by Andrew Chalk
The ultra premium tequila brand Clase Azul recently celebrated 15 years of being in business. In planning the event, the creative and business management of the company went back to first principles. They stood for authenticity, supporting the traditional crafts of Mexico, and acting in a sustainable manner. For example, every bottle of Clase Azul is different, because it is hand made. Over 100 artisans in a single town mold, paint and decorate each bottle. Non toxic ceramic paints and hand made brushes are the tools and equipment, and each bottle takes a full two weeks to complete. The final article is a work of art and if you buy a bottle start your own collection.
After discussion, Clase Azul decided to commission 15 Mexican artists to each design a Clase Azul bottle. The artists would not be restricted to the traditional painted ceramic design but could work within the context of four traditional Mexican products: amber, Olinala, talavera and tequila. Master Distiller and General Director Arturo Lomeli said “The past fifteen years has been a journey I could not have imagined for myself or our company. We introduced Clase Azul to the world because of my dream to produce outstanding tequila and deliver it in a genuinely authentic bottle which reflected the rich artistic history and style of Mexico”.
The whole project took two years to bring to fruition and the fifteen completed bottles were unveiled for the first time at a special ceremony at Rosewood’s Las Ventanas al Paraiso resort in Los Cabos at which I was fortunate to be a media guest. The bottles were later sold at an auction where 100% of the profits were donated to the Fundación con Causa Azul A.C., a non-profit group which funds the arts throughout small villages in Mexico.
Below, Master Distiller and General Director Arturo Lomeli with artist Bibiana Huber and Mariana Muñoz Couto of Uriara te Talavera takes us through the 15 anniversary bottles.
