Tequilas are normally consumed as shot drinks. Don Julio want people to know that tequila shots can also be mixed drinks like cocktails. They refer to these shots as luxury drops. As a way to educate people about Don Julio’s line of tequilas and the multitude of luxury drops one’s inner-mixologist can concoct, an app was created for Facebook and smart phones. Functioning beyond a quick reference guide, each feature is easily socialized. People can create their own luxury drop mix by selecting their base Don Julio tequila, adding a flavored ingredient, and finalize it with a proper garnish. In parallel, a separate site supporting the culture around the luxury drops offers insights from Don Julio drop artists, global drop spots, edible drop pairings, and upcoming Don Julio events.