In 2011, a group of television professionals sought to create the first tequila reality show. They called upon the industry expertise of then journalist and Editor at Tequila Aficionado, Mike Morales. When production began, just under 20 tequila start ups vied to be crowned the Last Tequila Standing in the world’s first broadcast Tequila Reality Show.
What? No Tequila Shots?
The creators of Last Tequila Standing only filmed their pilot season back in 2011. From there, in the old school way of doing things, they sought to sell the program to a television network. But the Latino markets they were approaching had no love for a tequila show that didn’t include shots. They felt the world, or at least their audiences, wasn’t ready for such a thing.
Tequila History Preserved
Here at Tequila Aficionado, we knew better. After years of discussions, we were finally given access to most of the show’s recorded materials. As this was not a Tequila Aficionado Media Production, we don’t expect to see another season but we’re thrilled that we were able to preserve these tequilas’ stories, personalities, and cocktails for posterity here at Tequila Aficionado Media.
The litmus test for most tequila start-ups is five years. If you can make it in this business for that long, you’re in it for the long haul. We’re very happy to see that many of these then “start-ups” are alive and kicking down doors five years later in the industry today!
Watch the whole Last Tequila Standing series here:
Aside from being a Woman In The Tequila Industry, Lisa was also a partner in one of the most celebrated restaurants in Park City, Utah, called Silver. Up until June 2015, it hosted wildly popular events that were the hottest tickets to come by during the star-studded Sundance Film Festival. In 2016, a pop-up Vida Tequila Lounge continued that tradition at Sundance.
A triple threat, this wife and mother of two also runs a marketing firm based in New York. Lisa Barlow makes working her businesses seem effortless, and does it all with flawless style.
Here are her thoughts on our customary handful of questions.
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TA: How would you describe your experiences as a woman in a primarily male dominated industry?
LB: I have never felt as though the challenges in the spirits industry stem from being a woman. I have a strong vision for VIDA and a strong business acumen. I like being in an arena where I am constantly challenged and the spirits industry gives me that opportunity.
Man or woman, it really doesn’t matter; what matters is that you are on point and doing the right things for your business. Being a mother of two boys, I think its a great example for them to see me work hard at our family business.
TA: How have you been able to change things within the Tequila Industry?
LB: One always hopes they are making a difference.
When we launched in 2007 there were less than 400 tequila brands in the USA. For me it was important that the brand had a clear vision and an authentic one. Your customers feel your passion. It engages them into your product and drives them to search for more information, which helps the category.
I love what I do. I really wanted to integrate things that were important to me into our brand. We launched with a beautiful white package that was very different from the bright colors and busy boxes we were seeing on the store shelves.
I also incorporated my vision of what tequila should be in early advertisements; tequila is modern, sophisticated.
We had campaigns that said “NO WORM, JUST ROCKS,” or “VIDA COUTURE” moving VIDA away from the cliches and stereotypes. This is one thing and those things take time and [it] was challenging in the beginning.
[It is] much easier to launch a brand today with how much education is now available, that was not there when we launched.
Being able to make a great tequila is beautiful. Everything from the plant to the process is bold. To be able to take this into the USA and other countries and grow the category is huge. I am very involved because I love what we produce and our brand, VIDA.
[Tweet “@LisaBarlow7 “I am very involved because I love what we produce” @VidaTequila”]
TA: What do you see as the future of women working within the Tequila Industry?
LB: As the category continues to rise, so will the number of women who work within the category and the roles they play. From Distiller to CEO, I think there will be a lot of growth and changes on multiple levels.
TA: What facets of the Tequila Industry would you like to see change?
LB: This is a tough question.
There is an art to making tequila. From start to finish; to me it’s beautiful. The rich history of this spirit is in Mexico – it’s important to maintain this.
Within any industry, it’s important to make sure that production and distribution are continually evaluated.
Change is good, always. We are constantly trying to evolve and put our focus on a global future.
TA: Is there anything you’d like to say to women who may be contemplating entering and working in the Tequila Industry in one form or another?
LB: Its an amazing industry to be a part of. Have a clear plan and go for it.
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Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!
In 2011, eighteen tequila start ups vied to be crowned the Last tequila Standing in the world’s first broadcast Tequila Reality Show.
The creators of Last Tequila Standing only filmed the one season back in 2011 and we were very limited in our access to the show’s materials. As this was not a Tequila Aficionado Media Production, we don’t expect to see another season but we’re thrilled that we were able to preserve these tequilas’ stories, personalities, and cocktails for posterity here at Tequila Aficionado Media.
Click on the links below to catch up on any episodes you may have missed:
First ever Tequila Reality Show kicks off on National Tequila Day!
For Immediate Release!
In 2011, eighteen tequila start ups had vied to be crowned the top Brand Of Promise(TM) in the world’s first broadcasted Tequila Reality Show.
Tequila Aficionado Media Presents Last Tequila Standing
July, 2015, San Antonio, TX: Starting July 24, 2015, National Tequila Day, 45 exclusive episodes of Last Tequila Standing will be streamed daily over Tequila Aficionado Media’s website and on-demand over its own YouTube playlist, as well as featured throughout all of its powerful social networks.
“Through the expansion of opportunities on the Web, and Tequila Aficionado
Last Tequila Standing.
Media’s own explosive growth, we are proud to present for your enjoyment, Last Tequila Standing,” declared Tequila Aficionado’s CEO, M.A. “Mike” Morales.
Never-before-seen raw footage of some of the tequila industry’s most promising labels will be aired. Each will relate their start up stories and demonstrate their tasty signature cocktails, too.
Colorful brand owners, master distillers, and top flight brand ambassadors took the stage with their enduring tequilas, many of which are still thriving even in 2015’s more competitive tequila market.
[Tweet “Tequila Aficionado Media Presents Last Tequila Standing!”]
The Dare
In the late summer of 2011, 18 brave tequila brands took up this challenge–
To appear on the first ever televised tequila reality show to share with the world their personal stories and to participate in a judged tasting competition to be named the Last Tequila Standing.
Rocky Road
As with most TV pilots and shows that are ahead of their time, Last Tequila Standing struggled to find a permanent network home.
“After a series of fits-and-starts, several failed business deals and cable company mergers that never happened, Last Tequila Standing was all but lost,” recounts Morales, a producer and one of the hosts of the show.
From the moment Season 1’s taping had wrapped, Morales worked tirelessly for months with the Executive Producers to try to fulfill the show’s original mission–
To educate and inform tequila aficionados worldwide in an entertaining fashion on the finer points of Mexico’s national spirit, as well as to help promote organic, artisanal, small batch, and boutique tequila Brands Of Promise(TM).
“But just a few years later, with the advent of streaming video made popular by services like Hulu, Amazon, and Netflix, the playing field has changed dramatically,” adds Lisa Pietsch, Tequila Aficionado Media’s COO in charge of social media marketing. “Last Tequila Standing lends itself perfectly to our binge watching audience.”
Along with Tequila Aficionado Media’s CEO and Tequila Journalist, M.A. “Mike” Morales, Clayton J. Czczech guest judges on Last Tequila Standing.
Also on hand to impart his vast tasting expertise is industry expert Christopher Zarus, inventor of the only take home tequila tasting kit, TequilaRack, which will also be featured extensively.
A Global Event
“Since the taping of Season 1 of Last Tequila Standing, the Tequila Industry has aggressively pursued global expansion into countries like China, Russia, India, and Brazil,” explains Morales.
[Tweet “The streaming of Last Tequila Standing is a global event of epic proportions!”]
“Given that our audience is not only viewing Tequila Aficionado from these locations,” asserts Pietsch, “but all across Canada, the United States, Germany and Mexico, we can truly say that the airing of Last Tequila Standing will be a global event of epic proportions!”
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Watch for new episodes of Last Tequila Standing premiering every day–for 45 days–beginning on National Tequila Day, July 24, 2015 at 11AM CDT.
[*Editor’s note: As a courtesy and at the request of Clayton J. Czczech, Tequila Aficionado has attempted to remove all videos and photographs in which he was featured without degrading the balance of the Last Tequila Standing content provided to us.]
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Learn all about tequila from field to glass and then get paid to share your love of agave spirits with others! Buy Them Both Now!
In 2011, a group of television professionals sought to create the first tequila reality show. They called upon the industry expertise of then journalist and Editor at Tequila Aficionado, Mike Morales. When production began, just under 20 tequila start ups vied to be crowned the Last Tequila Standing in the world’s first broadcast Tequila Reality Show.
