Hola Amigos and welcome to the world, Casamigos; an immersive slice of Mexico served on the sunny shores of Cape Town.
The launch of Casamigos in South Africa comes after enjoying international appeal with its founders, long-time close friends George Clooney, Rande Gerber and Mike Meldman, who sought to offer consumers a refined tequila experience that is leisurely enjoyed in the company of loved ones.
Casamigos, directly translated as House of Friends is the brand ethos which celebrates the magic of friendships, and the cherished unforgettable moments that bind these connections together through laughter and warmth. Casamigos embodies connection and how great moments are made memorable through the values of friendship.
According to its original founders, the brand was never meant to be released publicly as it was meant to be enjoyed in their homes and in the presence of their friends and family in Mexico.
Whilst that may be the background, Casamigos has since opened its casa (home) to a wider audience the world over, and most recently in South Africa with a grand launch hosted at the luxurious Baptiste Rooftop at The Marly, Camps Bay.
Over-looking the port of South Africa’s south-west coast and peninsula beneath the imposing enchanting Table Mountain, the launch boasted a catalogue of friends of the brand, media and influencers in a stunning atmosphere themed around “the House of Friends” in line with Casamigos brand purpose; hosting taste connoisseurs and culture enthusiasts; some of which were cast of Real Housewives of Cape Town – Beverly Styen, Entrepreneur and Fashion Guru – Diane Paris, Digital Content Creator and Fashion Enthusiast Melody Molale to name a few. It was an ambient evening that brought to life a slice of Mexico with a South African flare celebrating moments of joy and laughter amongst longtime friends and newly formed connections.
“We are thrilled to introduce Casamigos Tequila to the South African consumers who are a vibrant audience ready to elevate their tequila experience,” says General Manager Southern Africa and Indian Ocean of Diageo, Andrew Ross. “At the heart of South African culture is the spirit of celebration with friends and loved ones, hence there is always something to raise a glass to and we believe Casamigos is the perfect celebration drink to elevate those cherished moments,”
Casamigos Tequila boasts a wide range, offering connoisseurs a variety of choice with three leading variants available to the South African market. Consumers will be able to enjoy; Blanco – crisp and clean with hints of vanilla and sweet agave; whilst Reposado is soft and silky with hints of cocoa and caramel making for a silky texture with a medium to long smooth finish, and lastly Anejo with a more distinct complex profile – striking the perfect balance between the sweetness of soft vanilla, caramel and blue weber agaves with the subtle hints of spice and barrel oak allowing for a lingering smooth finish.
“Casamigos Tequila delivers a unique experience to consumers as a tequila brand that has carved its own niche and defies the status quo; redefining how tequila is enjoyed, giving consumers the freedom to unapologetically explore new occasions and perfect serve options with those they love in the spirit of true friendship”, mentions Ifeoma Agu, Head of Culture, Influencer & Advocacy for Diageo Southern, West & Central Africa. She also added that Casamigos is about being in the moment as it caters to consumers craving a slower and more meaningful way to connect.
It was an unforgettable afternoon celebrating the launch of Casamigos with festivities leading into the early evening characterised by immersive and sensorial experiences, with Cape Town’s elite in attendance.
Consumers wanting to enjoy Casamigos can look forward to a Johannesburg edition whilst continuing to follow the brand’s activities that will continue to run throughout the festive season under the Kove Collection and Casamigos Saturdays partnership.