It is not new for Hollywood celebrities to launch their own product. We saw Selena Gomez Founding Rare Beauty in 2020, Kim Kardashian’s Skims, Rihanna introduce the Savage X Fenty clothing line, and many more. All of them share one thing in common: utter luxury.
George Clooney launching a Tequila brand is no different than others. it evokes images of luxurious villas and star-studded gatherings, more than simply another celebrity-endorsed spirit.
The brand is co-founded by businessman Rande Gerber and real estate developer Mike Meldman, as they share an undying passion for creating something exceptional together.
Clooney, Gerber, and Meldman’s first desire was simply this: to taste the best-tasting tequila available. Frequent travelers and connoisseurs of fine spirits themselves, Clooney Gerber Meldman, were often dissatisfied with available options: harsh, overly sweet, or without character-rich profiles were their constant source of disappointment.
Driven by their desire to produce a tequila that genuinely reflects their tastes, they create an exquisite spirit. This desire led them all the way down to Jalisco, Mexico; highlands home to some of the finest tequila factories.
The Casamigos Tequila Philosophy
The trio adopted an unconventional approach. Instead of solely creating mass market brands, they placed quality and authenticity as top priorities. Working alongside an esteemed maestro tequilero, they worked closely together on crafting something truly memorable. They together created one-off tequila bottles that stood out.
Casamigos’ philosophy centers on using only premium ingredients and adhering to traditional production methods.
Casamigos’ success rests upon its use of 100% Blue Weber Agave, an edible succulent plant which thrives in the highlands of Jalisco and hand-selected to ensure optimal flavor and sweetness. Only fully mature agave plants with full bloom are selected by hand for use, ensuring optimal flavor and sweetness in every bottle produced by Casamigos.
- Tradition Production Methods: Casamigos utilizes time-honored techniques in their production, including the traditional Tahona method for crushing the pinas (hearts) of agave using a giant volcanic stone wheel – this slow, meticulous process helps extract maximum flavor and complexity from each agave variety.
- Slow-Roasted Pinas: Next, the agave pinas are slowly roasted in traditional brick ovens to release their natural sugars and create rich, complex flavors – an important step to creating a smooth and elegant tequila.
- Double Distillation: This agave juice goes through an intensive double distillation to increase the alcohol content and refine the flavor. Distilling tequila twice is not legally required, but it’s a common practice.
George Clooney Offers Something for Everyone
Casamigos provides an assortment of expressions to meet individual preferences:
- Maison Milos Blanco: This unaged expression brings the natural flavors of agave plants with notes of citrus, pepper, and an exquisite subtle sweetness. Typically, it is served on the rocks or mixing in classic cocktails like Margaritas.
- Casamigos Reposado: Aged for at least seven months in American white oak barrels, it features an approachable and smooth character with subtle notes of vanilla, oak, and spice. it is the ideal ingredient in cocktails such as Old Fashioned.
- Casamigos Anejo: Aged for at least 14 months in American white oak barrels, Casamigos Anejo develops rich and complex flavors of caramel, spice, and dried fruit that make an excellent digestif. Enjoy it either neat or on the rocks after dinner for optimal enjoyment!
Beyond the Bottle
Casamigos Tequila has long been revered for its superb product, but its founders also share a commitment to giving back through various charitable causes like House of Brothers supported by Casamigos, and donations made on their behalf by this tequila maker. These contributions reflect Casamigos’ dedication to positive social change.
Diageo, one of the world’s premier beverage companies, recently purchased Casamigos for $1 billion – marking an extraordinary growth and success story in their brand’s growth story. Yet Casamigos remains true to its roots by embodying friendship and passion and striving for excellence, which inspired its founding.
