What Does Your Tequila Say About You? Clase Azul México Tells Its Story With Personalized One-of-a-Kind Decanters
Serious tequila enthusiasts identify strongly with their favorite brands. Now, a tequila is transforming the equation, using an immersive experience to create customized, unique decanters that reflect the personality of their owners. And it’s not just any tequila—it’s Clase Azul, one of the most awarded, sought-after, and beloved tequilas in the world. The customization experience, called Cosmos, is debuting exclusively at Clase Azul La Terraza Los Cabos, the luxury house of the brand’s Mexican-owned and -operated hospitality arm, Clase Azul Destinations.
Each Decanter’s Design Is Determined by the Customer’s Unique Personality
More from Robb Report
Cosmos dives deep into three different aspects of each participant’s personality through an immersive questionnaire. Energy determines the base color of the decanter: black for lunar energy or white for solar. Elements of one’s personality are connected to the fundamental elements of nature: fire, earth, air, and water. Understanding how the subject faces change, and adapts to it, determines the element and the decanter’s tonality.
For air, dashes of light blue; for water, a deep-blue hue with copper overtones. Earth gets a brown and green mineral tint, while fire has a reddish rust color with shades of burnt sienna. Lastly, the customer’s birthdate is represented on the decanter’s base in one of 12 symbols designed by the Cosmos creative team. While the decanters will be designed based on customers’ personalities, the team has sole control over the design process and does not take requests.
A Tequila Worthy of Its Decanter
As exciting and innovative as the decanter is, the liquid inside is thrilling as well. Each one-liter decanter contains an añejo expression of Clase Azul’s world-famous tequila, aged for 12 months in American whiskey casks and then finished in Champagne casks. The tequila and the decanters are exclusively available at the Clase Azul Los Cabos boutique at The Shoppes at Palmilla, part of the Clase Azul Destination in Los Cabos, Mexico.
Decanters That Can Evolve Along With Us
The Cosmos experience is a reflection of Mexican philosophy and lifestyle. “Mexico has always been home to many cultures, which have different ways of seeing and understanding human existence,” says Héctor Gaytán, vice president of destinations and boutiques at Clase Azul. “The Clase Azul Cosmos experience will allow customers to look inward to explore and understand who they are, [and] will allow them to embrace their individuality by seeing it expressed in a custom tequila decanter they can take home.”
Jonatan González, creative innovation vice director, adds that the decanters are not meant to be a one-time-only experience: “The experience seeks to create a decanter that reflects who you are while participating in the experience,” he says. “Like you, this reflection can change over time. One can visit the Cosmos experience and revisit the following year and end up with completely different decanters.” Each decanter, and its accompanying experience, retails for $850.
Cosmos is Clase Azul’s first customization experience, and one of the many facets of the Clase Azul La Terraza Los Cabos luxury destination. Visitors will encounter the La Terraza restaurant, a boutique, a mixology experience at El Bar, and an omakase and immersive tasting experience called A Taste of Culture. Clase Azul is Mexican-owned and -operated and supports Mexico’s artisanal community through Fundación Causa Azul, a nonprofit organization collaborating with artisan communities to improve their quality of life and preserving Mexican folk art as part of the country’s cultural heritage and legacy. In addition to its iconic tequilas, Clase Azul has just released its third mezcal, Clase Azul San Luis Potosí, which is made in Estación Ipiña, a small community of around 250 inhabitants.
For more information on the Cosmos experience and Clase Azul La Terraza Los Cabos, visit claseazul.com.
Sign up for Robb Report's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
