Aisha Tyler Launches Cocktail Company, losophē, With an Ultra Premium, Organic, Ready-to-Drink Margarita of Superior Ingredients and Taste
2024年7月24日 - 12:00AM
ビジネスワイヤ(英語)
The New Margarita is the first release from
Tyler’s brand-new company founded with alcohol industry veteran
James Kim to elevate RTD cocktails to mixology level
Actor/director Aisha Tyler is elevating the ready-to-drink
cocktail category with what she is boldly calling “the best tasting
organic margarita ever,” the first release from her new bottled
cocktail company losophē (pronounced like “philosophy”). The name
references the brand’s core value, the philosophy of elevation. In
partnership with industry veteran James Kim, most recently of
Edrington Group, Aisha endeavors to level up a category that has
long relied on bottom shelf ingredients and artificial additives to
deliver beverages that only faintly resemble their namesakes. For
the first time, a ready-to-drink bottled margarita will rival those
made in-house by professional mixologists.
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losophē founders Aisha Tyler and James
Kim (Photo: Haldane Morris)
Aisha spent years creating and perfecting the losophē margarita,
focusing on premium, organic ingredients, including 100% Blue Weber
agave tequila blanco, and a farm to table ethos similar to that of
high-level culinary endeavors. The first evidence of difference is
the completely clear liquid, devoid of added dyes, corn syrup or
other artificial ingredients.
James and Aisha sourced their tequila from a small-batch
producer in Jalisco, Mexico, the family-owned organic farm of
Jacinto Zenudo, a retired doctor, and his daughter. They focus on
growing organic agave in a sustainable, environmentally sound
ecosystem symbiotic with the existing environment, rather than
destroying existing landscape to grow, as many conventional agave
producers do. Tyler then added organic lime and created a bespoke,
proprietary tequila-based triple sec to round out the incredibly
balanced and delicious release, which is hand blended and bottled
at the Jalisco distillery.
Aisha says, “losophē is truly a labor of love for me. I’m a
cocktail lover, but more than that, I’m passionate about quality
spirits and the people who craft them. I knew I found a kindred
spirit in James Kim the moment we met over 18-year-old scotch in a
tiny pub in Glasgow, Scotland and instantly became fast
friends.
“Our product is different because we are different – passionate,
driven, dedicated to excellence, and devoted to bringing the best
product possible to people who love cocktails as much as we do,”
Tyler added.
The Margarita has long been America’s favorite cocktail, but
it’s one that can be messy, time-consuming, and difficult to make
at home. In contrast, most other ready-to-drink alternatives on the
market are simply not very good. In what would surely be a surprise
to most consumers, malt liquor, rather than tequila, is the main
ingredient in many of the most popular ready-to-drink margaritas
currently available.
The brand’s north star of restoring and beautifying the category
is also evidenced in the bottle’s stunning design. Clear and
enhanced with veins of gold, it is a nod to the Japanese art of
Kintsugi, which uses gold lacquer to meld broken parts into a more
beautiful whole. One of very few BIPOC and female-owned companies
in an industry dominated by Caucasian men, losophē also has an
entirely BIPOC C-suite and takes seriously its aim to be a
passionate ambassador of the Mexican cultural roots of its first
release.
www.losophe.com
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Lisa Morbete Lisa@morbetepublicity.com