Blue Class – which sells bottles ranging from $ 100 to $ 30,000 each – is served in a very exclusive business, including movie premieres, the Screen Actors Guild Awards and celebrities.
The label has come a long way since its launch in 1997. Mexican founder Arturo Lomeli admits his first tequila was cheap, “terrible” and packed with a mustache hat and stockings.
Lomeli decided to go back to school to earn an MBA in luxury marketing to raise her brand. It is quickly understood the value of developing a superior product in a single package
Blue Class Tequilas are now sold in hand painted ceramic bottles, they are in the shape of hand decorated pepper and massive style restaurant grinders.
“We started thinking in terms of exclusivity, in terms of giving the best possible to those who can really appreciate it,” he said.
Class Blue bottles can be used as vases once tequila is finished.
Lomeli said it was known as a high-end artisanal tequila in 2007 when it threw a dark amber bottle $ 1,200 Ultra Blue Class.
It was simply to cause a stir in the tequila scene, rather than becoming a sustainable product.
“We did not imagine we would be in the business of selling super-expensive bottles regularly,” he said.
Lomeli believes that it is fortunate to have thrown their luxury spirits when the North Americans took the taste of the superior tequila.
US sales of high-end and “super premium” tequila increased by 67% over the last decade, slightly higher than sales of the cheapest varieties, according to the Council of Distilled Spirits.
The highest Blue Class offer priced at $ 30,000 includes a bottle of ceramic nailed objects such as amber and 24 carat gold. A collection of 15 of these luxury bottle was created to celebrate the 15th anniversary of Blue Class.
Blue Class This bottle is decorated with hundreds of amber stones. The box is made of 24 carat gold.
The Blue Class spirits are made in Mexico, but Lomeli does not intend to market the product to his compatriots – even though he sells a few bottles to wealthy American tourists in the resorts of Cancun and Los Cabos.
Instead, Blue Class focuses on export markets in the US. And Europe.
“We did not decide to sell the Mexicans from the beginning … because it is difficult to make them change their preferences,” he explains.
In 2016, the company sold 234,000 Blue Class bottles, with sales in the United States of 46% over the previous year.
Blue Class Tequila
A selection of Tequila Blue Class offers.
Lomeli said the tequila is meant to savor, not mix a cocktail or a shot.
“We want people to enjoy tequila, erase this poor memory that everyone has on poor tequila,” he said. “You can enjoy and enjoy to the fullest without faces”.