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Chris Noth on changing Tequila’s shot-slamming image

Sex and the City star Chris Noth has likened his Ambhar Tequila brand to a “good whisky” as he seeks to change consumers’ perception of Tequila.

The Good Wife actor Chris Noth moved into Tequila earlier this year

Law & Order actor Noth became the latest star to move into spirits after acquiring a majority stake in ultra-premium Tequila brand Ambhar in September this year.

The American actor is involved in the company’s “creative direction” and will work with the co-founders on “strategic business decisions”.

Noth, who was in London for the 6th Cigar Smoker of the Year Dinner, held a tasting and preview of Ambhar at Boisdale of Belgravia, ahead of the brand’s expansion into the UK in spring 2019.

Speaking to The Spirits Business yesterday evening (4 December), Noth recalled a quote he heard when he was awarded Cigar Smoker of the Year on Monday.

“Someone said cigarettes are like having sex, cigars are like making love, and that’s the difference with our Tequila,” he said. “It really is an exceptionally high quality Tequila.”

The Ambhar Tequila range consists of Ambhar Plata, Ambhar Reposado and Ambhar Añejo. The range is produced in small batches with 100% blue agave.

“Its really getting people to see how different this is to most Tequilas,” said Noth. “I think there is a perception of Tequila as a young person’s drink, people have a beer then they’re like: ‘lets do shots of Tequila’ and it’s just to get buzzed and not to enjoy. This Tequila is like a good whisky.”

Noth was first introduced to the brand through a mutual friend. “It was a new experience for me in terms of actually tasting a Tequila that is more then something to be made into a Margarita or as a shot,” he added.

The Sex and the City star plans to use his celebrity status to help promote the brand with plans to do an advertisement and further events in New York at his club The Cutting Room and in Los Angeles.

As for the challenges, Noth said: “I’m trying to do this at the same time as my acting career, so how do I balance that? It’s a new world for me that I’m taking slow steps in.”

Noth is the latest famous face to jump on the spirits bandwagon. In February this year, Ryan Reynolds purchased American brand Aviation Gin, while George Clooney’s Casamigos Tequila brand was recently bought by Diageo in a deal worth US$1 billion.

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