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Olmeca Altos 'Los Altos, Mexico' film

Digital agency Holler has created an innovative branded entertainment strategy for premium Tequila brand Olmeca Altos.

Launching with a series of short films, the strategy aims to raise awareness of Olmeca Altos, a 100% Agave Tequila produced in the Los Altos region, noted for producing Tequila with a fuller, smoother taste. The films examine the origins of the spirit and impact it has had on modern bar culture.

Presented by Henry Besant and Dre Masso, founders of the World Cocktail Club and co-creators of Olmeca Altos, the five documentaries have been beautifully shot by film production company and creative content creators Big Balls Films, who have an ongoing partnership with Holler, in a dynamic and contemporary style. Filmed on location in London and across Mexico, the series of five films are being released fortnightly on the Olmeca You tube channel .

The Altos film series will also be available on Olmeca's website and through the Facebook page for the Tahona Society, an exclusive community of Tequila enthusiasts including Olmeca, Henny and Dre and the World Cocktail Club's 250 barmen worldwide.

The first film - Los Altos - explores the origins of Olmeca Altos, and explains why Mexico's famous tierra roja - red volcanic soil - helps to cultivate the finest Tequila in the world. Henry and Dre also meet locals and visit the eponymous town of Tequila.

In the second instalment, Agave, the pair focus on the plant that produces the Olmeca Altos 100% Agave Tequila; speaking to jimadores - the Mexican farmers that harvest the plant - and a doctor bout the health benefits of Agave. They also explore modern uses of Agave in cooking and fashion.

In Tahona, Henry and Dre look at why the ancient Tahona method used to produce Olmeca Altos creates a more flavoursome Tequila, before heading off to Biko, Mexico's top rated restaurant, to see how they use the same volcanic rock in their kitchens.

The fourth film - Master Distiller - focuses on the infinite passion of Jesus Hernandez, one of the finest Tequila distillers in the world, and the head of the Olmeca distillery, as he unearths the secrets and myths of its production. We also meet people who have been influenced by Jesus.

In the concluding part - Coming Home - travels from Mexico, where the guys meet the country's most recognised bartender, to the high-end bars in London, where top local bartenders share Olmeca Altos cocktail recipes, and discuss how perceptions of Tequila are continuously evolving.

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