Stone-Ideas.com 
This is marketing at its best: In December 2025, the Gallardo family, the Mexican spirits dynasty, partnered with the French luxury goods conglomerate Moët Hennessy Louis Vuitton (LVMH) to launch a new tequila to mark its anniversary. “Volcan de mi Terra” (Volcano of My Land) is the name, and the bottle features a holder made of white Bianco Carrara marble. Its shape is meant to evoke the volcano in the Mexican state of Jalisco, where the spirit made from the sugar of the blue agave was invented.
The story goes like this: 250 years ago, the ancestors of Santiago Cortina Gallardo, the current CEO and initiator of the new brand, settled at the Hacienda “La Gavilana.” The exact year is reflected in the limited edition marble vessel: 1774 pieces will be available at a price of US$2900 each (recommended retail price, MSRP).
The drink has its own distillery, titled NOM 1523 according to the press release: It is “located at the foot of the volcano named Tequila and houses a unique manufacturing technique to uncompromisingly craft luxury tequila.”
Regarding the drink itself and its production, it says: “A 100% Lowlands Blue Weber agave expression uncompromisingly crafted by Volcán‘s Maestro Tequilero, Marcelino Lucke. Aged for over 18 months in European oak and finished for an additional 414 days in sherry casks, the liquid reveals rich notes of ripe fruit, dark chocolate, and warm spice.
The bottle holder is manufactured by the Mexican natural stone company Arca, which has locations in Florida, among other places.
The new product was presented in Miami on the sidelines of the Art Basel art fair in Arca’s Wynwood showroom: “There, guests will be able to view the Bianco Carrara marble vessels and be the first to taste the liquid,” the press release promised.
For those in the know: The new Volcán belongs to the ”Añejos” tequila category, which is subject to special controls. The plan is to repeat the marble and tequila combination in this year for further marketing.
We digress a bit to get our readers back in the mood: The name of the famous spirit was the title of a world-famous song recorded in 1958 by the US instrumental band The Champs. The piece became legendary primarily because of the musicians’ exclamation of ”Tequila!”. We’ve selected a cool jazz recording by the group CestSiBon (see above).
Photos: Gallardo
