1 Pura Vida Tequila Newsletter
Rock the Shots at Hard Rock Café
Rock and Roll music runs through the recipe of Pura Vida Tequila, from the music that plays over our agave fields to the beautiful blue bottles that rock legends Billy Gibbons of ZZ Top, Sully Erna of Godsmack and Charlie Sexton tote backstage at their shows, it only makes sense that Pura Vida is poured at the iconic Hard Rock Café. As “Reverend Willy G” would say, this combination is “perfectamundo”. The Hard Rock Café is host to the world’s largest collection of rock ‘n’ roll history, with over 80,000 memorabilia items, and they will soon add Pura Vida Tequila and its humble piece of rock ‘n’ roll history to their living legacy. We’re honored that our story will soon be part of their story – we’ll take an 8:15 Pura Vida Tequila shot to that! Our drinks will roll out at twelve of their top locations across the United States, Japan and Mexico over the next year.
Boots on the Ground in 22 States
Since bringing on Jon Goldstein our newly hired, hardworking Vice President of National Sales, we have negotiated and/or secured boots on the ground representation in 22 states, including Colorado, Connecticut, Florida, Georgia, Illinois, Kansas, Louisiana, Maryland, Missouri, New Jersey, New York, Texas and Washington D.C. This means that your favorite elixir, Pura Vida’s super premium tequilas are now or will soon be available in these states at an affordable price! Pura Vida Tequila is all about living the good life and we believe that everyone should have the pleasure of enjoying good quality. That’s why we craft 100% pure blue agave tequila and make it available at a competitive price. Living the good life shouldn’t mean sacrificing Be sure to ask for Pura Vida Tequila, NARANJA Orange Liqueur, El Guapo’s Bloody Mary and Maria Mixes at your favorite liquor store or restaurant, so that if they don’t already have it they can place their orders with our new distributors and brokers. Let’s share the good life – everyone deserves Pura Vida!
The Good Life: VIP Party with Pura Vida at Runway Houston
On Thursday, September 29, Runway Houston hosted its fourth and the first fall installment at the River Oaks District. The runway show featured Project Runway designers Helen Castillo, Fabio Costa and Lindsey Creel and local designers and artists, including Paola Contreras, Isrel Fonseca and Thao Phuong Le. VIPs enjoyed specialty cocktails by Pura Vida Tequila, including the Warhol (Pura Vida Tequila and champagne), the Frida (Pura Vida Tequila Skinny Margarita) and the Banksy (Pura Vida Tequila Mule). Founder Omar Marcus started Runway Houston five years ago and since then, each show has grown bigger and bigger. He never imagined he would fill the River Oaks District or that they would have such high profile guests, such as ABC The Bachelorette’s Robby Hayes. Since its inception, Runway Houston has been a charitable event. This year, the profits from the show benefited Crime Stoppers of Houston and Yellowstone Academy, which works with student in the Third Ward of Houston. Pura Vida is proud to support this local project and serve tasty beverages to some of Houston’s most fashionable fans.
Driving Ahead: Pura Vida Tequila / Robinson Racing in New Orleans
After racing at Virginia International Raceway on September 23-24 and Miami Speedway on October 9, which was slightly delayed by Hurricane Matthew, Pura Vida Tequila / Robinson Racing Team looks ahead now to NOLA Motorsports Park on October 14-15 and a Pura Vida party at Cantina Laredo with the team andbevRAGE deals in Houston to follow, on October 16—stay tuned for more details!

VIR was a tough race for the team, and although the #72 Pura Vida Tequila / Ranch Resort Chevrolet Camaro shut down and had to steer off track during the race, drivers Gar Robinson and Shane Lewis remain positive. “I don't remember the last event where I had such a great car. We as a team worked hard at it, every second of the day and night making it better no matter what it took. I qualified fourth but knew I had an even better long run race car,” said Shane. Finishing in 7th, Gar Robinson, who is defending the TA2 Champ, was in third place overall after VIR.

This past weekend, Shane Lewis got his first Trans Am Victory at one of his home tracks, Homestead-Miami Speedway. “This first win has been elusive,” Shane told Trans Am after the race.  “We did really well last year but never quite got to the top step. This year I’ve had a phenomenal car but just have been fighting those gremlins. Today everything just came together.” This win places Shane in fifth amongst TA2, with 185 points. Gar Robinson, who finished in seventh, still holds third place with 196 points.
You can also re-watch the races you missed, including the Trans Am TA2 race at Road America ETE REMAN Transmissions Muscle Car 100 Presented by Pura Vida Tequila on YouTube any time!

Sully Erna Hits the Road with Solo Tour
Our dear friend and fan Sully Erna recently released a brand new album Hometown Life, which is now available to purchase or stream from Apple Music, iTunes, Best Buy, Amazon, Spotify and Newbury Comics. He will also be touring Bulgaria and the US this fall, from October 20 through November 23 and every concert ticket purchase includes a download of his new album! You can get more information on when he’ll performing at a venue near you on Sully's site and grab a bottle of Pura Vida Tequila at Old Town Liquor’s site so that you can listen to his new music and take your 8:15 shot before the show. We are excited for Sully’s solo project and are already rocking out to his new music at here at Radio Pura Vida!
Orange You Glad It’s National Liqueur Day?
October 16 is National Liqueur Day, so we’re celebrating NARANJA premium liqueur, the authentic Mexican orange liqueur and the secret ingredient necessary for the tasty margaritas that were only available in Mexico for nearly a century, until recently acquired by Pura Vida Spirits Company. The word “liqueur” derives from Latin, meaning “to dissolve or melt”. Ancient Egyptian and Greek communities were distilling wine to create fortified spirits, sweetening with honey, herbs, fruits, nuts, creams and spices. When European monks and alchemists fine-tuned the distillation process in the thirteenth century, liqueur was primarily used for medicinal purposes. Now there are countless flavors, but NARANJA Orange Liqueur is the exact same orange liqueur used in the very first margarita ever made back in 1941. NARANJA is so smooth, warm and balanced so you can even drink it straight, chilled for a potent shooter full of flavor that goes down easy! Salud!
Celebrating Dia de los Muertos
November 1 is Dia de los Muertos, the Day of the Dead, All Souls Day, or rather—a celebration of the dead and a symbol of family, ancestry and community. This day is now observed in many Latin American countries, but particularly in specific regions of Mexico, such as Jalisco—home to our craft brand of tequila! Its tradition to begin preparing the altars of the people being commemorated several days prior to Dia de los Muertos begins. Families gather ofrendas, offerings of anything from marigolds and sugar skulls to food and drinks (like tequila!) to clothing, music or photos that remind them of the person passed. The altars are then decorated, usually with colorful papel picado (perforated papers with cutouts of skulls and skeletons) and placed in the person’s home, a tomb or a cemetery. As families pray and welcome the souls of those passed, the cemeteries fill with people, music and candles. Feliz dia de muertos!
Quality vs. Craze: What’s the difference between Tequila and Mezcal?
According to a recent article by Bloomberg, tequila and mezcal sales grew by three percent, compared to vodka which fell by a little more than two percent from 2011 to 2015. While both agave-based spirits have been trendy in the mixology world in recent years, like fine wine, it’s important to understand the differences and what to look for.

Both can only be called ‘tequila’ or ‘mezcal’ if they are made in specific regions of Mexico. Tequila is primarily produced in Jalisco, specifically in the town of Tequila, however it is also produced in Michoacan, Guanajuato, Nayarit and Tamaulipas. Tequila must be made using agave tequilana weber or blue weber agave plant. Mezcal is produced in most Mexican states, primarily in Oaxaca, but also in Durango, Guanajuato, Guerrero, San Luis Potosi, Tamaulipas, Zacatecas and Michoacan. It can be made from over thirty different varieties of agave plant. This is why, while mezcals are smokier and vary in flavor, the 100% blue agave tequila taste is consistent and pure.

Avoid mixto tequila, as it is made with a mix of blue agave juice and other sugars (a sign of lower quality). Unless tequila is aged, it should be clear in color. There are several un-aged, gold colored tequilas that are colored or flavored with caramel to mimic reposado or anejo tequila, which is naturally deeper in color from the barrels they are aged in. Another myth is that there should be a worm, or gusano, in tequila. This is found in cheaper mezcal bottles directed at tourists and foreigners in Mexico and should be avoided.

In short, although the both come from agave plants, often referred to as ‘cousins’, it is important to do your research and distinguish between the two. Of course, drinkers may have a personal preference regarding flavor, but if you’re looking for a clean, super-premium spirit, seek out 100% pure blue agave tequila like Pura Vida Tequila.
Featured Bartender
Meet Clay Noah Wheeler our Featured Bartender from The Argyle in San Antonio, Texas.

Featured Cocktail

2 oz. Pura Vida Reposado Tequila
0.5 oz. Agave Nectar
2 Sage Leaves
3 Dashes Orange Bitters

In a shaker filled with ice, add ingredients and shake t chill and combine, Strain into an ice-filled glass and garnish with a couple sage leaves.


2 oz. Fresh Lime Juice
4 oz. Topo Chico
1.5 oz. Pura Vida Silver Tequila
0.5 oz. NARANJA Orange Liqueur
1 Cherry
1 tsp. Maraschino Cherry Syrup

0.5 oz. Corn Syrup
Green Food Coloring

Rim a chilled glass with Corn Syrup and Green Food Coloring mixture. Allow to drip down sides. In a shaker filled with ice, add ingredients tequila. NARANJA and lime juice and shake to chill and combine. Add Maraschino syrup to the bottom of the glass. Slowly strain remaining mixture into the glass and top with Topo Chico. Garnish with a cherry. Serve immediately and enjoy!


1 oz. Pura Vida Extra Anejo Tequila
0.5 oz. Fresh Lime Juice
0.25 oz. Grenadine
Lemon-Lime Soda
Dry Ice Chips

Combine tequila, lime juice and grenadine into a shaker with ice. Shake and strain into a shot glass. Add dry ice chips for presentation and top with Lemon-Lime soda.


4 oz. Orange Juice
1.5 oz. Black Vodka
0.5 oz. NARANJA Orange Liqueur
Orange Wedge

Combine orange juice and NARANJA in a shaker with ice. Shake and strain into a glass. Slowly pour black vodka into the glass, creating a new layer. Dip one edge of an orange wedge into the black vodka and use for garnish. Rim glass with black salt if desired and enjoy!

Radio Pura Vida