Casa Dragones: Tequila with a Pedigree

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 …

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Booze Business Launches Web Series “Shakers and Stirrers:” Debut Episode with Brenne Whisky’s Allison Patel

Shakers and Stirrers is a web series produced by the Booze Business blog in association with Warwick Street Productions and Illium Pictures.

Last year I blogged about Allison Patel, founder and owner of Brenne Single Malt Whisky from France in a posting called, From Ballet to Booze.

I found Allison’s story and brand so amazing that it inspired a video series that we are calling Shakers and Stirrers. This first episode can be found on our YouTube channel. (The episode is below or you can access it here.)

The intent of the series is to take a close look at the new breed of innovators and entrepreneurs who are changing the booze business. It delves into understanding their motivations, their vision and the obstacles they encounter.

We hope you enjoy this inaugural episode and please let me know what suggestions you might have for other profile candidates. Leave a message in the comments section or email me at arthur@boozebusiness.com

(If you are receiving this by email and can’t access the video below, click here.)

Don’t forget to subscribe to Booze Business on YouTube today.…

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