The Tasting Panel magazine

Tequila "W e're continually improving our product," says Arturo Lomeli, CEO of Tequilas Pre- mium, producer of Clase Azul tequilas and La Pinta, a pomegranate-infused tequila. For the tequilas, Lomeli and partner John Hanson have covered the bases, from hiring a new plant man- ager to enforcing more effi cient production. "You can't build a brand in one day," Lomeli starts, pour- ing sips of Clase Azul Plata for THE TASTING PANEL's Editor in Chief, Anthony Dias Blue, and Publisher, Meridith May. "Quite frankly, John [Hanson] is the best thing that's happened to me—and the brand—in the six years since I've been self-distributing it from the back of my car." The Clase Azul Plata has a unique effect: a drip, drip, drip of brown-sugar-sweet agave juice spreads with grace and power across the palate. Floral notes of spiced jasmine, cucumber and lime further enhance the experience. With ubiquitous praise—and a staggering number of medals—awarded to the brand since its inception in 2001, Clase Azul is powered by a growing following. It also helps that the country's leading distributors have taken note, so the sales-from-the-trunk option is becom- ing less and less necessary. Lomeli and Hanson point out the key elements to the brand's success: ■ Organic agave matured to ten years old, from their own sources ■ Traditional production, with the agave cooked and steamed in brick ovens for 72 hours ■ Use of proprietary yeast to differentiate Clase Azul from any other tequila ■ Water from a deep source in Jalisco's Highlands for purity ■ Distilled in alembic copper pot stills ■ The heads and tails of the distillate are discard- ed; only the heart remains ■ The use of sherry casks for resting—more ex- pensive, but worth it Tequila Clase Azul is winning the hearts and palates of tequila afi cionados Best CLASE Scenario T he much coveted—and award-winning—Clase Azul Ultra is a fi ve-years-aged añejo tequila that retails for $1900. John Hansen and Arturo Lomeli of Tequilas Premium have presented the bottle as a gift to a select group of supporters. "We want to thank the people who have im- pacted and infl uenced the success of our brands," notes Hanson. The team delivered bottles to SW&S of California's top executives Ted Simpkins, Jack Brennan, Steve Harden and Steve Slater. SW&S of Arizona's Michael Jahn was also honored, as were the owners of THE TASTING PANEL magazine. John Hanson and Arturo Lomeli present Steve Slater, VP/GM of SW&S of SoCal, with a customized bottle of Clase Azul Ultra. The Tasting Panel's Editor in Chief, Anthony Dias Blue, and Publisher Meridith May, each received a custom hand-en- graved bottle of Clase Azul. In a Clase by Itself 76 / the tasting panel / june 2009 Business partners John Hanson (President) and Arturo Lomeli (CEO) of Tequilas Premium. On the table: bottles of Clase Azul Reposado and Clase Azul Plata.

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