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How Avion Got onto "Entourage"

Thursday, 2 Sep 2010 | 6:08 PM ET

Call it the product placement of the year.

An almost unknown brand of tequila is being featured in a major subplot on HBO's "Entourage."

But here's the kicker: they didn't pay a dime for it.

Kenny Dichter, who helped launch Avion tequila, grew up with the show's creator Doug Ellin, explained Avion's founder and chairman Ken Austin while on Thursday's "Fast Money."

Drinking Up Liquor Stocks
The trade on alcohol, with Ken Austin, Tequila Avion chairman/founder.

About a year ago, the three of them were spending time together in Nantucket. When Dichter and Austin mentioned to Ellin their plans for a tequila company, Ellin thought it would make for a great story line for Turtle, one of the show's main characters.

People are moving from vodka to tequila, said Austin. People are trying and enjoying our product, which we launched just two months ago. It's available in California, New Jersey and New York.

Watch the video to see the full interview.

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