Men's Journal

A new partnership with the Mexican distillery finds the Hall of Fame rocker returning to his roots.

by Blaine McEvoy

Carlos Santana — one of the world’s greatest living guitarists — has joined the board of Casa Noble Tequila, one of the finest Tequila makers in the world. “We have come together because I love the tequila,” says Santana, who is now one of the owners of the Tequila, Mexico-based brand.

“Santana’s philosophy of quality and integrity is synonymous with Casa Noble,” says chairman and CEO Jose Hermosillo. “Through his life and music, Santana has dedicated himself to those same values, which are the key motivators behind this alignment.”

Casa Noble’s family-owned distillery produces handcrafted, organic tequilas which are three-times distilled (most tequilas are only distilled twice) for additional smoothness and clarity.

“Casa Noble and my family have the same origin — Jalisco, Mexico,” says Santana, whose father is a Huichol Indian from the region. “My family roots date back to the 1700’s in Jalisco. When I visited the distillery, I immediately felt spiritually connected to Casa Noble.”

Casa Noble on Tasting Panel Magazine

Casa Noble Tequila and Interview with Jose Hermosillo

Casa Noble Tequila is in a class of flavor all its own and we learn why as BourbonBlog.com‘s Tom Fischer interviews Casa Noble Tequila CEO Jose Hermosillo at Tales of the Cocktail 2010 in the video below. We taste the Casa Noble Crystal, Reposado, and Añejo Tequilas.


WATCH THE VIDEO

Tales of the Cocktail Features Casa Noble Tequila

ales of the Cocktail^® is an internationally acclaimed festival of cocktails, cuisine, and culture held annually in New Orleans, Louisiana. The event brings together the best and brightest of the cocktail community—award-winning mixologists, authors, bartenders, chefs and designers—for a five-day celebration of the history and artistry of making drinks. Each year offers a spirited series of dinners, demos, tastings, competitions, seminars, book signings, tours and parties all perfectly paired with some of the best cocktails ever made.

Casa Noble was proud to be included with their very own Tequila Tasting Room at the Tales of the Cocktail Festival. On Thursday, July 22, 2010 Casa Noble held an exclusive Journey of the Senses to educate the masters of mixology in The Bonnet Carre Room, of the Hotel Monteleone.


Hosted by the Co-Founder of Casa Noble, Jose Hermosillo, the rich heritage of Casa Noble came to life. Participants learned about the single-estate tequila - from the rich history to the production. The rare experience included sampling sweet cooked agave, feeling the actual limited addition French White Oak Barrels, and training senses to distinguish between the many distinct aromas of the Casa Noble Porfolio. Finally, sampling the exquisite Casa Noble Crystal, Reposado, and Anejo tequilas, how they were meant to be savored.  


The journey was topped off with a debut of two specially created USDA Certified Organic cocktails invented by two exclusive mixologists, and members of the USBG.