Casa Noble 100% Blue Agave Tequila

Undercover Magazine

Sun, 17 Jul 2011 09:19:00 GMT

Carlos Santana Buys Into Tequila Company

By Paul Cashmere

Salut to Carlos Santana. The great guitarist has moved on from guitar licks to salt licks. He has bought a piece of Casa Noble Tequila.

Santana is not only a shareholder, he has joined the board of Casa Noble Tequila.

"We have come together because I love the Tequila," Carlos Santana said. "Passion, dedication and integrity is what attracted me to Casa Noble Tequila. I feel at home with my new family at Casa Noble. They strive for excellence and don’t take shortcuts. Just like the music of Santana, one note or one drop… they are the same thing. You have to feel each note from your heart. Casa Noble and my family have the same origin--- Jalisco, Mexico. My family roots date back to the 1700’s in Jalisco. My father is a Huichol Indian. When I visited the distillery, I immediately felt spiritually connected to the Hermosillo family and Casa Noble. Together we celebrate the gift of life and all of the blessing that come with it. Together we can all make a difference in the world."

"Santana’s love for the spirit of Casa Noble and his commitment to this new partnership is exciting for everyone involved with our brand," says Casa Noble CEO Jose Hermosillo. "Santana’s personal philosophy of quality and integrity in the pursuit of perfection is synonymous with the Casa Noble brand of fine ultra premium Tequilas.”

“The linkage between Casa Noble & Carlos Santana will create broader recognition that Casa Noble’s triple distilled, organically certified tequila is truly one of the finest ultra premium spirits” says Hermosillo. "We have been exploring this partnership for some time. This is a natural synergy; Casa Noble Tequila is deeply rooted in the pursuit of quality, craftsmanship and tradition. Santana through his life and his music has dedicated himself to those same values which are the key motivators behind this alignment.”

Details of the deal have not been made public.

Santana is not the only rock star tequila company owner. Sammy Hagar owns the Cabo Wabo Tequila company.

Cigar Aficionado

Wed, 13 Jul 2011 06:30:00 GMT

Carlos Santana Part Owner in Casa Noble Tequila
Jack Bettridge

Guitar god Carlos Santana has joined Casa Noble Tequila as a part owner in the brand and a member of its board of directors. The move came as a result of the musician's professed interest in aligning himself with the spirit of Mexico, the country of his birth. Jose Hermosillo, chairman and CEO of Casa Noble, said Santana's representatives sought out the brand as a possible candidate, and they met in January for an extensive tour of the Jalisco, Mexico, distillery, after which they agreed in principle to Santana's participation. Hermosillo said, "We shook hands after the meeting and hugged it out, but of course the lawyers had a lot of work to do" to cement the deal, which was announced this week. The Tequila maker said that Santana was "very passionate and caring about the process and wanted to meet with the workers and spent a lot of time at the distillery" before arriving at the choice of Casa Noble as a brand to which he would affix his stamp. The guitarist, whose style is a mix of Latin-infused rock, jazz, blues, salsa, and African rhythms, was born in Jalisco, the Mexican state from which all spirits legally called Tequila arises. He later moved to Tijuana and later San Francisco. Santana has said about the partnership: "We have come together because I love the Tequila. Passion, dedication and integrity is what attracted me to Casa Noble Tequila. I feel at home with my new family at Casa Noble. They strive for excellence and don't take shortcuts. Just like the music of Santana, one note or one drop...they are the same thing. You have to feel each note from your heart." The CEO said that while in Jalisco, Santana, whose father is a Huichol Indian, traced his roots to 17th century Jalisco, when Tequila was born there. Santana's involvement with the company, which handcrafts single-estate organic tequilas in the crystal, reposado, and añejo styles, will be low-key at first, according to Hermosillo. They will begin with industry promotions and plan to continue commercial endorsements of the product. A video featuring the musician at the distillery has already been produced. Santana added: "Together we celebrate the gift of life and all of the blessing that come with it. Together we can all make a difference in the world."

Travel Retail & Duty Free Magazine, Casa Noble article

Mon, 18 Apr 2011 14:10:00 GMT

Tequila: Still King of the Americas

Casa Noble´s front man Pepe Hermosillo gets quoted several times on the latest issue of Travel Retail and Duty Free magazine, about why Premium Tequila is a category in full growth mode. "At Casa Noble we have experienced a growing acceptance because of our evident commitment to protecting our environment.."

Luxist Casa Noble Article

Mon, 18 Apr 2011 12:10:00 GMT

Casa Noble: Driving More Refined Tequila Consumption

by Unknown (RSS feed)

Apr 16th 2011 at 1:01PM

Tequila seems to have to fight for respect more than other spirits, such as whisky, rum, brandy and even vodka. Perhaps it's because Tequila seems to be more associated, in the U.S. with benders and beach parties rather than snifters and sommeliers.

But one of the small-volume craft Tequila producers helping to raise Tequila's image beyond the margarita is Casa Noble, a brand whose history dates back to the 1700s.

Casa Noble, which produces about 150,000 litters of Tequila of different ages each year, produces from a holding of about 3,000 acres of blue agave, about one-tenth that of Tequila giant Jose Cuervo (curve also buys blue agave from other growers). And Casa Noble's blue agave fields are mostly on slopes and hillsides, which stresses the plant, and the company believes produces a more complex tasting agave plant.

Another difference in Casa Noble's process to set it apart is the three distillations to which it subjects its spirit--traditionally, Tequila is distilled twice.

If the taste of Casa Noble's Tequilas seems deeper and slightly more complex than other brands, one of the reasons, says owner Jose "Pepe" Hermosillo, is the slow cooking of the blue agave "pineapples" before the juice is extracted. Some larger scale Tequila producers cook the agave in just six to eight hours in an autoclave, which works like a pressure cooker. Hermosillo compares the 36 hours or so of slow cooking in stone ovens to slow-cooking beans overnight in an iron pot versus using a pressure cooker. "Anyone can tell you the slow-cook method imparts a deeper, slightly smoky and sweet flavor that you can't achieve in fast cooking."

The majority of all reposado (aged Tequila) is aged in second-fill American Bourbon barrels. But Hermosillo says the charcoal on the inside of Bourbon barrels is too much for the flavor profile he is going for. Casa Noble uses new French oak barrels with a very light char on the inside. The distillery's Anejo Tequila spends two years in the barrel before bottling. Casa Noble Black spends five years in oak.

Tequila that is to become Anejo (minimum 1 year aging) goes into new casks. The Reposado (2 months to 1 year aging) goes into refilled casks. (More often at other distilleries, they will use newer casks for Reposado Tequilas and older ones for Anejo so that the wood affects the spirit more in a shorter time for the Reposado.) They refill the casks for Reposado 7 to 8 times.

It's important to remember that one year of aging in the Jalisco region of Mexico where all legitimate Tequila comes, is like five years of aging in Scotland because of the much warmer climate in Mexico. Indeed, most distillers say more than nine years of aging, unless it is done in hyper-controlled temperatures, sends the Tequila over the edge with too much wood in the flavor profile and mouth feel.

Casa Noble is also certified organic, the second brand in Mexico to receive the certification. That means it employs no fertilizers or chemicals in the cultivation of its blue agave, or in its distilling process. The distillery also has a treatment plant on site to render the waste liquids and solids as either useful compost or ph balanced liquid that won't foul the soil.

Fermentation of the agave liquid before distillation takes place with yeast as well naturally occurring yeast from the many fruit trees surrounding the cassia Noble hacienda and still house. Mango, lime, lemon and orange trees surround the quaint compound of buildings. This process is far preferable to the method of aiding fermentation in the 19th and early twentieth century: un-bathed workers swimming around the vats of liquid imparting their sweat and even urine to the mix.

Hermosillo believes that the U.S. market, the biggest for Tequila, is changing, and moving toward craft brands like Casa Noble. "As crafted Tequila like ours has entered the scene, more people are open to drinking Tequila on its own, in a nice glass, and experience the flavors and character...not just as a shooter or in a margarita."

Casa Noble was the first silver Tequila to get a double gold medal at the World Spirit Competition and was selected Best Tequila in Mexico by the Mexican Tequila Academy.

Here is the breakdown of Casa Noble Tequila expressions:

• Crystal (Silver) Tequila--$40: Tastes of minerals, white and red pepper, cinnamon, ripe mango, floral agave. Rounded and balanced flavor and finish. This is the un-aged 100% blue agave spirit.

• Reposado Tequila--$50: Aged for one year in French oak, the already excellent "bianco" takes on notes of vanilla,white chocolate and marzipan from the barrels.

• Anejo Tequila--$60: Aged for two years in French oak, the taste and finish here has added spice to the flavor profile of the Reposado.

• Single-Barrel Tequila $70-$100: Casa Noble ages its single-barrel Anejo five years, ($100) and two years for the single barrel Reposado ($70). The Anejo is especially complex with notes of dried fruit, butterscotch, vanilla, dark chocolate, brown spices, and smoky wood.

http://www.luxist.com/2011/04/16/casa-noble-tequila/

Paint It Forward!

Fri, 25 Feb 2011 11:26:00 GMT

UMCA Sports (www.umcasports.com), in its latest stride in giving back to sport and inner city populations, has created Paint It Forward! Art That Saves Lives, an evergreen cause marketing activation that promotes sports artwork exhibitions and auctions during professional sports biggest events throughout the year.

Proceeds from the auctions were donated to charity partners that provide youth development and gang reduction solutions for at risk youth & young adults.

Paint It Forward created synergy between the artistic community, celebrity entertainment, and NBA sports fans during All Star Weekend through an exclusive auction and special sport art exhibition featuring paintings/drawings of NBA All Stars and/or Hall of Fame basketball legends.

The exhibition and auction took place during a private VIP evening celebration at The California African American Museum.

http://www.facebook.com/album.php?aid=266398&id=37698120059

Best Tequila Brands

Fri, 25 Feb 2011 11:26:00 GMT

http://www.bestcovery.com/best-tequila-brands

Local Libations: Persimmony Margarita - By Kat Durant

Fri, 25 Feb 2011 10:12:00 GMT

Happy New Year everyone! I’m thrilled to be kicking off the Local Libations column of 2011, I’m looking forward to another year of tasty eats and delicious drinks here on RecipeRelay. This week Brianna brought me some Fuyu persimmons and Barris limes left over from her Fruits of Winter Salad. The limey-persimmony base of her salad dressing immediately inspired thoughts of a margarita adaptation. Margaritas are best when made from fresh ingredients instead of mixes packed with mystery chemicals and sugars. The basic building blocks of a fresh margarita are tequila, lime and ice. From there you can add other fruit, sugar and a salted rim – whatever suits your fancy.

The next step to creating an ethically minded margarita was to locate a good organic tequila. Production of tequila relies upon the successful planting, growing, and harvesting of blue agave or A. tequilana. It can take this desert succulent up to 12 years to mature. As a result of the increase in popularity and demand for tequila in the 1990’s A. tequilana and other wild agave were exploited leaving a shortage that could have jeopardized the tequila industry and its vital economic role for rural farmers in Mexico. In response, the Mexico based Environmental Studies Group (GEA) is tackling issues caused by abusive agricultural practices in the tequila industry. Through a local growers’ organization called Sanzekan Tinemi, GEA helps rural farmers in Guerrero state learn how to sustainably farm a wild species of agave.

Brianna found an excellent organic blanco tequila, Casa Noble. It is smooth, buttery and floral with a touch of sweetness. We wanted to create a simple drink that didn’t mask the complexity of the Casa Noble. The persimmon had a creamy texture that fit perfectly with this smooth, high quality tequila. There was a harmony between the persimmon, the lime and the tequila that was pleased my palate and left me wanting more.

Serves 1 - Prep time: 5 minutes - Tools: Blender, knife, citrus juicer, shot glass
Ingredients:

2 oz tequila
1 lime (I used Barris limes, they look very much like lemons here)

1 persimmon
1 tsp Agave nectar (you can leave this out if you prefer a less sweet drink)
1 handful of ice

Cut persimmon in half and spoon out soft flesh into blender, add juice of 1 lime to blender, 2 oz tequila, a teaspoon of agave nectar, ice and blend until smooth. Pour and enjoy with a slice of lime.

http://reciperelay.com/persimmony-margarita-local-libations/

Casa Noble in BurbonBlog's list of best spirits of 2010 and recommended for 2011.

Fri, 25 Feb 2011 09:40:00 GMT

Video: http://www.youtube.com/watch?v=-LB5ccWRbMc&feature=player_embedded#at=33

TaylorMade Golf Pro´s in Puerto Vallarta

Thu, 10 Feb 2011 11:56:00 GMT

The 2010 TaylorMade Golf International PRO AM was celebrated proudly with Casa Noble in hand as the “best of the best” gathered to tee off in Puerto Vallarta, Mexico. The TaylorMade Invitational is an event reserved specifically for the top eighty TaylorMade-Adidas Golf Staff Professionals accompanied by amateur partners and guests who team up to compete with friends and colleagues nationwide.

The tournament proved to be suspenseful and dramatic up to the final moment. Kyle Flinton from Oklahoma City, OK, was awarded top honors and top shelf tequila for his outstanding efforts.

To view the results of the four day extravaganza, please visithttp://www.taylormadeinvitational.com/results.asp.

944 Magazine January "Casa Noble is The Napa of Tequila..."

Mon, 31 Jan 2011 01:33:00 GMT

944 Magazine December 2010 - Editor's Selects Casa Noble

Sun, 30 Jan 2011 12:42:00 GMT

WReport Magazine - Best of the Agave

Sat, 29 Jan 2011 17:40:00 GMT

Diets in Review.com

Thu, 27 Jan 2011 09:59:00 GMT

Skinny Margarita

A Casa Noble margarita made with fresh lime and agave nectar.

Per serving: 198.8 calories, 0g fat, 18.6 carbs, .1g protein

Yield: Serves 1

Ingredients

2 oz Casa Noble Crystal
1 oz fresh lime juice (or the juice of 1 whole lime)
¾ oz La Sierra agave nectar (or other organic agave nectar)

Instructions

1. Combine all ingredients in a shaker with ice.
2. Shake, strain and serve up or on the rocks.
Garnish with a lime wheel.

http://www.dietsinreview.com/recipes/skinny-margarita/

Imbibe Magazine

Thu, 27 Jan 2011 09:43:00 GMT

One With Heart

Artisanal tequila and mezcals we love.

Cocktail and spirits geeks can’t get enough of artisanal tequilas and mezcals, and in our January/February issue, writer Paul Clarke tastes through 16 blanco tequilas and mezcals that showcase the breadth of character this style can possess. Not wanting to stop at blancos, we recently rounded up 14 reposado and añejo tequilas and mezcals and were just as impressed by the results.

Casa Noble? Aged one day shy of a full year in lightly charred, French white oak barrels, this reposado was a favorite among our tasting panel for its approachable, yet complex notes of sweetened agave, fresh lime and sea salt. Its smoky, vanilla finish makes it great for sipping.?

$49, drinkupny.com

http://www.imbibemagazine.com/Best-Artisanal-Tequilas-and-Mezcals

The Bachelor Guy

Thu, 27 Jan 2011 09:41:00 GMT

Casa Noble at the Ultimate Guide to Gifting Liquor

http://www.thebachelorguy.com/your-ultimate-guide-to-gifting-with-liquor.html
www.thebachelorguy.com

Mr.Latino Magazine, Casa Noble Añejo article

Thu, 27 Jan 2011 07:43:00 GMT

http://www.mrlatinomagazine.com/ml2010certified/tequilas/casa_noble_anejo.html

EcoLuxe.com Holiday Gift

Thu, 23 Dec 2010 15:23:00 GMT

Look out for Casa Noble in the EcoLuxe.com Holiday Gift Guide!

http://www.mydigitalpublication.com/publication/?i=54781

Tequila Añejo Extra Casa Noble Single Barrel

Thu, 23 Dec 2010 13:11:00 GMT

Luxyry Rules www.luxuryrules.com

Nelly and Casa Noble, time to celebrate!

Thu, 23 Dec 2010 13:04:00 GMT

Nelly know ERTHING goes better with Casa Noble!

Who's on your Holiday List this year?

Thu, 23 Dec 2010 12:40:00 GMT

The Perfect Gift: Casa Noble and Tony award winning, Marissa Jaret Winokur, staring in hairspray and dancing with the star.