Ain't life grand?
If you could, right now, “transition” away from your current job and start a new career, what would you become? A Cirque du Soleil performer? Seasonal Halloween superstore manager? Surf traction and accessories rep? If “making money” is the actual goal, it’d be hard to dismiss getting into the alcohol game. Beer brand St. Archer flipped a few years back for tens upon tens of millions of dollars. Balter, Mick Fanning, Joel Parkinson et. al.’s brainchild, flipped days ago for tens upon tens of millions of dollars.
Well, iconic surf filmmaker Taylor Steele is a smart man and switching from surf film making into tequila mastering, much like George Clooney, and let’s learn about his certain future tens upon tens of millions of dollars. Let’s tuck right into The San Diego Union-Tribune, pour some salt on our hands and ready a lime wedge.
For more than 30 years, legendary surf filmmaker Taylor Steele has been traveling the world with his career in overdrive.
But this year, the 47-year-old father of two has intentionally shifted his life into a lower gear. He moved back to North County after more than 20 years away and last month, he officially launched his Encinitas-based lifestyle brand, Solento.
A composite word that Steele says means “slow sun,” Solento reflects a new phase in his life where he’s reconnecting with old friends and taking the time to savor his environment and enjoy life more. The company’s first product is a high-end organic sipping tequila designed to be savored slowly.
“Tequila is an entry place to have a ritual experience with people,” he said of his entry into the bottled spirits industry. “It might feel like it’s a bit of a change to someone looking from the outside, but it feels very natural to me. It’s where I’m at in my space, trying to connect more.”
It was while he was living in Australia that Steele discovered artisan tequila during a trip to a family-owned agave farm in Jalisco, Mexico.
“I fell in love with the intricacies of tequila. It’s more like wine than vodka. Each harvest has a different flavor. It’s a beautiful thing,” he said.
The piece goes on to detail how Steele hopes to grow the Solento brand beyond tequila and it is an inspiration but, back to you, to us, if we were going to get into the alcohol game together which sort should we choose?
Let’s take tequila off the table, let’s not compete directly with Taylor Steele and let’s also leave craft beers behind which leaves us with…