Luxury doesn’t always come from luxurious origins and places. Sometimes, it’s born in an unforgiving land that has never seen royalty. This is luxury forged in the hottest clay ovens known to man. Luxury from the Hardlands.

Script:

This land has never seen royalty.

You don’t grow grapes or vineyards here.

This land is good for sharp objects,

Unforgiving to invaders, yet bountiful to her sons.

From the verdant valleys of Jalisco

to the sun-kissed canyons of Guanajuato,

it’s a land to behold.

Here, fortune is made of dirt, heat, and heart.

You can smell it in the air with hints of Arbol.

The providence of this land is storied and hard-fought,

from the Aztecs to the Revolución.

So, luxury is not a word we throw around here.

We prefer the word Tequila.

It means toiling in 50º heat,

to chop 50 spikes off each agave heart.

Slow-cooking them in the hottest clay ovens known to man

to forge a silken spirit like no other.

Some call it white gold. Some call it luxury.


Luxury from the Hardlands.