McCORMICK DISTILLERS

Tarantula Azul was the official tequila of the Slamdance Film Festival, held every year at the same time as the Sundance Film Festival. In fact, the two are just down the road from each other. The difference is while Sundance has evolved into a Hollywood swap meet attended by all the major players and studios, Slamdance continues to be the de facto festival run by and for independent filmmakers.

The demographic is young, creative, artistic, daring, visionary and resilient.

The festival is in February in Park City, Utah.

You can imagine what a tough sell tequila was.