Issue link: http://digital.copcomm.com/i/133302
Jose Hermosillo with Chef Celestino Drago. There are many fine premium tequilas on the market, especially among brands that have been launched in recent decades. What does it take for one such brand to emerge as a true leader? A realistic sense of the lay of the land, good advisors and sound business strategies are good places to start, according to Jose Hermosillo, CEO of Casa Noble Tequila. Recently, Hermosillo discussed the aristocratic brand's position with us from Downtown Los Angeles restaurant Drago Centro, one of Casa Noble's benchmark on-premise accounts and one that Hermosillo says attracts the right kind of consumers—those seeking out handcrafted products and who will then influence their friends through word of mouth. Storied History, Illustrious Future Even as a member of the category's vanguard, according to Hermosillo the tequila brand has a storied history, dating back to few paragraphs in a family book explaining its production in the late 1700s. Casa Noble experienced a renaissance at home in Mexico in late '80s and early '90s, when its owners set out to create a modern brand that embraced and leveraged its noble origins. The brand's U.S. debut took place in September 1997, and from there Casa Noble steadily expanded its territory and influence because its team recognized the name had to represent something more than just fine tequila. "We are always evaluating how to improve our tequilas and better the company, from our dedication to triple distillation back in the 1990s, to our innovative use of custom new French white oak Taransaud barrels," Hermosillo explains. "We debuted Casa Noble Extra Añejo Single Barrel in 2005, recognized by the CRT [Consejo Regulador del Tequila] as the world's first single barrel tequila. Casa Noble has been one of the first tequilas to gain recognition for its efforts to respect the environment as well. In 2009, we became one of the first organic tequilas on the market. In December of 2012, we became one of a handful of certified "Green" distilleries after a five-year evaluation process through the Mexican government." Casa Noble's other sage moves include forming the strategic partner- No matter how small, every detail counts." ship with rock royalty/philanthropist Carlos Santana in 2011, and finding ways to connect with different segments of buying public in meaningful ways. While the launch of Casa Noble Reposado Single Barrel and Casa Noble Añejo Single Barrel met with critical beverage industry acclaim, it also opened up opportunities to market to affluent consumers by encouraging them to visit the distillery to hand-pick their own custom barrel. With women responsible for more than 60% of wine and spirits purchases, meanwhile, the company endeavors to make Casa Noble appealing and accessible via on-premise cocktail programs. 62 / the tasting panel / june 2013 TP0613_042-79.indd 62 5/23/13 4:33 PM