The Don Good Tequila Company Announces the Launch of the First Super-Premium Tequila Brand

The Don Good Tequila Company Announces La Hora Azul - Blue HourThe Don Good Tequila Company, proudly Canadian owned and operated out of Jalisco, México, is pleased to announce the launch of the first truly super-premium tequila, LA HORA AZUL—BLUE HOUR. This tequila brand is authentically Mexican, authentically local and born to travel the world. With one sip of LA HORA AZUL—BLUE HOUR, you will experience México, its sights, sounds, fragrances, tastes and its rich heritage.

The Don Good Tequila Company familia includes more than 300 farming families from separate regions of the Volcán Tequila Highlands. Each family brings a distinct 150-year-old tradition and approach to the cultivation and irrigation, care and harvesting of Blue Agave. Naturally filtered with volcanic aquifers to kosher purity, Don Good’s unique alquimia makes the very best Blue Highland Agave into an award-winning blend. LA HORA AZUL—BLUE HOUR is unlike any tequila you’ve ever tasted before.

The name México derives from Mxiho, the Nahuatl word for “place at the center of the moon”. And LA HORA AZUL—BLUE HOUR is not just a name; it is a homage to the twilight hour of blue light when the sun rises and sets. It is a mysterious and powerful time, a time of reflection and appreciation, a time to be shared with family and friends.

These exquisite, collectible bottles are manufactured in Guadalajara, where the tradition of precision and passion are paramount, and the master craft of glassblowing dates back six centuries. Product design and brand development is by designer and entrepreneur Lex Duy. “LA HORA AZUL—BLUE HOUR tequila is proud of its Mexican heritage and acknowledges the lineage of its past, but also lives in the moment as a contemporary brand,” says Duy. “The distinctive intertwined serpent emblem depicts the infinite continuity of life. Crafted from metal, it is set by hand onto each bottle. It was designed to be a prestigious, top- and front-of-shelf brand that stands above all others in the tequila category. This is truly an integration of spirits and fashion creativity.”

The Don Good Tequila Company launched its inaugural brand, LA HORA AZUL—BLUE HOUR, into the Canadian market on July 10, 2014. “Diamond has introduced many luxury spirits to Canada,” says L. Murray Souter, President and CEO of Diamond Estate Wines, distributor of the brand in Canada. “It is a pleasure to represent a brand that not only has such extraordinary brand design, but also award-winning taste. We set some aggressive sales objectives, but this brand has already blown past them.” Brand strategist Paul Allamby agrees: “I have worked with stellar spirits companies such as Diageo and LVMH, but I have never seen such inspired focus and imagination from an independent before. Lex Duy’s passion for perfection is evident.”

LA HORA AZUL—BLUE HOUR — From the Centre of the Moon is made for celebrating and to be celebrated, available in three official genres, based on aging process:

Pure Spirit — Blanco: Unkissed by the barrel, the Blanco tequila represents the freshest and purest essence of the Blue Agave. It is exquisitely smooth, delicate hints of sweet agave, citrus and earthy peppers.

Experience The One — Reposado: The immediate warmth of its silken body radiates through its luminous golden hues. The Reposado tequila’s aromatic hints of vanilla, caramel and honey invite you in. Lightly touched with soft and gentle hints of spice that flow down the tongue and break in waves of caramel and fresh fruit, and boasting a brilliant hue from nearly a year in the barrel.

The Premier Highland Tequila — Añejo: The Blue Agave has already matured in the fields for nearly 10 years. Aged for up to three additional years in smoked and charred Kentucky barrels, the Añejo tequila boasts deep golden hues and intense, smoky flavors, which excites the palate to deliver an unrivalled experience.


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