Marketing boost for George Clooney's tequila

Casamigos Tequila is to receive the brand-building expertise of Sidney Frank Importing Company from April 1, 2014. The family owned company has been named as the exclusive importer and distributor for the George Clooney-owned ultra-premium tequila in the US and Caribbean. 

Three longtime tequila-drinking friends – George Clooney, Rande Gerber and Michael Meldman, privately own Casamigos, which was originally created by the trio's desire to enjoy the best-tasting, smoothest tequila while spending time with friends and family on vacation. Dissatisfied with the tequila that was commercially available, they were introduced to a master distiller in Jalisco, Mexico and worked to perfect their own tequila. Casamigos is named after Clooney’s and Gerber’s adjacent homes in Cabo San Lucas, Mexico, which roughly translates to ‘house of friends’.

It’s safe to say the Casamigos Tequila owners know a thing or two about toasting good times. As founder of the Gerber Group, Rande Gerber has extensive experience within the restaurant and bar industries. George Clooney is an Academy Award winning actor, director, producer – and now, tequila maker. Michael Meldman’s Discovery Land properties include premiere private club and community developments from the Bahamas to Hawaii.

“Our idea was to make the best-tasting, smoothest tequila whose taste didn’t have to be covered up with salt or lime, so we did,” says Clooney.

After working with the master distiller for several years and going through more than 700 samples and blind tastings with friends, Clooney, Gerber and Meldman got it right with Casamigos. Although the trio’s tequila was always intended for personal use, they decided to bring their private stock to the market due to the tremendous demand for the product and encouragement from friends and family.  Since launching Casamigos in early 2013, Clooney, Gerber and Meldman’s tequila has garnered top awards from the spirit industry’s most well-respected authority figures; the brand is available in all 50 states and is served in top hotel, bars and restaurants across the country.

“We have long admired Sidney Frank Importing Company for their expertise in building ultra-premium brands. They created Grey Goose Vodka and have grown Jägermeister into the iconic brand it is today. We’re thrilled to work with them and share our tequila with new friends,” adds Gerber.

Casamigos is currently available in Blanco and Reposado. These small batch, ultra-premium tequilas are made from the finest hand-selected 100% Blue Weber agaves grown in the rich red clay soil and cool climate of Mexico’s Jalisco Highlands for a minimum of seven years. After harvest, the agave piñas are roasted in traditional brick ovens for seventy two hours and then artfully blended with naturally filtered water and proprietary yeast before undergoing an extra-slow fermentation process over an additional eighty hours, nearly double the industry standard. 

Casamigos Blanco, which rests for two months in stainless steel containers, is crisp and clear, with subtle hints of vanilla. Casamigos Reposado, aged for seven months in American White Oak casks that have been carefully reconditioned after being used to age premium whiskey, is clean with hints of caramel. Both of these supremely smooth and refined spirits are best enjoyed neat or on the rocks without salt or lime, just as Clooney, Gerber and Meldman intended.

Before going into the bottle, each batch is tasted and approved by the master distiller, as well as Clooney and Gerber, to ensure the highest quality. Each batch is then numbered and signed by Clooney and Gerber. Casamigos Blanco and Reposado tequilas are 80% proof (40%abv) and available in a 750ml bottle with a RRP of US$44.99 and US$49.99 respectively.

31 March 2014 - Felicity Murray The Drinks Report, editor