When passion and expertise meet, extraordinary tequila emerges

Bob Pittman, a tequila aficionado and Bertha González Nieves, a certified tequila expert and first woman to be named Maestra Tequilera by the Academia Mexicana de Catadores de Tequila, founded Casa Dragones in 2008. At $275 per bottle, it is both exceptional and aspirational.

As the story goes, Bob Pittman (founder of MTV, CEO of Clear Channel) has spent many summers in San Miguel de Allende, where he has a home, and over the years became a true tequila lover. In 2007, he and Bertha met at a party and talked about their mutual passion for tequila. Bob shared his dream of creating one. Bertha told him that she always wanted to become an entrepreneur. Together they set on a quest to deliver a true sipping tequila, smooth enough to sip, with no “wince factor.” A short time later, the two founded Casa Dragones.

I don’t know Bob Pittman but I know Bertha González very well. She and I worked together when she was the Commercial Director North America for Jose Cuervo International and I was a consultant/advisor to the company. Actually, Bertha had a number of positions at JCI, under the leadership of Carlos Arana, including business development, new products and brand management. In short, she knows tequila and how to run a tequila enterprise.

While at JCI, I marveled at her ability to balance the whims of the Beckmann family (owners of Cuervo) and the arrogance of Diageo (distributors at the time). Clearly Bertha’s wit, intellect and charm came in handy.

Here’s an example – when asked in an interview a few years ago whether anyone ever mixed anything with Casa Dragones, Bertha’s reply was, “not in front of me.”

The Product

I guess the first thing everyone says about the original Casa Dragones tequila is the price tag. If you’re a particular type of spirits consumer, it’s worth it. It’s a 100% Blue Agave Joven Tequila, crafted in small batches. Joven tequila is a rare blend of silver tequila and extra aged tequila. It’s a style rarely used and it took both Bertha and a master distiller, coaxed out of retirement, over a year to perfect the blend.

So, it’s tequila to be sipped and savored and never, ever mixed. Trust me, it’s not like any other tequila you’ve ever tasted. But don’t take my word for it – Wine Enthusiast gave it a 96 and here is what Tequila.net had to say about it.

From the soil to the Agave plant to the craftsmanship to the bottle – this is not tequila to use in a margarita or even as a shot. Like the lady said, sip it.

But, if you must drink your tequila in a cocktail, they have recently introduced Casa Dragones Blanco, 100%Blue Agave silver

tequila designed to be served on the rocks or in signature craft cocktails developed by leading chefs and mixologists. Cocktails like San Miguel, Pink Panther and my favorite, Michelada Primaverde, described on the website as follows:

James Beard Award Winning Mixologist and Owner of New York City’s P.D.T (Please Don’t Tell), Jim Meehan has created the Michelada Primaverde exclusively with Tequila Casa Dragones Blanco. A mixture of dry vermouth and tomatillo juice is complemented perfectly by a splash of Victoria beer and a spicy, salted rim for a refreshing, summer cocktail.

The Blanco sells for $75 for a 750 ML. Feel better now?

It’s All About Mexico

As to the heritage, the elite cavalry that helped spark the Mexican independence movement inspires the name. La Casa Dragones, the original 17th century stables still standing on a street in San Miguel de Allende, is the spiritual home to the tequila.

What makes Casa Dragones especially unique is that it is thoroughly Mexican. A product that comes from the lowlands and the rich soil of the Trans-Mexican volcanic belt; a formula based on the merging of the traditional art of tequila making combined with an innovative process; a product designed for a consumer who is looking for quality and authenticity. It’s the real deal.

It’s also about Bertha Nieves González and her passion for tequila and innovation. So add her to the list of Booze Business’ Shaker’s and Stirrers – the new breed of alcohol industry entrepreneurs.

Just don’t let her catch you drinking the Joven product with a mixer.