This Texans Party Turns Into a Red Hot Tequila Launch With Moguls, Beautiful People and Pro Athletes

Branding is honored as a critical component of any new endeavor. But could it be any more important than with the launch of a new tequila? Just ask Lucinda and Javier Loya, who with a stable of equally-hip/chic/fabulous partners, introduced their Veneno Tequila at a bash so rocking ridiculous that it is sure to, overnight, catapult the brand to the top tier of Mexican-produced fire waters.

The Loyas transformed their annual Houston Texans Tailgate White Out party (a prelude to the Texans first game) into the Veneno launch. This year, rather than at their Stablewood home, the minority owner in the Houston Texans and his interior designer wife, held the sixth annual celebration at Monsour Taghdisi‘s LifeHTX state-of-the-art event space in Montrose.

With an invitation list that included biz moguls, shiny people, beautiful babes and athletes, the launch saw 550 swells, all dressed in the requisite white, pour in. They were greeted by serenading mariachis and a step-and-repeat furnished with Houston Texan cheerleaders. While the gents swooned over the oodles of scantily-clad models that added a beyond-sizzling touch to the happenings, the ladies had their moment thirsting for more than tequila every time Argentine polo player/Ralph Lauren model Nacho Figueras crossed their path.

Maybe not as glamorous but making up for it in moxie was actor Danny Trejo (aka Machete), who served as launch emcee and assisted in the saber  ceremony with the first bottle. But instead of using the official saber tool, he used, what else, a machete.

Tequila toasts all around as partners Carmen and Kiki Dikmen, Bruce Eames and Sunday Riley, Felicia and Raphael Stone, Kathy Lehne, Clinton Farmer, and Laura and Evan Greenberg raised their glasses. (The partnership includes Todd Blue, Jamey Rootes, Andrea Young, Toby Hamilton, Bill Perkins, Bruce Smith, Scotty Arnoldy, Dylan Seff, and Clinton Farmer.)

The team ultimately partnered with Jalisco, Mexico, master distiller Alejandro Campos to develop both an Extra Anjeho and Blanco tequilas. Both, aged in French oak barrels, were served in various incarnations on this night in which guests sipped on Veneno Palomas, Veneno Rancheros and Veneno Margaritas as well as shots served from the handmade, individually embossed crystal bottles.

The libations flowed and the action never ceased with the main hall transformed into a World Spirits Competition Dance-Off stage, with a ring announcer from Vegas doing the honors and the VDanse studio talents highlighting the evening. “Veneno sushi” rolls and authentic Mexican food fueled the party scene. DJ Travisty provided dance tunes. The night, choreographed by Aurora Perez of Occasio Productions, will have lucky guests talking for weeks, if not months, to come.

Local athletes adding beefcake to the scene included boxing great Lou Savarese; former NBA tall guy Bobby Sura; retired Houston Texans Andre Johnson, Wade Smith and Travis Johnson; and the Houston SaberCats’ Sam Windsor. (Javier and Michael Loya, attending the party, are investors in the city’s relatively new professional rugby team.)

Key Players in the tequila operation: Javier Loya, chairman and CEO, OTC Global Holdings; Kiki Dikman, CEO Choice Energy Management; Paul Hernandez, Veneno Tequila quality control director; and John Pruett, Veneno Tequila general manager.

For certain, the best sport of all on this night was people watching, accompanied by swigs of the premium tequila in its various cocktail incarnations and in shots.