How Clase Azul Built A Billion-Dollar Tequila Business Beyond The Top Shelf [Forbes]
Diageo plc (DEO)
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Source: Forbes
By Chloe Sorvino , Forbes Staff I nside his modern home in the hills of Guadalajara, Mexico, Arturo Lomeli is eating one of his favorite foods—taquitos, piled high with crema, salsa and guacamole—as tequila is poured into crystal flutes around the table. The blue-and-white hand-painted ceramic bottles that Lomeli's brand, Clase Azul, has become famous for dot the room. Next up are mezcals in decanters painted a matte black, red or teal. And then there's the special edition añejo tequilas, featuring artisans from around Mexico. To the right of the overflowing lunch table, Lomeli starts pulling out more bottles from his bar—where a large surrealist-style portrait of Clase Azul's founder and CEO with a bird on his shoulder watches over his personal collection. “My spiritual soul was chosen to protect it. I'm the guardian. A Mexican messenger,” says Lomeli, 52, as sips of the $1,500 Dia De Los Muertos collection 2024 release—in a purple bottle featuring a metal skeleton playi
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