Clase Azul GOLD Expression Makes the Case for $300 Tequila

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It can pay handsomely to be at the right place at the right time, and for an upstart tequila producer trying to break into a crowded space, the right time was 2007. The right place proved to be the nascent luxury segment of the tequila market, though nobody really knew it at the time. When Clase Azul founder Arturo Lomeli launched a $1,2000 bottle of five-year-old Clase Azul Ultra tequila, the idea was to make a temporary splash rather than to launch a perennial favorite.

In the decade following, growth in the top end of the tequila market has exploded, manifesting itself most visibly in the sale of George Clooney-backed Casamigos to Diageo for a cool $1 billion. Clase Azul has been along for that ride, producing ultra-premium tequilas packaged in distinctive, handcrafted ceramic bottles that have fetched as much as $30,000 each. When approached in…

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