Jose Cuervo launches its newest campaign that celebrates tequila’s most fundamental ingredient, the agave plant. The tequila brand partnered with American surfboard shaper Gary Linden to create a surfboard made entirely of agave, which Linden believes is the only plant in the world that could achieve such a purpose. Linden spoke to tequila specialists, Mexican jimadors (agave farmers), scientists and local artisans before he began hand crafting the special board from scratch. View the full process in the video above.
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