El Jimador | Brand Film

El Jimador is a tequila named for the jimador, the field worker who harvests agave. The brand's United States Our Story page says Casa Herradura launched it to make 100 percent Blue Weber Agave tequila accessible, with piñas cut by coa and, except for the unaged expressions, rest in American white oak.

Trade write-ups date the launch to 1994 under Grupo Industrial Herradura, the house behind Herradura, with production at NOM-1119 in Amatitán, Jalisco. Brown-Forman, the Louisville company behind Jack Daniel's, acquired Casa Herradura in 2007. The expressions in the U.S. line are blanco, reposado, and añejo at 40 percent ABV.

This short brand film puts the bottle on a dark bar and then in a ring. The Patron El Cielo launch films are a different hospitality brief. This cut is El Jimador.

The soul of tequila is stored in the heart of the Blue Weber Agave plant.

Who Hired The Camera

Spirits brands hire a 30-second film when the bottle has to live in a room with people, not only on a white sweep. The pour, the conversation, and the ring give the label a night instead of a lockup.

On camera a reposado bottle pours toward two shot glasses. A man in a black jacket sits the rail. Later the same room holds a sleight of hand over the wood, a Guinness mark soft in the background.