How do you launch a new tequila brand today and actually get any attention? There seem to be only a few options: Partner with a celebrity, put your liquid in a flashy bottle that pops on the backbar, or charge an arm and a leg. LALO Tequila chose a different path, earning acclaim the old-fashioned way by making tequila the old-fashioned way. “It was important to me to showcase a really good product that actually tasted like tequila,” says Eduardo “Lalo” González. The article Next Wav...
