“Evoking passion to find and win your fans”

 

Seth Hillstrom:

We’re here with Casa Noble founder Pepe Hermosillo to talk about how he’s been able to share Casa Noble with the world in a way that evokes real passion for what’s in the bottle, and how it got there.
Pepe, thanks so much for joining us!

Thank you for the invitation, very happy to be with you!

Seth:

Let’s jump right in…Founded in 1997, you had the vision of creating an ultra-premium tequila at a time when the market for such a spirit was still in its nascency. What gave you the confidence that consumers would be ready for Casa Noble?

Pepe:

I don’t know if it was necessarily confidence, but I did see the opportunity. Tequila, although it has a long history, was really in an infancy on the world stage, so it only had room to grow and become a player amongst all the other categories.

Seth:

From the very beginning, you’ve always opted to tell your heritage story and encourage people to try Casa Noble to experience the difference – and while that’s becoming a more popular strategy now, it’s a departure from the traditional alcohol marketing blueprint that you were willing to make long before many others. Why?

Pepe:

We are very proud of our heritage, and people love stories of heritage, things that give a brand authenticity, personality, and something tangible to be attached to. It was clear to me since we started that the history would be a big part of the Casa Noble story.

Seth:

While respecting tradition and having the utmost regard for quality, you’ve still always been willing to experiment with your tequilas and have launched many variations over the years. What guiding principles are most important in ensuring all Casa Noble products are borne of the same standard of excellence?

Pepe:

No matter what we do it is always the same principle – to care for every single detail. The notion of not sacrificing even the smallest thing to achieve the best we can do is what makes Casa Noble stand out. This philosophy is what gives us our personality and uniqueness in our tequilas. This is how we started with our Casa Noble Single Barrels, first in the tequila industry. Also our Seleccion del Fundador, which are unique and very small batch, showcasing what tequila can be.

Seth:

Fast forward to 2014, and it’s clear that your hunches about consumer preferences had been correct. The market had really become prime for ultra-premium tequila, and you found an excellent partner to help you share your passion with the world, Constellation Brands. How has Constellation helped you realize greater opportunity for Casa Noble, and what do you think they do best in support of the brand?

Pepe:

For a variety of reasons we are very lucky to be part of Constellation Brands. Sales would be the most obvious due to the reach we have with such a powerful group, as well as on the marketing side. The incredible knowledge within the marketing teams and vast resources really put us at an advantage. But most important is the support and the resources to keep investing in improving our tequilas. One small example would be our barrels – nobody else in the tequila industry has the quality of barrels we have, new French Oak from the finest trees and best craftsman that cost anywhere from $1,000 to $5000 dollars each. By the way this is an image of the barrel maker and myself in the French forest picking our trees for our barrels.

Seth:

Finally, I’m excited to hear what’s next. How do you envision sharing your love of and passion for tequila with the next generation of drinkers? As Gen Z turns 21, how do you think you’ll be able to evoke a similar passion as we’ve seen amongst millennials who’ve been turned-on to ultra-premium tequila?

Pepe:

We definitely see the challenges of newer generations appreciating fine tequila and it is something we are constantly thinking about. However, we are confident that as these LDA individuals come into the fold that we can generate excitement around the unique history of our product. As we know, “Gen Zers” appreciate authenticity more than many other generations before them. That is largely the influence of social media and all the noise surrounding products. They are constantly in search for products to “discover” and make their own, and we are excited to be part of that quest with Casa Noble.

Seth:

Pepe, thank you so much for sharing your story with us today. We wish you continued success!

Pepe:

Thank you so much Seth, hope you come visit us some day here in Tequila, Jalisco. Salud! Pepe

Seth:

…I can’t wait! I would love to absorb the full experience. 

 

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