McCauley Williams’ big cats are getting stronger.
Williams, owner/founder of Morningside Brands, Inc., recently introduced Nocturna, his latest tequila in his Alma del Jaguar (“Spirit of the Jaguar”) line of tequilas. “It’s a high proof tequila blanco,” Williams says. “It’s a 101 proof. Our normal blanco is 80 proof, so it’s higher octane.”
He released his first tequilas, Blanco and Reposado, in 2023.
“This is a really fun expression. As you recall, our brand is all about raising money and awareness for wildlife.”
In 2022, Williams left Blue Note Bourbon, which he co-founded, to pursue other opportunities. He wanted to do something with his uncle, Rick Williams, who cofounded the Northern Jaguar Project, a binational effort between biologists and conservationists in the United States and Mexico to study and protect the northernmost population of wild jaguars in the world.
By saving the jaguars, Williams says the organization is also raising awareness about environmental conservation.
As his news release states, “Alma Del Jaguar donates to and fundraises for conservation organizations that help protect wild jaguars in the U.S. and Mexico.”
And, it states, “We also make our tequila as sustainably as possible, using eco-friendly production methods, recycled glass bottles, agave fiber labels, and recycled cardboard boxes.”
Like his other tequilas, Nocturna is produced in a distillery owned by a fifth-generation family of tequila makers who Williams partners with in the Los Altos region of Jalisco, Mexico.
Nocturna uses “100 percent natural wild yeast instead of cultivated yeast. It occurs naturally in mother nature.”
Yeast is in the air “wherever you are,” Williams says. “If you leave something exposed to the right sugar content exposed to air it will naturally ferment.”
Using natural yeast from the distillery in Mexico “brings in just this amazing sense of flavor.”
Williams also produced a 10-minute film, Arizona Wildcats, which is part of film series, Bordering on Wild, to coincide with the new tequila. “It is about wild jaguars in Southern Arizona. And the dichotomy or relationship of conservationists, cattle ranchers, and the border wall.”
Many people don’t realize that a border wall designed to keep people out also keeps out wild animals “that are too big to fit through slots in the wall. Deer, elk, jaguars, mountain lions, hogs, etc. Birds can fly over it and bugs can fly over it, but jaguars can’t get through the wall. So, it’s damaging wildlife conservation.
“For the last 30 years, conservationists and ranchers have been fighting each other over jaguar habitation in Southern Arizona and New Mexico. But now there is this new threat of the border wall.”
And, William says, “Most of the ranchers that live in this area think the wall is a bad thing. Even though they’re strong on immigration, this border wall is a poor way to deal with the problem.”
They believe the wall is inefficient because no one is policing it, Williams says. “Humans can climb over it or dig under it.”
The film, which can be seen on their website almadeljaguar.com or YouTube, doesn’t feature Williams or his tequila. “The jaguar is the hero. The nail that seems to unite everything. There’s something about big cats people love.”
They’re using their tequila as a “fun and creative way to raise awareness and educate people” about “the need for conservation along the border.”
They want to use it “to champion environmental causes.”
The film was shot in Southern Arizona, south of Tucson, along the border. “We filmed back in November.”
Williams hired a film team to make Arizona Wildcats. “I did all the set up and hired a videographer to film the documentary. I was there on site during the whole time. Moving cameras, interviewing the people. It was extremely hands on. It was my first attempt at doing any sort of film. We’re planning to expand that in the future.”
He wants his company to do more “cause-related films” — “short films on topics related to our brand. The brand is never in it. It’s just about the cause. It’s not a commercial for our brand.”
It’s “to show people our integrity and commitment to our cause.”
Williams anticipates doing another film in the spring.
Meanwhile, he has “all kind of exciting projects” in the works. “In the fall, we are releasing our ‘Añejo.’ It means ‘aged’ in Spanish. It has been aged in oak barrels for at least one year.”
Alma del Jaguar tequilas are now in 21 states, Williams says. “We just concluded our first year. We launched last May. So, we’re just now in our second year of sales.”
Asked how they grew so fast, Williams says, “Hard work. Tequila is really popular. It’s the hottest spirit in the Untied States. And ours is all organic and sustainable.
“My office is here in East Memphis. I’m traveling all over the country to meet with our sales teams and distribution partners.”
He also travels to Mexico to meet with
his production partner. “To design new expressions with our master distiller.”
They import all of their tequila into a warehouse in Memphis. “Memphis is a logistics hub with companies like FedEx, Nike, AutoZone, and Orgill based here. There’s quite a trucking industry that exists in Memphis.”
Williams’ philosophy? “You can live anywhere and be an entrepreneur. Why not Memphis? It’s my home. I don’t have to relocate to Austin or San Francisco. I can do it here.”