A new San Clemente tequila company is betting that surfers, skaters and snowboarders with a go-for-it attitude in sports will like a drink that's about playing hard, too.
"Everything coming out of our industry (action sports) is so high-quality, and we party in this industry big time," said Christy Farias, vice president of marketing for Peligroso Tequila. "Beer is big in this industry and so are energy drinks like Red Bull. We just thought it was due time for a tequila."
The company, a passion project of leaders in action-sports companies, uses 100 percent Weber blue agave plants from Jalisco, known as the prime tequila-producing area of Mexico.
The idea was to create a liquor that embodies the image of Mexico, which according to the bottle label is "sketchy border, dirt roads, smashed rental cars, federales, banditos, scorching sun, rugged coastline, perfect waves, fishing coolers, cold cervezas and of, course, tequila."
Starting a new tequila company is hardly rare. About 1,100 new tequilas were introduced in the past two years, Farias said. But being 84 proof – premium tequilas usually are about 80 proof – sets Peligroso apart, as do its roots in action sports, Farias said.
The company's owners don't want to expose their identities because they want Peligroso to make a name for itself instead of piggybacking on the success of their other brands, Farias said.
The brand's ambassadors are San Clemente surfers Greg and Rusty Long. Peligroso plans to be the official tequila of upcoming surf competitions including the 2011 Todos Santos Big Wave Event, an annual competition near Ensenada, Mexico.
The company recently received confirmation of its international trademark for its name, which is Spanish for "dangerous."
"When we got that, we looked at each other and I said, 'Guys, do you realize we just trademarked the word 'dangerous?'" Farias said.
The tequila is made by baking agave fruit in a wood oven (a traditional way) after it is peeled twice. Agave is typically peeled once to make tequila, Farias said. The extra time makes it taste smoother, she added.
It is then distilled twice and bottled. That version is called Silver. There are two more: Anejo, aged 12 to 24 months in oak barrels, and Reposado, aged six to eight months.
"When you're out with friends for the night and the tequila comes out, you know it's game on. That's the mentality of our company," Farias said.
Peligroso Tequila is sold at BevMo and Hi-Time Wine Cellars and runs $40 to $50 per bottle.
The company is based at 313 N. El Camino Real, San Clemente, 949-366-3700.
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