Did you take a seat at the Jose Cuervo Agave Bar? While many people enjoy sipping Jose Cuervo tequila, the company appreciates that it needs to think beyond the beverage in the glass. The world’s number one tequila brand appreciates that this designation comes with the responsibility of looking beyond the enjoyment at cocktail hour. By forwarding a conversation about responsibility, the brand takes a step forward and innovates in the most useful way.
One ingredient is always a staple in making tequila, the agave. While agave is essential, it can bring a waste. While chefs might have learned to adapt food waste, other areas of the food and beverage industry are looking to become part of the conversation. Beyond the recycling of bottles and reduction of plastic straws, looking to the source to innovate is now important.
Recently, Jose Cuervo revealed the “first ever bar that tequila made.” The Jose Cuervo Agave Bar showcases how the agave can be reused, repurposed and recycled. At the heart of this idea is to showcase the versatility of the agave plant.
As seen at the Los Angeles event, the agave plant was transformed into a myriad of products. From barware to chairs to clothing, that recycled material has a tremendous about of potential.
Thinking about this idea, it is a smart choice for Jose Cuervo. Beyond the bar that tequila made, it showcases that the company appreciates its impact on the environment needs to be addressed. It is more than just giving consumers an enjoyable tequila to sip; it is a toast to what is possible.
By showcasing the many uses of the used agave plant, it could impart change in the tequila industry. Why not turn waste into a usable product? More importantly, it might spark a conversation for all beverage brands to think outside of the bottle and see how they can make a positive impact on the future.
While the Jose Cuervo Agave Bar has closed in Los Angeles, the experience will be traveling in the future. In addition, the brand is giving away 1,000 At-Home Agave Bar Kits. More information can be found on the brand’s website.
What do you think of this Agave Bar? Can you think of other industries that could adapt this model?