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.
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.