1 Pura Vida Tequila Newsletter
Master Tequilero Don Feliciano Vivanco Fonseca 1922 - 2016
Wenesday, August 31, 2016, we were sad to learn that the legendary tequilero, Feliciano Vivanco, passed. He left us at peace and in the comfort of his home, alongside his family in Los Altos de Jalisco, Mexico. Our deepest condolences go out to the Vivanco family for their loss. Not only is this a loss for the Vivanco family, but for the craft spirits industry as a whole, especially the world of tequila. Feliciano Vivanco was a loving husband, a humble and renowned industry icon and a family man. He was vivacious and full of life; he worked hard to leave an established legacy for his family and a mark of excellence on Mexico’s national elixir, tequila. With Vivanco’s pride and passion for quality and tradition, he forged over 80 years of personal experience and four generations of agaveros, working to concoct some of the purest, most premium and best recognized 100% blue agave craft tequila brands in the business out of internationally recognized distillery NOM 1414, including Pura Vida Tequila. His dedication to his craft was remarkable and helped to elevate tequila’s merit, popularity and smooth taste. We are beyond honored to have worked with him and know that he will be truly missed by everyone who had the pleasure of knowing him.
Pura Vida Tequila / Robinson Racing Prepares for Virginia International Raceway
The Pura Vida Tequila / Robinson Racing Team crew worked hard at the Pura Vida Tequila Muscle Car 100 Presented by ETE Reman Transmissions at Mid-Ohio Sports Car Course and the ETE Reman Transmissions Muscle Car 100 Presented by Pura Vida Tequila at Road America, even through the rain in Wisconsin, to repair the #74 Chevrolet Camaro, which suffered damage after a collision in the first lap. Teammate Shane Lewis finished fifth at Road America, but spirits remain high as Gar Robinson still ranks in the top of the Trans Am Road Racing Series - now in second after both races, just four points behind the #1 spot. Pura Vida Tequila is looking forward to cheering both Gar and Shane on and know they are preparing to come back even stronger at Virginia International Raceway on September 24!
Techies: Get Pura Vida Tequila Delivered to Your Doorstep
Instead of leaving the comfort of your air conditioned home to face the blaring late summer heat, or worse, the recent Texas-sized rainfall, you can now use Instacart as your personal shopper to have anything from eight different retailers, including Central Market, Whole Foods, Petco, Spec’s, Total Wine & More, Kroger and Tom Thumb delivered to you in as little as one hour.

Whether you’re hosting a few friends or just planning a relaxing night at home alone, you can find fun recipes and let Instacart’s personal shoppers pick up all the ingredients you need, including Pura Vida Tequila, NARANJA, El Guapo’s Sangrita or Bloody Mary Maria Mix from Spec’s. Now, that’s living Pura Vida! Imagine spending a lazy Sunday morning sleeping in, ordering all of the ingredients you’d need for a tasty boozy brunch without leaving your bed: coffee, milk, eggs, bread, fruit, even premium quality tequila and Bloody Mary Maria mix.

Instacart has been operating in Austin and Houston since 2014 and is now available to Dallas zip codes as of August 1. During the month of August, Instacart kindly donated one meal to North Texas Food Bank for every order made. Customers can use the app to schedule a delivery within an hour, two hours or for a later date in the week for a flat delivery fee of $5.95.
Cool off with a Kiwi Margarita This Fall
In the coming weeks, Bubba Gump Shrimp Co. will roll out its new Fall menu features across 28 U.S. locations, including a refreshing hand shaken Kiwi Margarita, made using smooth Pura Vida Tequila. It’s sweet, tangy, tart, and a perfect pair to any of Bubba Gump’s delicious seafood catches. The timing couldn’t be more perfect as kiwi season kicks off at the end of this month!

The Bubba Gump Shrimp Company Restaurant and Market is a seafood restaurant chain inspired by the 1994 film Forrest Gump. As of September 2016, forty Bubba Gump Shrimp Co. restaurants operate worldwide. Twenty-nine of these locations are in the United States, four are in Mexico, three are inMalaysia, and one each in London, Hong Kong, Indonesia, Japan, and the Philippines.

The first Bubba Gump restaurant opened in 1996 in Monterey, California by Viacom Consumer Products. That firm's parent company, Viacom, is owner of Paramount Pictures, the distributor of Forrest Gump, and also owns the Rusty Pelican restaurant chain. The Bubba Gump restaurant is named after the film's characters Benjamin Buford "Bubba" Blue and Forrest Gump. In the film, Bubba suggested getting in the shrimping business and, ultimately, Forrest pursued the idea after Bubba's death in theVietnam War.

Be sure to visit your local Bubba Gump Shrimp Co., try one of their tasty seasonal dishes and order a Pura Vida!
Seasoned Veterans Join U.S. Operations
Pura Vida Spirits Company is excited to welcome two new strategic executive team members to our U.S. team as we begin our nationwide expansion, Vice President of National Sales and Vice President of Investor Relations.

Jon Goldstein, Vice President of National Sales, joins Pura Vida Spirits Company after recent retirement as CEO of Connecticut’s largest alcohol distributor. He began his career sweeping floors at the very same distributor at just 16 years old, moved on to stocking shelves and driving delivery routes, eventually becoming CEO. Jon grew the business from just over 100 employees and $30MM in annual revenue to over 300 employees and $380MM in annual revenue before retiring a couple of years ago. His drive, grit, knowledge and industry relationships are going to assure successful integration of our national sales platform, taking Pura Vida Spirits Company to a whole new level.

Secondly, but of no less importance, we are happy to announce Dave Rodgers as our Vice President of Investor Relations. Dave comes to Pura Vida Spirits Company with over 20 years of institutional equity sales experience, ten years at RBC, a Top 15 Global Investment Bank, where he consistently drove increased revenues for long only investors and long/short hedge funds. As Vice President of Investor Relations, he is accountable for creating and presenting a consistently applied investment message to the investment community on behalf of Pura Vida, and for monitoring and presenting to management the opinions of the investment community regarding the company’s performance. Additionally, he will work along side management to assist in securing appropriate financing to fund growth, acquisitions, and refinance existing obligations. We are confident that he is the best fit to oversee and manage our capital efforts.

Jon Goldstein and Dave Rodgers’ combined experience is quite impressive and is sure to continue pushing Pura Vida Spirits Company’s growth in the right direction.
Inaugural ¡Viva El Tequila! Fest Features Pura Vida
On Saturday September 10 from 2-5 p.m. tequila aficionados and taco lovers can indulge in tasting a selection of signature cocktails and Mexican beer at Houston’s famous Cadillac Bar. Cadillac Bar will host its inaugural Viva El Tequila Festival, featuring lovely libations, delicious Tex-Mex food, dancing, and festive face painting.

Get your grub on and sip some of your favorites, like Pura Vida Tequila, Patron, Don Julio, Avion, Maestro Dobel, Titanium, Cruz del Sol, Los Azulejos, Corona Extra, Dos Equis Lager Especial and more. Ticket options include General Amigos at $40 and El Presidente at $60, which grants the luxury of enjoying extra food samples and special tequilas like Pura Vida Extra Anejo Tequila, amongst others.

Reserve your spot now by purchasing tickets on their site! Note that fiesta-goers must be at least 21 years old to party and present valid ID to redeem tickets on-site.
Diez y Seis de Septiembre: Celebrate Mexican Independence
Contrary to popular belief, Cinco de Mayo does not mark Mexican Independence. “Grito de Dolores” or “Cry of Dolores” was Miguel Hidalgo y Costilla’s call to his fellow Mexicans to free themselves from the Spaniards reign and stand up for their rights. On September 16, 1810 he ordered the church bells to ring to gather his congregation.

While Mexican independence wasn’t effectively declared from Spain until 1821, the anniversary of “Grito de Dolores” is emblematic and honored as Independence Day throughout the country.

Throughout Mexico, celebrations take form in bell-ringing, singing of the Himno Nacional Mexicano, fiestas patrias, colorful parades, marching bands, festive music, fireworks, delicious pozole and, of course, plenty of tequila. Celebrate with Pura Vida, mixed into a classic margarita recipe like La Primera, the Tres Hombres or try a spicy Bloody Maria. Viva Mexico! 
Let Pura Vida DJ Your Dies y Seis de Septiembre Party
“Radio Pura Vida is a spirited collection of street-smart music that’s masterfully curated by the same Radio Hall of Fame talent that built the legendary Texas rock radio stations that likely ruined your youth.” says Patrick Fant, who has become recognized as an influential figure in the business of high-profile radio. Over the last thirty plus years, he has spearheaded some of the most influential major-market radio stations, was one of the first to introduce the public to a ZZ Top album on the radio and has created enduring powerhouse brands for KLOL, NASA and others. Together with his RFC Media Co-Founder, Cruze, who is one of the nation’s most respected programming authorities, a tastemaker and award-winning radio personality, they have brought life to the music that runs through each bottle of Pura Vida with Radio Pura Vida.

Whether you prefer classic rock, today’s Top 40 hits, or just love a good playlist to accompany your tequila dance moves, Radio Pura Vida has got you covered. With two free streaming stations: Tequila Party and Tequila Rock, we bring the most popular hits and timeless tunes to you. Tequila Party brings party favorites from all corners of the music world, new and old, fast and slow to get your party started. Tequila Rock has your classics in queue, the songs that never get old but just get smoother with age, much like Pura Vida Anejo Tequila. This makes hosting a Dies y Seis de Septiembre bash or just lounging out by the pool or beach on your last days of summer so much breezier. So, don’t forget to tune in! Your sounds should make you feel as good as and be as smooth as your tequila…. Pura Vida Tequila, that is! Your sounds should be as smooth as your tequila…. Pura Vida Tequila, that is!
Restaurant Industry Still Hungry and Growing
Despite recent concerns of ‘Restaurant Recession’ or trends toward eating in, data from the US Census Bureau has shown that restaurant and bar sales were up 6 percent through July 2016. This data suggests that not only is the restaurant industry expansion maintaining post-recession growth, but that it will continue to grow. The labor market has seen consistency, wages continue to rise and inflation remains modest.

Most importantly, consumers will always crave experiences, particularly sitting down for a meal with family and friends.
Featured Bartender
Meet Janeen Sanchez, our Featured Bartender from the Four Seasons in Austin, TX.

Featured Cocktail

1 oz. Pura Vida Silver Tequila
1 oz. Cranberry Juice
1 oz. Grapefruit Juice
1 oz. Orange Juice
Orange Slice
Handful of Berries

Multiply recipe as necessary and stir/serve in an ice-filled glass or pitcher, accordingly. Garnish with an orange slice and berries and enjoy!

Featured Recipe

1 lb. Boneless Chicken
2 oz. Pura Vida Silver Tequila
2 oz. Olive Oil
2 oz. Lime Juice
1 tbsp. Fresh Orange Juice
1 tbsp. NARANJA Orange Liqueur
2 tbsp. Agave Nectar
3 cloves Minced Garlic
1 Chopped Jalapeno
1 Lime (Zest)
0.5 tsp. Salt
0.5 tsp. Pepper
1 tsp. Cumin
8 Tortillas
1 cup Cooked Rice
4 oz. Grated Sharp White Cheddar Cheese
4 oz. Grated Pepperjack Cheese
4 oz. Picked Jalapenos
Olive Oil


3 Mashed Avocadoes
2 oz. Chopped Grape Tomatoes
2 oz. Chopped Green Onions
2 oz. Fresh Chopped Cilantro
1 Jalapeno
1 Lime (Zest)
1 Lime (Juice)
1 tbsp. Fresh Orange Juice
1 tbsp. NARANJA Orange Liqueur
2 tbsp. Pura Vida Silver Tequila
0.5 tsp. Salt

Combine tequila olive oil, lime juice, orange juice, NARANJA and agave nectar in a bowl and whisk. Add garlic, jalapeno, lime zest, cumin, salt and pepper and continue whisking. Pour marinade over chicken in a sealable plastic bag or baking dish. Refrigerate for at least two hours, up to a day. Grill chicken over medium-high heat for six to eight minutes per side. Allow to cool before chopping or shredding.

Mash avocados in a bowl. Add tomatoes, green onions, cilantro, jalapeno, lime zest, lime juice, orange juice, NARANJA and tequila. Stir and season with salt and pepper.

Heat griddle or skillet to medium heat and add olive oil. Place tortillas and cover with cheeses. Spread guacamole mix evenly, then add rice and chicken. Add pickled jalapenos and cheeses. Cover with the other tortilla and cook until both sides are golden brown or crispy.

Radio Pura Vida