Montreal-born mixologist Bobby Lozoff might be one of the most celebrated cocktail concocters these days, as an expensive new commercial celebrates his invention of the Tequila Sunrise in early 70s San Francisco.
   Lozoff grew up at  5641 Waverly and took off for San Franscisco at 19 where he started at the bottom at the Trident Bar, eventually becoming bartender and then manger of the fabled institution.

• Montrealer leaves, does well, works on tan

 Lozoff partied with the Rolling Stones, Grateful Dead Janis Joplin and once hired a young Robin Williams as busboy.
   Lozoff tried hard to invent new drinks and attempted to use tequila as a replacement for gin and vodka.
  "A Singapore Sling became the first Tequila Sunrise, then I simplified it for the Stones because it was easy they suck them up.  Keith Richard termed this the Tequila Sunrise & Cocaine Tour." he told Coolopolis.
  The new commercial celebrates Lozoff's mix in a one minute spot for Jose Cuervo tequila, produced by McCann Erickson.
  The ad might appear on the Super Bowl and comes accompanied by Rolling Stones music, which cost the company more than a little to get approved.
   The ad is pushing a limited issue tequila called "Rolling Stones Tour Cuervo."
   In 1975 Lozoff went on to move to Maui and opened a bar called the Blue Max which also became famous.
  He is now an avid sailor and lover of all things Hawaii.
    Lozoff has not returned to Montreal since 1983 when he was beaten up by cops in Westmount, as his hippie chic made cops think he was a vagrant, even though he was sporting a fancy watch and had no shortage of cash in his pockets.