Cover Augusto Tequila is the newest brand by co-founders Christopher Poon and Eddie Li, along with partner Damith Weerakoon (Photo: Courtesy of Augusto Tequila)
Augusto Tequila is the newest brand by co-founders Christopher Poon and Eddie Li, along with partner Damith Weerakoon (Photo: Courtesy of Augusto Tequila)
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Augusto tequila co-founders Christopher Poon and Eddie Li, along with partner Damith Weerakoon, launched their new tequila in Hong Kong over Christmas. Here, they tell us what makes it so special
What shaped your passion for tequila?
Eddie Li: Fifteen years ago, after many shots of random tequila, salt and lime, I drank Patrón Tequila for the first time and realised I didn’t need the salt and lime—and that sparked my curiosity.
Christopher Poon: I was introduced to Don Julio 1942 Tequila quite early on. It started as a healthy appreciation for tequila, but then I experimented with new tequilas and learnt more about its [manufacturing] processes with Eddie.
Damith Weerakoon: We’ve all had the common experience of excessive tequila drinking in our youth and the stories of forgotten nights and interesting consequences—but my general passion for drinks pushed forward in a positive way. I probably drank bad tequila for 20 years. Twelve years ago, a Mexican colleague took me to the Clipper Lounge at the Mandarin Oriental, Hong Kong [for tequila]—and I was shocked that I was being presented with the same drink. I started to realise what I’d been missing all this time.
What inspired you to create Augusto?
Poon: We spent a lot of time drinking spirits that we really enjoy, and as we learnt more about these spirits, we wondered whether we could create something ourselves that we would really love.
Weerakoon: I started in the beverage industry eight years ago because of my initial interest in [producing] scotch. Then, the three of us met three years ago while trying out spirits at a trade show.
Li: We explored how we could innovate bourbon and tequila. Both spirits were in a prime position for a new brand, but we kept leaning towards tequila. After multiple trips to Mexico, we felt a greater connection to tequila and the experience that we wanted to create. Augusto means “comfortably relaxed” in Mexican Spanish, yet “great and magnificent” in Spanish, which exemplifies the spirit we set out to create. We want Augusto to be the celebrity of the tequila world.
Above Shelves filled with Augusto Tequila (Photo: Courtesy of Zed Leets)
Above The trio launched Augusto in Hong Kong over Christmas (Photo: Courtesy of Zed Leets)
Shelves filled with Augusto Tequila (Photo: Courtesy of Zed Leets)
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Above Augusto Tequila (Photo: Courtesy of Augusto Tequila)
Augusto Tequila (Photo: Courtesy of Augusto Tequila)
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“Augusto means ‘comfortably relaxed’ in Mexican Spanish, yet ‘great and magnificent’ in Spanish, which exemplifies the spirit we set out to create. We want Augusto to be the celebrity of the tequila world"
Explain the decision to age your tequila exclusively in sherry casks.
Poon: Sherry casks have been used to age scotch whisky for years, with Macallan, Dalmore and many other world-class distillers fuelling sherry cask production and consumption. We tasted tequilas that had been aged in a sherry cask; the rich, woody notes, plus dried fruit, spice, vanilla, caramel and nuttiness, were incredibly complex and contrasted by the refreshing agave and vegetal notes, as well as citrus and pepper.
Weerakoon: It’s a new frontier and there’s room to play, innovate and surprise. Experimenting with different sherries, barrel sizes and woods while controlling our quality by using the highest-calibre certified casks and sherry from one winery allowed us to keep varying the flavours and balances.
Why did you choose to create an additive-free tequila?
Weerakoon: There are plenty of tequilas with additives that could still be considered good, and even the tequila regulatory council allows for less than 1 per cent of glycerin, caramel colouring, oak extract and sugar-based syrup [for it] to be [classified] additive-free. That being said, the 1 per cent makes a huge difference and is a cheap way of fixing poor technique. [To create] an ultra-premium tequila experience, we looked at the elements from bottle to liquid to packaging and experience.
Li: I think most people would also agree that not having undisclosed chemical additives is a healthier choice.
How did the bottle design come about?
Poon: We worked with D8, a design company in Glasgow, which is renowned for its work with scotch whisky. We wanted to create a bottle that heroes the agave, has a subtle elegance and incorporates an iconic feature that could be used even after the liquid was gone.
Weerakoon: It took seven months to [perfect] the bottle. It combines the tall, angular features of many premium tequila [bottle designs], including the faceted crystalline angles [seen in the bottle designs] of premium whiskies. There are bespoke metal fittings, which can be removed and can double as a cigar holder. The stopper is designed as a crown, [depicting] the pattern of the agave—the king and hero of all tequila.
Above Damith Weerakoon (Photo: Zed Leets/Tatler Hong Kong)
Damith Weerakoon (Photo: Zed Leets/Tatler Hong Kong)
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Above Eddie Li (Photo: Zed Leets/Tatler Hong Kong)
Eddie Li (Photo: Zed Leets/Tatler Hong Kong)
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Above Christopher Poon (Photo: Courtesy of Key Blend)
Christopher Poon (Photo: Courtesy of Key Blend)
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Can you describe your collaboration process with the tequila producers?
Li: As non-natives to Mexico, there definitely are challenges in creating such a bespoke product and often from a distance, but we did many trips to Mexico to [oversee our] excessively detailed requirements.
Weerakoon: We [started working on] our tequila with another distillery but the delays and inability to meet our expectations led us to find our long-term partner Tequila Tres Mujeres. Being with a partner who is equally excited to innovate a liquid they’ve loved and developed for over 30 years is everything.
How do you plan to educate consumers about the unique qualities of your tequila?
Li: We make it a point to promote our partners from Juan Pino Tonelería [a family business dedicated to manufacturing high- quality casks] and González Byass [one of Spain’s best-known sherry producers], who support us with transparency on their processes and also open their sites to visitors who wish to understand the whole process in detail.
Poon: We have started to build a network of retailers and clubs that share the same love for the brand— this exposes it to the right people. We can then provide the support and material to make tastings available to new consumers.
What has been your strategy for launching Augusto?
Weerakoon: We launched in the US first; it is both the largest and the most challenging market for tequila. It has the most competitive pricing, consumers and critics, as well as the largest variety of tequilas. Creating a tequila that the US market respects is our key to ensuring that customers around the world will also love Augusto.
Poon: By focusing on sherry casks, not only are we pioneering a style that deliciously complements tequila, we are also opening a window for sherry cask whisky drinkers to consider trying a tequila that might be to their tastes, especially in markets like Hong Kong and Taiwan, with the popularity of Macallan and regional brands like Kavalan. After successfully launching in the US, we launched in Hong Kong on December 24 at The Fine Wine Experience, Club Bâtard and The Trilogy. The aim is to follow with Taiwan, Canada, Japan, Singapore and Malaysia later this year. Stay tuned!
Credits
Photography: Zed Leets / Tatler Hong Kong
Photography Assistant: Carlos Hui
As Content Director at Tatler Hong Kong, Tara shapes the brand's editorial vision across social, digital and print, and reports on Asia's most influential figures — from CEOs and leaders across business, style and the arts. In her dual role as Head of VIP, she also drives the planning and execution of Tatler's flagship IPs, curating star-studded events and building the relationships and communities that define the brand. Born and raised in the Middle East, she honed her craft in Dubai, crafting communication strategies for luxury brands across the Gulf. Follow her on Instagram @tarasobti.
