The New Margarita is the first release from Tyler’s brand-new company founded with alcohol industry veteran James Kim to elevate RTD cocktails to mixology level

Actor/director Aisha Tyler is elevating the ready-to-drink cocktail category with what she is boldly calling “the best tasting organic margarita ever,” the first release from her new bottled cocktail company losophē (pronounced like “philosophy”). The name references the brand’s core value, the philosophy of elevation. In partnership with industry veteran James Kim, most recently of Edrington Group, Aisha endeavors to level up a category that has long relied on bottom shelf ingredients and artificial additives to deliver beverages that only faintly resemble their namesakes. For the first time, a ready-to-drink bottled margarita will rival those made in-house by professional mixologists.

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losophē founders Aisha Tyler and James Kim (Photo: Haldane Morris)

Aisha spent years creating and perfecting the losophē margarita, focusing on premium, organic ingredients, including 100% Blue Weber agave tequila blanco, and a farm to table ethos similar to that of high-level culinary endeavors. The first evidence of difference is the completely clear liquid, devoid of added dyes, corn syrup or other artificial ingredients.

James and Aisha sourced their tequila from a small-batch producer in Jalisco, Mexico, the family-owned organic farm of Jacinto Zenudo, a retired doctor, and his daughter. They focus on growing organic agave in a sustainable, environmentally sound ecosystem symbiotic with the existing environment, rather than destroying existing landscape to grow, as many conventional agave producers do. Tyler then added organic lime and created a bespoke, proprietary tequila-based triple sec to round out the incredibly balanced and delicious release, which is hand blended and bottled at the Jalisco distillery.

Aisha says, “losophē is truly a labor of love for me. I’m a cocktail lover, but more than that, I’m passionate about quality spirits and the people who craft them. I knew I found a kindred spirit in James Kim the moment we met over 18-year-old scotch in a tiny pub in Glasgow, Scotland and instantly became fast friends.

“Our product is different because we are different – passionate, driven, dedicated to excellence, and devoted to bringing the best product possible to people who love cocktails as much as we do,” Tyler added.

The Margarita has long been America’s favorite cocktail, but it’s one that can be messy, time-consuming, and difficult to make at home. In contrast, most other ready-to-drink alternatives on the market are simply not very good. In what would surely be a surprise to most consumers, malt liquor, rather than tequila, is the main ingredient in many of the most popular ready-to-drink margaritas currently available.

The brand’s north star of restoring and beautifying the category is also evidenced in the bottle’s stunning design. Clear and enhanced with veins of gold, it is a nod to the Japanese art of Kintsugi, which uses gold lacquer to meld broken parts into a more beautiful whole. One of very few BIPOC and female-owned companies in an industry dominated by Caucasian men, losophē also has an entirely BIPOC C-suite and takes seriously its aim to be a passionate ambassador of the Mexican cultural roots of its first release.

www.losophe.com

Lisa Morbete Lisa@morbetepublicity.com