During the South by Southwest festival in Austin, Texas this week was a big event for a few lucky, under-the-radar bands, it also served as a jumpstart for a new movement in the tequila world. This weekend, Hornitos Premium Tequila introduced their Devil Horn shot glass to SXSW festival goers at the Rachael Ray FEEDBACK party at Stubb’s, having over 3,000 people go “Horns Up!”
Tequila lovers alike embraced the new ritual with their Devil Horn shot glasses and Hornitos t-shirts. “Horns Up!” is about creating a new ritual with friends and fellow Hornitos fans old and new, building on the history of tequila drinking. Before the shot glass we are accustomed to today, Mexican agave farmers would drink tequila out of a bull horn to celebrate the end to a long day’s work. At SXSW, Hornitos brought back the tradition with the Devil Horn shot glasses. On the top of the hour, guests were invited to join in a “Horns Up!” tequila shot and enjoy the Hornitos Margaritas and Palomas at the designated bars.
