'Entourage' Tequila becomes the Real Deal

Entertainment Tonight, Monday, September 13, 2010, 4:07pm (PDT)

Why was everyone obsessed with tequila this season on "Entourage"?

In the show, Turtle (Jerry Ferrara) became a tequila entrepreneur and signed up Vince (Adrian Grenier) to hawk a product named Tequila Avion. Tequila soon takes over Hollywood as the "in" drink, trumping vodka, and in an episode named "Tequila and Coke," Turtle sends cases to Mark Wahlberg, James Cameron, Diddy and even Pauly Shore. There was also an episode this season named "Tequila Sunrise."

It turns out the tequila that Vince is a spokesperson for is the real deal. Tequila Avion launched this summer in New York and California, with plans to expand to other states based on consumer demand. Available in Silver, Reposado and Anejo varietals, the brand was created by Ken Austin and Kenny Dichter, who co-founded Marquis Jet. Dichter also happens to be a friend of "Entourage" creator Doug Ellin. Coincidence?

According to the New York Post, the two have been buddies since elementary school. When Ellin was outlining the plot for this season's "Entourage," he was looking for a business for Turtle, and Dichter's new brand of tequila seemed like a perfect fit. The catch? Dichter would have no control over how his product would be used.

Cut to Tequila Avion being all over this season's "Entourage" storyline -- but also playing a negative role in Vince's downward spiral, with too many shots almost costing him a movie role.

This wouldn't be the first time a company has used a hip, popular show to help launch a premium product, and it definitely won't be the last. Duff Beer, anyone?

Related stories: Sneak Peek: Drama Galore in 'Entourage' Season Finale  'Entourage' Announces Last Season