Tequila brand appoints first UK brand ambassador

casamigos tequila george clooney

Activity to promote Casamigos Tequila is being stepped up with the appointment of a bartender to the new role of UK brand ambassador.

Sam Plummer, who was previously at The Regency Hyatt Hotel’s Churchill Bar, The Met Bar and The Dorchester in London, will work with bartenders to highlight the quality and the versatility of the range.

Introduced in the UK last year through distributor Cellar Trends, Casamigos is made 100% from Blue Weber agave, available as a blanco, reposado and añejo. The small-batch super-premium tequila was originally launched in the USA three years ago by a team including actor George Clooney.

Sam said: “I have always loved tequila and am excited by the fact that, through the smoothness and approachability of the Casamigos brand, we can start to see a change in consumption patterns and try to further reduce the salt and lime culture.

“I want to educate people on the elegant nuances of the brand’s portfolio as individual, character-filled spirits to be sipped and savoured neat or on the rocks, as well as excite my fellow mixologists with the versatility of the spirit as a great product to make really great cocktails.”

Casamigos is made from agave plants grown in the rich red clay soil and cool climate of Mexico’s Jalisco Highlands for at least seven years. After harvest, the agave piñas are roasted in traditional brick ovens for 72 hours before undergoing an extra-slow fermentation process for 80 hours – nearly double the industry standard.

The blanco is rested for two months while the reposado and añejo are aged for seven and 14 months respectively in American white oak barrels, which have been reconditioned after being used to age premium whiskey.

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