Celebrities. They're so good at, well, being celebrities, with the acting and the smiling and the making people like them, but when they step out of that realm, the results can be mixed. Celebrity-owned restaurants have flopped, celebrity-designed clothing lines have been mocked, celebrity-driven charities have been exposed as farces. And yet they keep at it, because you've got to do something with your spare time. And so actor and humanitarian George Clooney has come out with a tequila which people will no doubt buy just because of his involvement, regardless of its quality. It's called Casamigos, and I tasted it last night while watching celebrities celebrating themselves at the Oscars. But here's the thing about George Clooney's Casamigos Tequila: It's excellent.
I'm not surprised, because he partnered with the right people to make it. Casamigos is a group effort, with Clooney hooking up with his longtime pal Rande Gerber, who owns the Gerber Group of bars (Whiskey Blue, Stone Rose, Lilium, etc.) as well as Mike Meldman, founder and CEO of Discovery Land Company. Gerber's a serious authority on nightlife because his company has been successful at creating sleek and stylish bars, often found in W Hotels, that remain popular for the long term, while other nightlife operators are happy to make a quick hit before packing up and moving on. He's also Clooney's neighbor: they own vacation homes adjacent to one another in Cabo San Lucas, Mexico.
The story goes that the two longtime pals loved tequila so much that they decided to make it for themselves, with their initial batches intended to share among family and friends. But the feedback was so positive that they expanded it into a proper enterprise, and now bars and restaurants across the country are beginning to stock Casamigos. Casamigos, which is made from 100% Blue Weber agave, comes in two expressions: blanco, which is the clear stuff, and reposado, which is "rested" in oak barrels for seven months before bottling.
I poured myself a small glass of the reposado as Seth MacFarlane started his monologue and gave it a swirl. It's a gorgeous, light amber color, and it smells divine, with aromas of sandalwood and vanilla. On the palate it's pure pleasure: smooth, smokey, and mildly sweet, featuring the vegetal note of the agave without the bitter ick factor found in cheap tequilas. I tasted faint whispers of artichoke and honey, as if the savory and the sweet were doing a sexy dance together. I gave my wife a taste. Her observation was that it tasted like George Clooney, by which I hope she meant it tasted smooth, sophisticated, complex, and fun.
It's not Gerber's first foray into the spirit world. He partnered with Roberto Serralles to launch Caliche rum last year, which is also quite tasty. With Casamigos, he's building a spirit empire to supply his nightlife empire. Sounds like synergy to me.
Casamigos Blanco has a suggested retail price of $48 a bottle, while Casamigos Reposado goes for an even $50. I've tasted tequilas that cost three times that, but they're nowhere near three times as delicious. Nice job, guys. Maybe we can hang out and drink tequila some time. Those vacation houses in Mexico must have some guest rooms, right?
[Photo: Andrew Macpherson]
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