Earlier this week, Tequila Avión hosted an invite-only party to a listening experience at Oswalds Mill Audio showroom in Brooklyn, New York. Now, you might be thinking to yourself, “What does tequila and ultra high quality sound systems have in common?” and we can tell you, a lot more than you think.
The in-person experience
Avión Listening Experience, drawing inspiration from the phenomenon of global listening rooms, was tailored to be a trailblazing sonic journey to help consumers and media alike understand the connection that sound plays in our everyday lives. The one-of-a-kind audio experience was inspired by the brand’s latest release, Avión Reserva Cristalino.
Attendees were invited to enjoy Avión cocktails alongside speakers that cost up to $500,000. Said speakers were used to play a 10-minute audio clip of the tequila-making process in Mexico as well as a curated playlist of music. The composition followed the order of the tequila-making process from the agave piña harvest, to cooking and distilling, to filling the barrels, and finally to filling the bottles. In a room full of silence, it was a treat to enjoy something so fresh and intimate.
The event was hosted by former New York Knicks player and NBA Champion Iman Shumpert, as well as audio engineer Danny Keith Taylor, and Carlos Andrés Ramirez of Tequila Avión.
“Music has always been a safe haven for me to be my most unapologetic self and with that being said, the Avión Listening Experience is one I resonate with and is one that highlights the craft and clarity of the brand’s premium tequila while adding to bliss. As Co-Curator of the Avión Listening Experience, I had the pleasure of working closely with the brand to create a one-of-a-kind audio journey that truly marries the quality of Avión Reserva Cristalino tequila,” said Shumpert.
I have to say, nothing slaps the ears quite like $500K speakers that are over 6 feet tall and the multi-sensory experience of listening to something being crafted while enjoying its aromas and taste on the nose and palate. Tequila Avión has definitely found a new lane to engage its costumers by offering more than just a cocktail recipe or tasting party.
How you can enjoy it too
For those who want to enjoy the process and experience at home, it is totally possible. Tequila Avión created a limited edition kit that not only includes a ALT-500 modern turntable with built-in speakers and Bluetooth streaming, but also a pressed vinyl with the curated listening experience, a 750ml bottle of Avión Reserva Cristalino, two rock glasses and two custom ice molds.
You can purchase the Avión Reserva Cristalino Listening Experience Kit from ReserveBar for $295. Please note the product is limited to states that allow alcohol to be shipped to your doorstep, unfortunately New York is not one of them. As always, please be 21+ and drink responsibly and follow any laws your state may have.
If you just want to bump the joints we listened to, hit up the Spotify playlist curated by all the tastemakers above. If you want to splurge on some audio equipment, hit up Oswalds Mill Audio’s product page.
Like I said above, this type of experience which engages more than one sense and keeps you on your feet is a path I foresee not only some brands, but every brand in the food & beverage space taking on and putting activations together for in the near future. In order to reach a de-sensitized market full of Gen Z and Millennials who grew up in a digital world, it’s necessary to pull them back with physical sensation and give them multiple points of enjoyment all at once.
Just look at Cheez-It and Pandora infusing hip-hop into the aging of cheddar and their new collaboration project as another example of thinking outside the box.
Photos via Andrew Morales