An ambiguous phrase that is believed to imply a flashiness of certain, specific brands of tequila used in order to disguise a lack of quality in said brands, thereby promoting ones own brand as having more integrity, which has nothing to do with taste; it is primarily used when there is no logical alternative argument to promote ones own brand. It is an argument based on an obscure and unknown meaning with heavy use of implication.

When you eat dirt for the first time and leave your family to build a shack in the woods