A Volcano Named Tequila

LVMH unveils its first-ever original spirit, VOLCAN DE MI TIERRA. It’s been worth the wait...

- Jared Paul Stern

 In the Middle Paleolithic Period, a massive volcano erupted in what is now Jalisco, Mexico. Two hundred thousand years later, it’s about to change the way you drink.

The epic explosion ultimately paved the way for the launch of Volcan De Mi Tierra, a new super-premium tequila brand from LVMH, the French luxury goods partnership, by creating the mineral-rich soil that surrounds the volcano. It just happened to be ideal for growing two distinct types of Weber blue agave, the essential base of the very best tequila, and is the reason the company chose this spot in which to create its first original spirit since LVMH was founded 30 years ago.

It’s a fitting anniversary gift for the iconic company whose initials stand for Louis Vuitton Moët Hennessy, combining three of the world’s most famous luxury brands. While many of the components of its spirits portfolio (see “Blithe Spirits,” next page) predate the company’s existence, the fact that LVMH, controlled by billionaire Bernard Arnault, a man of impeccable taste, chose tequila for its first original launch says much about the storied spirit’s evolution. Of course, Volcan De Mi Tierra, which translates to “land of my volcano,” has some impressive heritage to build on, in the way of all LVMH pedigreed holdings. That’s thanks to a partnership with Mexico’s Gallardo family, long-standing landowners in the shadow of the inactive but still imposing volcano, aptly named Tequila.