Trago Redefines the Taste and Shape of Tequila

October 2006---Tequila connoisseurs nationwide can prepare their palates for the most extraordinary tequila debut in recent years: the launch of Trago Tequila, scheduled for October 23. Trago Tequila is the brand that will advance packaging and taste to a new level – while maintaining superior taste. The first bottles will make their appearance in California, Chicago and New York. Las Vegas and Miami will follow in the first quarter of 2007.

What’s in a name? In this case, everything: Trago, which means “taste” or “sip” in Spanish, is the brainchild of Trago International Chairman and CEO, Chris Condon. “I knew from the moment I tasted premium tequila five years ago that I wanted to contribute to this unique spirit’s future,” he recalls. “I wanted to make an ultra-premium tequila that could be savored like a cognac or a port. And I knew I wanted to present it in a modern and unique way, stepping away from old-world conventions and appearances redolent of the past.”

In 2002, Condon founded Trago International—choosing the name because “I wanted something alluring that was easy to say, easy to remember, alliterative and sexy”—and started work designing the brand’s look and feel. But it wasn’t until last year that he found a partner to put something remarkable in the bottle.

“After my initial research, paired with recommendations and travels to Mexico, I met with the Camarena family of Los Ambiques distillery in the Altos de Jaliscos region,” he recalls. “After they saw Trago and its packaging, they wanted to be a part of this exciting journey.”

Los Ambiques is owned and operated by Felipe Camarena, son of the famous Don Felipe, who is known and revered throughout the world as "the Father of Tequila." The award-winning Camarena family has been producing tequila for over 150 years. The distillery and surrounding growing area boasts the best soil and climatic conditions in the region.

Los Ambiques developed a proprietary recipe and formula for three different varieties of Trago: The eminently mixable, subtle Trago Silver; the versatile Reposado and the complex, full-bodied, ultimate sipping tequila, Trago Anejo.

But this is the hype, right? The truth is in the bottle. And that bottle? The Trago bottle will indeed grab people’s attention. It showcases grace and complements its precocious contents. Unlike the generally squat, bulky shape of most tequila bottles, Trago soars, luxurious and elegant. It redefines the way tequila should be experienced from the inside out.

SOURCE Trago