversy all because of
just that commercial or was it because
of her yes kendall jenner has a history
of bad choices and ads but she is the
only woman on this list which is
interesting so
what do you think about this whole
celebrity kilometers let us know in the
comments hit that subscribe button this
time
thank you for watching
yes
[Music]
you