The Intersection of Craft & Beverage

Crafting a world-class product involves bringing the best of all needed variables together in the perfect environment…

After a long and adventurous vetting process, Pura Vida Tequila has perfected a line of tequilas which alight at the intersection of art, beverage, craft, tradition, and taste. Through a partnership with the NOM 1558 in Mazamitla, Mexico, Pura Vida Tequilas are meticulously nurtured from plant to bottle.

After finding the best organic and sugar-rich agave fields in the highlands of the state of Jalisco, Pura Vida follows the lead of garden hobbyists and research scientists alike, who’ve found that playing music to their plants encourages lush and ample growth. Throughout our whole Pura Vida operation, from the fields to the distillery and barrel rooms, our Agaveros play traditional Mexican music - classical and mariachi, infusing a little dance into every sip of Pura Vida, as we like to say.

Each tequila, from our crystal-clear Pura Vida Silver to our deep golden-amber Extra Añejo, is handcrafted in small, fully organic batches. All lines are fermented with champagne yeast and purified rainwater - triple-distilled to ensure it’s absolutely free of any and all outside additives. These process practices are original and, so far known, truly unique to Pura Vida.

Carefully engineered to take advantage of the high elevation of our distillery (7,200 feet above sea level - the highest in the industry), the Pura Vida fermentation process takes longer, due to the cool temperatures of the crisp, clean mountain air, resulting in a smoother, richer tequila. One cultured for a perfect blend of aroma and flavor guaranteed to please any pallet. And we all know anything which is “slow-cooked” with intention is always better, just like our mothers did.

It is an honor and privilege to be one of the sipping tequilas which are growing so popular these days. Creating the best of the best in the tequila world is the art form we at Pura Vida strive to create each day. And speaking of the Best of the Best, our Pura Vida Silver just won the Gold medal at the 2017 Best of the Best industry awards!

As a consumer, there are numerous choices when it comes to choosing a spirit. Drinking a splendid tasting, smooth, and organic tequila is the only way to truly feed your body and your soul. “Pura Vida” (Pure Life), as we say!

Pura Vida wins "Best Blanco 2017!"

We are so excited and proud to be awarded the Gold Medal this month by "The Fifty Best."

Below is what they had to say about our award-winning profile. Please take a look and share with your fellow tequila fans, friends, and family. Without your support, all of this would not be possible so we dedicate this most prestigious award to you, our customers! And, thank you, Fifty Best!

-- The Fifty Best Holds a Blanco Tequila Tasting --

New York, NY, (July 12, 2017) – The Fifty Best, rating the finest in wines and spirits, has once again turned its spotlight on Tequila. The Fifty Best recently hosted a Blanco/Silver Tequila Tasting, where contenders were evaluated for the distinguished “Best Blanco Tequila” awards for 2017.

The Fifty Best is very pleased to announce that Pura Vida Silver Tequila was awarded a Gold medal.

Using professional criteria, the pre-qualified panel of judges blind-tasted the blanco tequilas and rated them individually on a 1-5 point scoring system with 5 being the best. After tallying the scores, medals were awarded based on the judges' impressions. is an digital guide to wines & spirits, featuring rated listings from proprietary blind tastings judged by wine/spirits journalists, spirits professionals, retailers, mixologists, spirits consultants and connoisseurs. The Fifty Best achieves the highest standards of spirits evaluations by adhering to strict tasting rules and rigorous methodology.

Winning! Winning! Winning!

Gar Robinson (Texas-born, Michigan-residing driver, son of former Trans Am regular George Robinson, and fellow Pura Vida Tequila investor), Shane Lewis, and the Pura Vida Tequila-Robinson Racing Team take the wins at both the Detroit Grand Prix and Indianapolis Motor Speedway!

Starting with Detroit: Robinson, in the Pura Vida No. 74 Chevrolet Camaro, held off former IndyCar pilot Rafa Matos (HP Tech) to take the victory in the Pirelli’s 3-Dimensional Services Muscle Car Challenge at the Chevrolet Detroit Grand Prix on Sunday, the 4th of June. In a late two-lap shoot-out, Robinson, who started on pole, jumped away from Matos, the 2008 Firestone Indy Lights champion, to win a Motor City crash-fest at Belle Isle. Unfortunately (or not, since he got to have a few tasty Pura Vida beverages early), Robinson’s teammate, Shane Lewis, in the Pura Vida No. 72 Chevrolet Camaro, got turned at the first corner of the circuit, resulting in a four-car wreck, bringing out a full-course yellow.

Onto Indy... Robinson came through with an incredible 2nd consecutive victory at the Indianapolis Motor Speedway on June 18th. The competition was fierce as Dillon Machavern (Heritage Motorsports) was right on Robinson’s tail for the majority of the race. Shane Lewis, again piloting No. 72, ran neck and neck throughout much of the race with Machavern, forcing him to fight for his spot at second while securing third place. Robinson’s effort was stunning, as the fight began challenging but seemingly became more comfortable to him as the race progressed. Robinson’s relentless work proved he was worthy of first place.

“Pura Vida, as a company, could not be more proud of our team. We continue to faithfully support our guys who, carrying our loyalty and encouragement, skillfully crafted a team victory in Indianapolis. It was a hard-won race as Robinson made split-second decisions as to when and how to pull ahead under relentless pressure. Robinson, with the added support of his partner, Lewis, persistently challenged their competition while pushing each other to drive harder for the wins. Even with such fierce competition, Pura Vida is a company which fully supports hard work, resulting in a refined product. One with which we can always pull ahead!” stated Pura Vida Spirits Company Chairman and Founder, Stewart Skloss.

"That really was a harebrained idea," said Robinson. "I was following him around, trying to discover where I could make a move. I felt like we had a faster car, having pulled ahead for a little bit earlier on, I just hunkered down and threw the No. 74 in there – and the crew gave me the car to make it happen. Dillon ran really hard today; I'm always happy to race him." (

This victory is inspiring to Pura Vida as we forge ahead to ensure our tequilas, mixers, and syrups are the most recognized and delicious agave products on store and bar shelves across the world. Keep watch for the next racing event, the Mid-Ohio Sports Car Course at Lexington, Ohio. Pura Vida will continue our mission to be the best at everything we set out to do. Do the same and join us!

Godzilla in the House

Well, maybe not Godzilla just yet but we are giving it our best shot.

No longer is Pura Vida Tequila an unusual sight in Japan. In the past decade, a widespread affinity for the blue agave spirits has arisen, creating a popular trend of dedicated tequila bars and top-notch tequila-based cocktails throughout Tokyo and the country. The Japan Bartender Association is so dedicated to tequila, they now offer a specialized certification for tequila sommeliers. This credential requires an extensive training course and two part exam — one part, written, and the other, tasting.

Recently, with over fifty bartenders and liquor store owners in attendance, the Japan Bartender Association hosted a premium tequila education seminar in Shizuoka, featuring our Pura Vida Tequilas. During the session, a spokesperson stated, “We often provide Pura Vida Tequila products at a party or event for free, but this is the first time for us to have a seminar. We have prepared for this seminar since last year, and we are going to have more seminars to spread the great quality of Pura Vida products to bartenders, and then from them to the customers. We are also working on introducing more Pura Vida products to more restaurants and bars.”

This is exciting news for our international markets, as such occasions expand our target markets and in turn our customer base and international sales. Excellent feedback from such well-respected international groups as the Japan Bartender Association inform us our passion and products are finding fans beyond our American borders. We raise our glasses in gratitude to toast them for the compliments and confidence in Pura Vida. ¡Muchas gracias, Japan!

George Jetson Style

The latest (and greatest) development in consumables’ delivery service has customers ordering their favorite Pura Vida Tequilas, Naranja Orange Liqueur, El Guapo’s Sangrita, and El Guapo’s Bloody Mary Maria Mix with a push of a button. Pura Vida customers can now get their favorite elixirs on some of the country’s fastest growing food and beverage delivery apps.

We are excited to enter into e-commerce marketplace with the InstaCart and Drizly smartphone applications, with other such services on the way! These thriving (and growing) apps conveniently allow customers to order Pura Vida Tequilas and Naranja Orange Liqueur online without the need to travel to a physical location. Working with local retailers and distributors throughout the country, Pura Vida is working hard to rapidly expand our e-commerce platform and provide the full-range of Pura Vida products online through smartphone app ordering and delivery.

Pura Vida’s expansion into today’s digital marketplace attracts new and current customers to our brands, as the liquor industry continues developing new systems of market infiltration as well as customer satisfaction. These advances allow our industry to keep up with the ever-growing and reliable grocery and meal delivery services, such as: Amazon (AmazonFresh (new) and Prime Pantry); local and/or national grocery stores (GoodEgg, and Giant Foods’ Peapod); and meal delivery companies (Blue Apron and Hello Fresh).

Convenience and simplicity aside, the e-commerce apps also allow Pura Vida fans to save money and, via their linked social media accounts, share their purchases of and experiences with Pura Vida’s line of first rate tequilas, orange liqueur, and mixers. They also provide expanded product-customer “interaction” features, such as popular and unique cocktail recipes, mixer ingredient supplies, and private bartender booking services.

So, as smartphone technology and its routine usage by consumers advances and evolves, Pura Vida continues to establish and expand our presence through all markets by being available “On the Line”. Do not hesitate to tell your friends and colleagues to try and buy the best tequila and Naranja Orange Liqueur “on-demand” via their phones anytime!

Cocktail of the Month: Spicy Mango Michelada

Ingredients for Serving 6:

For the Juice:

  • 1bottle of El Guapo’s Bloody Mary-Maria Mix (chilled), you can substitute Spicy V8 (chilled)
  • 6 ounces or Pura Vida Blanco Tequila
  • 1 tsp. chili powder
  • ¼ tsp. ground ginger
  • Juice from ½ lime
  • 1 5 bottles of your favorite Mexican Beer
  • Limes wedges for garnish
  • Extra hot sauce

For the Mango

  • 6 bamboo skewers
  • 1 ½ cups mango, cubed
  • 1 tsp. chili powder
  • ¾ tsp. Datil Pepper Spice
  • ¼ cup lime juice
  • For Rimming the Glasses
  • Juice from one lime
  • 2 tsp. Del Viejo Datil Pepper Spice
  • 2 tsp. chili powder

Makin and Shakin Instructions:

In a large pitcher mix El Guapo’s Bloody Mary-Maria Mix with the lime juice and spices. Stir, taste, and adjust if necessary.

Mix mango with lime juice and spices and thread about 6 chunks onto each wooden bamboo skewers for garnish.

Mix 2 tsp. Datil Pepper Spice with 2 tsp. chili powder. Rim 6 large glasses with lime juice and dip into spice blend.

Pour about 1 cup of tomato juice mix into each glass. Top off with ice cold Mexican beer. Garnish with lime and mango skewers.

Recipe of the Month: Tequila Lime Chicken

Ingredients for Serving 3 - 6:


  • 1/2 cup Pura Vida Reposado Tequila 1
  • cup freshly squeezed lime juice (5 to 6 limes)
  • 1/2 cup freshly squeezed orange juice (2 oranges)
  • 1 tablespoon chili powder
  • 1 tablespoon minced fresh jalapeno pepper (1 pepper seeded)
  • 1 tablespoon minced fresh garlic (3 cloves)
  • 2 teaspoons kosher salt
  • 1 teaspoon freshly ground black pepper
  • 3 whole (6 split) boneless chicken breasts, skin on


Combine the tequila, lime juice, orange juice, chili powder, jalapeno pepper, garlic, salt, and pepper in a large bowl. Add the chicken breasts. Refrigerate overnight.

Heat a grill with coals and brush the rack with oil to prevent the chicken from sticking. Remove the chicken breasts from the marinade, sprinkle well with salt and pepper, and grill them skin-side down for about 5 minutes, until nicely browned. Turn the chicken and cook for another 10 minutes, until just cooked through. Remove from the grill to a plate. Cover tightly and allow to rest for 5 minutes. Serve hot or at room temperature.