Jose Cuervo launches its newest campaign that celebrates tequila’s most fundamental ingredient, the agave plant. The tequila brand partnered with American surfboard shaper Gary Linden to create a surfboard made entirely of agave, which Linden believes is the only plant in the world that could achieve such a purpose. Linden spoke to tequila specialists, Mexican jimadors (agave farmers), scientists and local artisans before he began hand crafting the special board from scratch.
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