Tequila Car Takes Crew of the Year
Pura Vida Tequila / Robinson Racing Team reigns in the Trans Am TA2 Series, taking Pitboxes.com Crew of the Year Award. The team also celebrated Shane Lewis’ second victory in the series at ‪Daytona International Speedway on November 12. The Pura Vida Tequila / 74 Ranch Resort Chevrolet Camaro completed the most laps of any car throughout the season and Lewis claimed third overall, while Robinson stood in third—both taking home impressive trophies.

“The crew makes this look easy, but it’s anything but,” said Lewis. “Our team’s success is because, I believe, no one works as hard ain the paddock.  It’s just an honor to be part of a team that does everything that they can to put us in victory lane.”

This year Pura Vida Tequila / Robinson Racing Team won four races amongst drivers Gar Robinson and Shane Lewis, including Sebring International Raceway, Homestead-Miami Speedway, Brainerd International Raceway and ‪Daytona International Speedway.

“We are excited and proud to be associated with Robison Racing and Trans Am.   I understand that the trans Am’s TA class will be sporting a new body in the 2017 season, with our Chevrolet Camaros joining the ranks of the recently redesigned Chevrolet Corvette C7 Stingray, Ford Mustang and Cadillac CTS-V.  The new Camaro body, the model’s first refresh for the TA class in over a decade, will be produced by both Derhaag Motorsports and Advanced Composite Products, with both manufacturers operating from an identical mold.  Should make for a great 2017!” said Stewart Skloss, Chairman - Pura Vida Spirits Company

The team will race for victory in the 2017 season, with Pura Vida Tequila proudly sponsoring once again, starting at Sebring in March.

Pura Vida Tequila Jingles the Ball
On Tuesday, November 29, iHeart Radio’s 101/1 KISS FM hosted Jingle Ball 2016 in Dallas, Texas at the ‪American Airlines Center with Pura Vida Tequila as the events featured liquor.  The mega concert featured a full days lineup of megastars, including ‪Meghan Trainor‪The Chainsmokers‪Fifth Harmony‪Backstreet Boys‪Alessia Cara‪Charlie Puth, Daya, ‪Lukas Graham and Hailee Seinfeld. Pura Vida Tequila poured freely for the VIPs and was featured as the official liquor sponsor of the concert— A.K.A. the official party-starter through the efforts of our Texas Distributor, RNDC (‪Republic National Distribution Company). 

The Dallas show was a roaring success and the #iHeartJingleBall Tour continues on from Dallas, making stops in San Jose/San Francisco, Los Angeles, Minneapolis/St. Paul, Philadelphia, New York, Boston, Washington DC, Chicago, Atlanta, Tampa, Miami/Ft. Lauderdale ‪through December 18. Pura Vida is looking forward to working with all to be their featured tequila in years to come.

Every year, this tour gives back to the community during the holiday season. A portion of the proceeds from each ticket sold go toward the Ryan Seacrest Foundation, a nonprofit organization dedicated to inspiring today’s youth through entertainment and education focused initiatives. Pura Vida Spirits Company is proud to support this charitable effort.

A special thanks goes out to Doug Gillen and Scott Long for all they did to make this such a successful event!
Pura Vida Spirits Lands in Cuba
In October, President Obama lifted restrictions on alcohol and tobacco trade laws between the Unites States and Cuba.  Beginning January this coming year, Pura Vida Spirits Company brands, all 8 SKU’s, will be available in Cuba.

Our plans could be revised though as Trump has threatened to reinstate sanctions on Cuba that had been lifted by Obama.

“If Cuba is unwilling to make a better deal for the Cuban people, the Cuban/American people and the US as a whole, I will terminate the deal," Trump tweeted on 28 November. “We hope the new US government will continue efforts to build the bridge between Cuba and the United States but there is still a lot of work ahead to be done on all fronts.” said Chairman and CEO of Pura Vida Spirits Company, Stewart Skloss.

Trump policy on the North American Trade Agreement (NAFTA) has already impacted the spirits industry, with the world’s biggest Tequila maker, Jose Cuervo, delaying a much-feted initial public offering over market volatility fuelled by anti-Mexico campaign pledges.

Pura Vida Spirits continues to grow its international footprint, with distributors in the United States, Mexico, Japan and now Cuba.
How Will President-Elect Trump Affect the Tequila Industry?
It is difficult to predict how President-Elect Donald Trump’s leadership will take effect in Mexico at this point. He has indicated that he may adjust the North American Free Trade Agreement and taxes on imported products from Mexico. These regulations, if implemented, would take time to affect significant change on the tequila industry.

“A big part of the uncertainty that is reflected in economic variables has to do with the great uncertainty about the economic policies that will be taken by the new administration in the United States,” Mexican Central Bank Deputy Governor Manuel Sanchez told Reuters.

Regardless, the interest in and demand for tequila is not likely to decline any time soon. According to the 2015 Distilled Spirits Council (DISCUS) report, U.S. consumers purchased 14.8 million cases of tequila in 2015, a 4.4% increase from 2014, which is equivalent to approximately $2.3 billion in revenue, and is on track to become the third most profitable segment in the spirits category, following rum and vodka.

In time, Pura Vida Spirits Company and other leading tequila and mezcal brands will have time to prepare, engage and pivot business accordingly, in order to continue to be successful with U.S. Distribution under any new policies.
High (Quality) Spirits This Holiday Season
Whether your friends and family have been naughty or nice, everyone deserves to indulge in a seasonal vice. Pura Vida Spirits has you covered, making holiday shopping quick and easy. There is nothing more elegant (or useful!) than a beautiful bottle of booze and we like to think that our deep blue tequila bottles are quite dazzling! No re-gifting this year!

For Your Friend That Loves Everything Authentic
Every winter you’re ogling at their travel pictures! They may be constantly raving about the delicious drinks down in Mexico, but little do they know that what they need to make an authentic Mexican margarita is right here, at their fingertips…

Gift a beloved bottle of NARANJA Orange Liqueur, the original mixer used to make the very first margarita, and they’ll swear you went all the way to Mexico to get it!

For the Whiskey Woman/Scotch Man Who Claims They Don’t Like Tequila …Yet
Many of us have been left with a bad taste in our mouth after having bad quality tequila shots in college that lead to even worse hangovers. Now… a little bit older and wiser, we enjoy a nice glass of scotch on occasion.
A bottle of Pura Vida Anejo or Extra Anejo Tequila (if they’re an extra special someone) will be a delightfully welcomed surprise. The taste is comparable to woody, rich flavor of Cognac, but it is much smoother and oh-so-sophisticated!

For Your Foodie Friend
We all know someone who’s constantly trying the hottest, hippest bars and restaurants, whether they’re hole-in-the-walls or five stars. This friend has a bold palette and a sense of adventure and is sure to appreciate the beautiful spices and subtleties of a Mexican Happy Meal (one shot of tequila, one shot of sangrita).
Try El Guapo’s Pura Vida Handmade Sangrita Mix. This mix is prepared in small, boutique batches using only the finest ingredients from a recipe that has been passed down from the highlands of Jalisco, Mexico.

For the Life of the Party
You’ve got your holiday planner all booked up and are tired bringing the same bottle of wine or flowers. We’ve all been there… surely if your friend who’s hosting loves a good party, they also love margaritas (but then again, who doesn’t!?).
Pura Vida Silver Tequila is known for its pure, smooth taste and is one of the key ingredients in the ultimate mouth-watering margarita!

For the Cocktail Connoisseur 
Every liquor lover is bound to have a good home bar and utensils already, but many of them are missing good quality tequila that can also mix well into various concoctions.
Gift a bottle of Pura Vida Reposado Tequila and they will be pouring you a thank-you drink! Its light complex taste will add the perfect touch to any of their creative cocktails.

For Your Brunch Pals
You swap stories on Sundays over mimosas and Bloody Marys, sharing some of your most fun memories. Why not share a gift they can use next time they decide to host… 
Once they try El Guapo’s Bloody Mary Mixer or El Guapo’s Bloody Maria Mixer they’ll be hooked! They’re hand made, zesty and ready to stir up with vodka or Pura Vida Tequila, taking all of the guesswork out of mixing these perfect cocktails.

Felices Fiestas!
It’s been quite a year, amigos! In the holiday spirit, we want to take a moment to say a huge thanks to our fans, investors, partners, dedicated team members, each and every one of our salespeople, distributors and accounts, without all of whom we would not have seen the success we have so far, being ranked amongst the top 50 tequila brands. We are looking forward to a prosperous year ahead and hope that you’ll continue to support us. We wish you and your families a Felices Fiestas (Happy Holidays) y Feliz Año Nuevo!

Featured Bartender
Meet Silvio Ligutti, Jose Mosa and Joham Jordan our Featured Bartenders from Escalante's in Houston, TX.
Featured Cocktail

1 oz Pura Vida Reposado
1 oz Bourbon
3 oz Eggnog

In a shaker filled with ice, combine eggnog, tequila and bourbon. Shake to combine and serve chilled with a dash of cinnamon on top.

Featured Cocktail

1 oz. Pura Vida Silver Tequila
1 oz. NARANJA Orange Liqueur
2 oz. Fresh Grapefruit Juice
1 oz. Champagne

In a shaker filled with ice combine tequila, grapefruit juice and orange liqueur and shake. Pour into a champagne glass and top off with champagne.