George Clooney enters mezcal market

Hollywood heartthrob George Clooney and his business partner Rande Gerber have added a mezcal to their Casamigos Tequila range priced at £44 a bottle.

Housed in matte grey bottles that are finished in a 190-degree oven, Casamigos Mezcal will go on sale on 1 April in the US, UK, Australia and Canada. The ‘joven’ (young) expression is made from 100% Espadin agave from Santiago Matatlán in Oaxaca.

The agave hearts, known as ‘piñas’, are ‘cooked’ in wood-fired earthen pits for six days and are then left to cool for a day. Fanatical about quality, Clooney and Gerber taste every batch of mezcal produced.

According to Forbes, the “subtle” mezcal offers notes of “mint, oregano, and thyme” alongside “tamarind and mango”, and has an “unusually long finish”.

“We were given mezcals to try a few years ago and there was one we really loved and knew would one day become part of our Casamigos family,” Gerber told Forbes.

Clooney and Gerber hit the headlines last June when they sold their fledgling brand to Diageo for $700 million with the potential to earn a further $300 million from the deal based on the brand’s sales performance over the next decade.

According to Gerber it’s business as usual at Casamigos after the Diageo deal. “Our involvement remains the same. Nothing has changed. We love what we do and it’s all we drink,” he told Forbes.

He and Clooney are planning to expand their mezcal range in the near future with older expressions.

Having started out as a pet project to enjoy with friends and family, over the last five years Casamigos quickly earned the celebrity seal of approval and has become the fastest-growing super premium Tequila brand in the US. The brand produced 170,000 cases of Tequila last year.

2 Responses to “George Clooney enters mezcal market”

  1. Charles says:

    Oh well this ought to give the UK brand ambassador a bit more to do once he has married Princess Eugenie!

  2. c bialowrs says:

    10,000 cases but we cal it small batch mezcal . What marketing BS to over price a nice mezcal, there are better for less. no wonder a company that puts out 3 tequilas and 1 mezcal can sell for a billion.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Fine Wine Sales Executive

Roberson Wine
London, UK

Account Manager - London Trade Sales

Bancroft Wines Ltd
London, UK

Brand Manager

Elixir Distillers
Park Royal, London UK

Marketing Assistant

Speciality Brands
Park Royal, London, UK

Key Account Manager

MMI Maldives
Maldives

Financial Controller

London City Bond
Barking, UK

Duty Manager

The Whisky Exchange
Great Portland Street, London

Spirits Advisor

The Whisky Exchange
London, UK

International Sales Manager

Elixir Distillers
Park Royal, London, UK

Millésime Bio 2020

Montpellier,France
27th Jan 2020

Maisons Marques et Domaines Annual Tasting

London,United Kingdom
29th Jan 2020

Austrian Wine Tasting

London,United Kingdom
3rd Feb 2020
Click to view more