Rock the Shots this Holiday Season!
8:15 Tequila Time is the New 4:20
LOS ANGELES, CA - Sully Erna, lead singer of Grammy nominated, multi-platinum rock band Godsmack, has a brand new tradition that is catching the rock world by storm- 8:15, Pura Vida Tequila Time. Fans everywhere are taking a moment at 8:15PM every day, no matter where they are in whatever time zone they happen to be, to raise a toast to the good life with Pura Vida Tequila.
“The idea of 8:15 was derived while traveling the country on the most recent headlining tour of my band, Godsmack,” explains Erna. “Because our stage time was at 8:30pm, my band mates and I, and a few girls from the production office would get together around 8:15 every show day and cheers to a shot of tequila. Eventually every shot was cheered by the words, ‘Happy 8:15!!’”
One day before “tequila time,” Erna received word that one of the girls in production had received some bad news and wasn’t having a good day. He made up a sign for her that said, “The Now is here, the past is gone, so whatever has happened is already behind you. And just like the Native Americans say, “This Too Shall Pass!” He hung it on his mirror for everyone to read as words of encouragement and to lift her spirits. And it did. Touched, she shed a thankful tear. Eventually, 8:15 arrived once again! She did her 8:15 shot with the group and had a great night afterwards. “At that point I began to write little messages of inspiration and hang them up every day for people to read and look forward to our daily 8:15 tequila toast,” continues Erna. It wasn’t long before the word started spreading around to other production people and other bands on the tour to meet at Sully’s dressing room at 8:15 to do a shot of tequila. “I began opening my dressing room door everyday around 8:10 to let friends in, and day after day the group waiting outside my room got larger and larger, spreading through the tour until there were 10, 20, 30 people crammed in my room every night,” Sully explains, “until 8:15 became a sort of phenomenon.”
The word of the 8:15 tradition rapidly spread outside of the tour world and was picked up by Stewart Skloss of Pura Vida Tequila and his friend Billy F. Gibbons of ZZ Top. A shipment of award-winning Pura Vida Tequila was promptly shipped to Sully Erna on tour with a message attached that read “We applaud your daily affirmations at 8:15 and encourage you to take it to the next level with the best damn tequila in the world.” A partnership was born and Pura Vida Tequila joined the rock tradition.
“Every day at 8:15 people around the world will know it’s time to grab their Pura Vida Tequila and rock the shots!” said Erna. “It’s the new 4:20!”