Sex and the City’s Mr Big buys Ambhar Tequila

Proving that Tequila is now the celebrity side hustle of choice, following in George Clooney’s footsteps, Sex and the City star Chris Noth has acquired a majority stake in Ambhar Tequila for an undisclosed sum.

Sex and the City star Chris Noth has become the latest celebrity to buy a Tequila brand in what is becoming a white-hot trend

Noth announced the news on his Instagram feed over the weekend, posting a picture of himself cradling a bottle of Ambhar’s silver expression.

Ambhar Tequila is made in small batches from 100% Weber Blue agave. All harvesting and preparation is done by hand and the agave hearts are steamed, roasted, mashed and fermented in accordance with ancient recipes.

Alongside the Plata, the range includes an oak rested Reposado and an oak aged Añejo which is said to boast “smoky aromas and soft, silky palate”.

The bottle is inspired by the ‘canteen’ bottles cowboys used to carry alcohol in, and features a dragonfly luck charm tied to a leather chord.

Each bottle of Ambhar comes with a dragonfly lucky charm

The American actor, known for his roles on Law & Order and The Good Wife, will take on the role of creative director for Ambhar and will work with its founders on how to grow the brand in the US and export markets.

“My involvement with Ambhar Tequila starts with this basic premise – I drink it. It’s delicious and soul satisfying. So… why not?” said Noth.

“I’m really excited about the opportunity to help reinvent the perception of Tequila and elevate the experience of enjoying this ultra-premium spirit the way it’s supposed to be, one sip at a time.

“As an entrepreneur and co-owner of The Cutting Room in New York City, I’m pretty well versed in spirits, and I have to admit that Ambhar is the first Tequila I’ve been excited about drinking by itself,” he added.

Noth helped secure a national distribution deal with the Republic National Distributing Company in the US, to take the Tequila across America.

At the moment, the Ambhar range is available at select stores in Florida, Texas, California, Oklahoma and Mississippi, and is also on sale in Mexico. It will soon be available in New York, Colorado, Illinois, and Ohio.

“We’re thrilled that Chris has decided to become part of the Ambhar family. He truly understands the company’s authentic heritage and our commitment to creating a unique artesian experience,” said Ambhar’s founder Jaime Celorio.

Noth is the latest star to jump on the celebrity spirits bandwagon. In February, Ryan Reynolds bought American gin brand Aviation, based in Oregon.

Meanwhile, Hollywood heartthrob George’s Clooney’s Casamigos Tequila brand was bought by Diageo last summer for US$1 billion.

Other celebrities that own Tequila brands include wrestler-turned-actor Dwayne ‘The Rock’ Johnson, rapper P Diddy, and singer Justin Timberlake.

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