Issue link: https://digital.copcomm.com/i/133302
A Message of Quality "We cherish quality and complexity at Casa Noble and have never cut corners," Hermosillo states as Drago Centro's mixologists build their signature Casa Noble cocktails for the photo shoot. "I believe our brand ambassadors and bartenders see the integrity through our intense characteristics and aromas. On the business end, we make sure to keep one eye on the competition, yet stay in touch with the market and ever-changing demands. We respect who we are in order to maintain the messaging of handcrafted and quality elements to the consumer. No matter how small, every detail counts. As I tell my guys, it starts when the consumer's eye first catches the bottle on the shelf." Hermosillo points out that the company operates with a two-pronged philosophy: having the patience to allow the distilling process the time it deserves, and taking into account every single detail of production to ensure every bottle, from the regular tequilas to the award-winning two-year old Añejo Single Barrel (recipient of a San Francisco World Spirits Competition Double Gold medal), projects Casa Noble's iron-clad messaging of quality and consistency. Noble Places Upcoming promotions, meanwhile, use that philosophy as a starting point to focus on those lifestyle trends that professional clients and consumers are currently tuned in to. "We will be working hard with our natural organic certification from the USDA," Hermosillo details. "For summer 2013, we are working on our slim, organic Margarita, which is simple, pure, refreshing and low in calories. We started April 22, Earth Day, with a lot of organic-themed initiatives drawing consumer awareness to our official Green certificate and our distillery's five-year commitment to save water, reduce carbon emissions and other environmentally friendly practices. Our 'Noble Places' website [www.thenobleplaces.com], meanwhile, spotlights special accounts and their main bartenders, based on winning cocktails selected by a panel of judges that included noted mixologists, Carlos Santana and me." In continuing the brand's handcrafted marketing strategy, Hermosillo can practically guarantee that Casa Noble will bring a regal aura to every venue it graces—from retail shelves to home bars, from sophisticated drinking establishments to fine dining restaurants. The Nicolina by Kyle Ackley, Bar Manager, Drago Centro, Los Angeles ◗ 2 oz. Casa Noble Reposado Tequila ◗ 1 tablespoon plum jam ◗ ¾ oz. lime juice ◗ 1 cracked sprig rosemary ◗ 4 oz. Cabernet blend (Drago Centro uses Antinori Il Bruciato) ◗ Shake tequila, plum jam and lime juice over ice. Serve in a double Old Fashioned glass with one large ice cube. Float the Cabernet blend on ice cube to create layer. Drago Centro instructs guests to stir the wine into the cocktail using the rosemary sprig. Signature cocktails made for Casa Noble tequila expressions at Drago Centro in downtown Los Angeles. june 2013 / the tasting panel / 63 TP0613_042-79.indd 63 5/23/13 4:33 PM