Taking it Slow and Following the Sun with Solento Organic TequilaVasilis Stergiou
YOU DON’T HAVE TO TWIST OUR ARM TO INDULGE IN A TEQUILA TASTING ANY DAY OF THE WEEK. AND THAT’S ESPECIALLY TRUE IN THE CASE OF THE LATEST SPIRIT TO BURST ONTO THE SCENE. SOLENTO, LOOSELY BASED ON THE SPANISH TRANSLATION OF THE WORDS SLOW SUN, WAS FOUNDED BY FAMED SURF FILMMAKER TAYLOR STEELE WHO FELT COMPELLED TO REMIND US ALL TO RECLAIM SLOWNESS IN THIS CRAZY, HECTIC WORLD. MERGING HIS BRANDING EXPERIENCE AND CREATIVE MINDSET, STEELE TAPS INTO A WELCOMED POSSIBILITY…BRINGING PURPOSE TO PLEASURE AND INTENTION TO INDULGENCE; DRINKING NOT TO DISCONNECT FROM THE EVERYDAY, BUT TO SLOW DOWN AND SAVOR EACH MOMENT. NOW THAT’S SOMETHING TO RAISE GLASSES AND CLINK TO!
WHAT’S YOUR SLOW-DOWN RITUAL?
Solento’s process of creating its distinct flavor is thoughtful and deliberate—a true testament to the slow movement. From farm to bottle, Solento’s organic tequila introduces a truly different sipping experience and sheds light on the slow culture movement as it catches the sipper’s attention. And let’s talk about those stunning bottles…coming from the surf world where branding is an imperative part of the business, and a necessary partnership between athletes and the companies they promote, a large part of steele’s job was to emulate these brands through his creative vision. Ultimately he landed on a modern silhouette etched with an apropos wave-like motif with bright yellow accents. Steele knew the Solento bottle had to stand on its own as a true symbol of both the company and the lifestyle, thus creating a consumer connection that was instantaneous.
As a filmmaker veteran and vital force in bringing surf culture to the masses, this surfer-turned-tequila maverick has helped launch the careers of some of surfing’s most influential figures such as kelly slater and rob machado, and has had a hand in the success of bands such as blink-182, pennywise and jack johnson as both a director and producer. This experience, paired with his tenacious curiosity of the world has led him to serve as a creative director of corona australia and film for global companies like national geographic. That experience has informed his ability to connect with consumers and create a spirits brand aimed at taking a new approach in the crowded, $542 billion celebrity-fueled tequila market.