Jose Cuervo Commercial The Agave Project 2025

VIDEO Jose Cuervo The Agave Project TV commercial 2019 • The Agave Project is a way for us to honor our roots, aimed at continuing Cuervo’s longstanding commitment to the land and people of Tequila and Mexico. The latest creation to come out of The Agave Project is a drinking straw made from upcycled agave fiber. The first-of-its-kind biodegradable, bio-based drinking straw is a more sustainable alternative to regular plastic straws and will decompose up to 200 times faster than regular plastic. 00:01 [Music] 00:08 I'm the master distiller and head of 00:11 operations for Jose Cuervo 00:14 the oldest tequila company in the world 00:16 I'm working every day to have the best 00:19 quality tequila's and really focusing on 00:23 how to be friendly with the environment 00:25 on a daily basis our raw material which 00:30 is a salty climate weather comes from 00:33 the fields the three main components of 00:36 agave would be carbohydrates fiber and 00:40 moisture so the name of the game here is 00:43 to extract those carbohydrates convert 00:46 them into fermentable sugars and come up 00:50 with tequila the fiber from the agave 00:54 'soul it's a really strong fiber we've 00:58 done projects with Ford Motor Company to 01:00 eliminate plastic on their dashboards 01:04 and under cars with agave fiber fabrics 01:07 plates cups paper bricks as part of the 01:11 construction of houses as well as some 01:14 surfboards made of Agathe based fiber 01:17 one of the main usage we have with this 01:20 fiber is a production of sustainable 01:23 Agra based straws that are biodegradable 01:25 I think the potential is there to make 01:29 the most out of this we could call it a 01:32 natural waste in our process 01:36 the tequila industry generates around 1 01:39 million tons of spent agave fibers idea 01:44 and instead of considering that an 01:47 agricultural waste we see that as main 01:52 raw material to create biomaterials the 01:56 agave biobased straw will take within 01:59 one to five years to decompose into 02:01 landfill conditions and that is 200 02:05 times faster than regular plastic straws 02:07 it makes a lot of sense to start with an 02:11 agave by a very strong because of the 02:14 industry and because it will be in the 02:17 hands of our Jose Cuervo consumers I 02:20 think more and more bartenders business 02:24 owners are starting to care more about 02:26 what they put in the glass and how 02:28 products are made and what companies 02:31 stand for straws are a really great 02:34 example of how bartenders communities 02:37 our industry can take this concept of 02:41 sustainability and turn it into 02:43 something actionable today it starts 02:46 even with just the smallest 02:48 [Music] 02:55 you- advertisement spot 2019