This month (September 15-October 14) we celebrate and bring awareness to Hispanic Heritage. As a Tequila produced in Mexico, hispanic culture and history has always played a significant part in the Pura Vida Tequila story.

The story of Pura Vida Tequila dates back to 1923, when two brothers worked the agave fields outside Arandas in the heart of Mexico’s finest agave-producing region. Under the care of these vigilant agaveros, the fields of beautiful blue agave in Los Altos earned international acclaim for its exceptional quality, rich flavor, and high sugar content (the lifeblood of tequila). Here, among fourth-generation agaveros, the first expression of Pura Vida Tequila was brewing.

The saying “Pura Vida,” derived from a 1956 Mexican film. Pura Vida—sometimes stylized as “¡Pura vida!”—encompasses everything a toast should be: to life, the pure life.

Presently, Pura Vida Tequila is produced in the mountains of Mazamitla in Southern Jalisco, in the highest distillery in the world by elevation at the hands of a hard working team.  We honor the rich history of our brand and take great pride in our roots in Mexico.