The time was 1997, and Europe had just signed a trade agreement with Mexico. It officially recognized such spirits as scotch and cognac, among others. In turn, Europe acknowledged tequila and mezcal’s denominations of origin. Even though Mexico had issued its Protection of the Appellation of Origin Tequila in the early 70’s, this agreement was the first step in tequila finally gaining the global respect it deserved.
Up until then, it had been heavily marketed as a traditional spirit often depicted in rustic agricultural scenes of burros and roping charros. But, a new millennium was near, and a bustling Mexico City was partying like it was 1999 with art, music, design and architecture.
For two young college buddies, Danny Schneeweiss and Moy Guindi, the Mexico City club scene was where tequila sorely lacked a more modern edge and feel. It was then that they deliberately set out to propel tequila’s image into the 21st Century.