To tell the story of Pura Vida, makers of the finest and smoothest tequilas in the world, we must go back to 1923, where the Vivanco brothers worked the agave fields in the Highlands of Jalisco, the heart of Mexico’s finest agave producing region. Under the watchful eye and loving care of Agaveros like these, the fields of beautiful blue agave in Los Altos became known far and wide for their exceptional quality, rich flavor, and high sugar content. Sugar is the lifeblood of tequila. It was here in the company of 4th generation Agaveros that the first expression of Pura Vida Tequila would soon be born.