‘Essence Through Music’: Suerte Tequila Teams Up With DJ Falcon Punch For Agave-Soaked Dance Track
(Photo: Falcon Punch/Youtube)
Cult-hit Suerte Tequila has teamed up with a local musician to create the “sound” of tequila — evidently, it’s upbeat house music.
Founded in 2012 by Boulder, Colorado-based entrepreneurs Lance Sokol and Laurence Spiewak, Suerte has earned a dedicated following among tequila enthusiasts over the years thanks to its additive-free, old-school distillation ethos. Now, the brand is collaborating with Boulder’s very own Falcon Punch to translate the vibes into a catchy melody.
“The harmony between tequila and music transcends far beyond party vibes and background ambiance,” says Leslie Maddocks, Suerte’s Director of Marketing.
“Tequila and music both have the same effects on the brain. They elicit dopamine, which heightens your joy and senses. We know what Suerte smells like and tastes like, but what if we tried to create what a glass of Suerte Tequila sounds like: fields of agave, Jalisco, Mexico, vibrant flavors. Could we capture that essence through music?”
Named “Run Rabbit Run” after the brand’s logo (itself a nod to the 400 rabbits of Aztec folklore), the track resonates like a laid-back sunny day filled with maracas, electronic arps and the occasional trumpet. Gurgling bubbles can be heard early on, a reference to the distillation process.
“I approached the creation of this song to reflect the way I believe people experience Suerte Tequila,” says Falcon Punch, whose summer-inflected DJ sets have taken him on tour to Tokyo, Sau Paulo, Taiwan and more.
“We start where tequila starts. Nature. We then move into a softer vibe and lighter groove, capturing that feeling of sipping tequila with intention, enjoying every moment. As the song builds, we crescendo with additional instruments and vocals, creating a more social, euphoric feeling, like when a gathering turns into a party.”
Run Rabbit Run follows up on a big year for Suerte. Throughout 2023, the brand debuted a well-received 104-proof Still Strength Blanco as well as a trio of pre-mixed cocktails.
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