Welcome to a fresh edition of The Well—a 4-minute breakdown of the stories behind your favorite alcohol brands.
On the shelf this week: The George Clooney of tequilas co-founded by George Clooney himself. Allegedly, it doesn’t give you a hangover. Allegedly.
The Story of Casamigos
It all started over thirty years ago, when George Clooney and Rande Gerber (a.k.a. Cindy Crawford’s husband, a.k.a. Kaia Gerber’s dad) first became amigos. Clooney was a regular at one of Gerber’s bars in New York, and they eventually became golfing buddies. After that, they ended up buying vacation homes next to each other in Mexico on a property called Casamigos, where they would hang out and drink a lot of—you guessed it—tequila.
And whaddya know, sampling tequilas from all over Mexico can be pretty inspiring: The duo soon set out to create a premium-quality tequila that’s smooth enough to be sipped neat and doesn’t burn going down. But they also wanted it to be affordable and accessible. Oh, and they also wanted to be able to “drink all day long and not be hungover in the morning,” (though we’re just going to go out on a limb here and suggest there may be abundant anecdotal evidence to the contrary).
Two years and over 700 samples later, they landed on the perfect recipe for a crazy-smooth tequila that’s made from 100% Blue Weber agave roasted in traditional brick ovens. Clooney and Gerber joined forces with another friend, real-estate developer Mike Meldman, and after enlisting the help of a master distiller to oversee production, Casamigos arrived on the scene in 2013.
Thanks in no small part to the fact that George Clooney is, you know, George Clooney, Casamigos was a huge success right out of the gate. But it’s also because it’s really good tequila, having won gold medals at the Los Angeles International Spirits Competition and the San Francisco World Spirits Competition, among numerous other accolades. The brand doubled its sales every year from 2014 to 2016, and in 2017, Diageo purchased the brand for a billion dollars. One. Billion. No wonder it feels like there’s a celebrity launching a new alcohol brand every other week (because they kind of are).
Now, who’s ready to put that Casamigos-doesn’t-give-you-a-hangover assertion to the test?
Why I love Casamigos Reposado:
- Perfect for margaritas as a sweeter tequila than normal. It helps lift the drink without the need for simple syrup and lets the limes & tequila speak for themselves.
- Extremely smooth while having a heavier mouthfeel.
- I’m a sucker for the bottle design—simple yet suave, just like George Clooney.
Growth & Marketing, Saucey