When shoppers consider tequila, many first may consider the bottle of their favourite model or cocktail containing the spirit. However for these working within the trade, visuals of agave plant fields are entrance and heart. For Casa Maestri Distillery, displaying care and dedication to its fields is how the distiller developed its status as a premium-quality and aggressive tequila model.
“We take a extremely proactive method to nurture and replant our agave fields in San Julian, Jalisco,” says Celia V. Maestri, CEO and co-founder at Casa Maestri Distillery/Tequila, Jalisco, Mexico. “The agave plant is central to tequila manufacturing, and we perceive the significance of sustainable harvesting practices. We intently monitor the expansion cycles and allow them to succeed in their optimum maturity earlier than harvesting.
“Moreover, we now have established meticulous cooking and fermentation processes that guarantee the best high quality of tequila,” she continues. “We embrace the unpredictable nature of agave progress, accepting that fluctuations in provide are a part of the trade whereas sustaining our dedication to high quality sourcing.”
Maestri explains that as a result of Casa Maestri Distillery owns its personal agave fields it provides the corporate a layer of safety by way of provide chain disruptions.
“By controlling our supply of uncooked supplies, we mitigate dangers related to fluctuating costs, availability from exterior suppliers, or potential crises affecting agricultural manufacturing within the area,” she says. “This built-in method permits us to make sure constant high quality and provide whereas sustaining nearer relationships with our cultivation processes.”
This method has helped the corporate’s flagship product ― Casa Maestri Tequila ― thrive out there.
“[O]ur tequila is produced utilizing conventional strategies in artisanal ovens, which imparts a particular flavor profile that’s laborious to copy,” Maestri explains. “The standard of our tequila is outstanding; it’s crafted with meticulous consideration to element from the number of agave to the final bottling course of.”
Packaged in handcrafted ceramic bottles that ship past being a protecting vessel for the tequila, the packaging is designed as a murals to reinforce shoppers’ total expertise, Maestri notes. Casa Maestri Tequila is also priced to evoke a aggressive premium-quality tequila that’s accessible, she provides.
“When shoppers attempt our tequilas, they’re typically pleasantly shocked by the depth, character, and smoothness of the spirit, resulting in repeat purchases and enthusiastic suggestions to family and friends,” Maestri says.
But, it’s not simply shoppers who’ve acknowledged the premium high quality of the tequila model.
“Our Casa Maestri Tequila portfolio offers a various choice to fulfill varied shopper preferences,” Maestri says. “This consists of our acclaimed aged tequilas, such because the 10- and 12-year further añejo alternatives, which have obtained a number of awards. Our Blanco tequila was acknowledged as the perfect tequila globally at this yr’s WSWA Entry Stay, whereas our Añejo impressed 200 sommeliers on the Worldwide Style Institute in Brussels tasting occasion; this profile has not earned the prestigiously acknowledged ‘Crystal Award.’ Notably, our 10-year aged tequila gained Better of Present in 2024.”
Though Casa Maestri Tequila is central to the distiller’s id and the spine of its portfolio, Maestri notes that the corporate will introduce new manufacturers to diversify the portfolio.
“Past Casa Maestri, we’re happy with our different regular manufacturers that preserve the identical dedication to high quality, authenticity, and innovation similar to Doña Celia Tequila, Caballo Azul, Agave Growth, Id Spirits, and so on., making certain a various portfolio that caters to totally different shopper tastes and preferences,” Maestri says.
The distiller additionally has expanded past tequila with its sister spirit, mezcal.
“[W]e have expanded to incorporate mezcal crafted from high-quality Spadín Maguey from Oaxaca, which is understood for its smoothness and well-balanced flavor with out overwhelming smokiness,” Maestri says. “Our progressive offerings, like Café Tequila and Piña Colada Tequila Cream, additionally present distinctive experiences and have a good time Mexican spirits’ wealthy heritage.”
Casa Maestri Distillery is continuous to ship on these experiences with a number of releases on the horizon.
“Among the upcoming merchandise embody Reserva de MFM Small Batch, Casa Maestri Tequila Añejo Cristalino and Casa Maestri Single State tequilas,” Maestri says. “Moreover, we’re engaged on an progressive product referred to as Agave Growth Margarita, which goals to introduce a juvenile and recent tackle ready-to-drink Margaritas; we’re introducing eight pleasant flavors in enjoyable agave piña shared bottles which can be merely exceptional. Our dedication to increasing our portfolio permits us to succeed in a wider viewers and entice new generations to our model.”
Sharing the information
As an organization celebrating the Mexican tradition and traditions, Casa Maestri Distillery is also fostering a neighborhood that empowers feminine management and achievement.
“As a women-owned firm, we take immense delight in fostering an surroundings that champions feminine management and empowerment,” Maestri says. “With 90% of our workforce comprised of girls, we actively promote gender equality and inclusiveness in our operations. This ideology not solely conjures up our group but additionally influences our company philosophy. We imagine that selling ladies’s contributions enriches our firm tradition and encourages collaboration and innovation, which finally strengthens our model id.”
This firm tradition mixed with Casa Maestri Distillery’s deep information of the tequila making course of, additionally has fostered an organization that’s actively sharing the wealth by providing contract manufacturing to these interested by supporting the burgeoning tequila market.
“At Casa Maestri, we imagine that everybody deserves the chance to pursue their imaginative and prescient, and our journey has impressed us to assist others understand their desires,” Maestri says. “After we established our distillery, we acknowledged that our experience in tequila manufacturing may empower aspiring model creators.
“By providing contract manufacturing companies, we’re not merely operating a enterprise; we’re creating legacies,” she continues. “The influence we go away goes past profit; it extends to enriching lives and communities, making certain that our shoppers go away a significant footprint within the tequila world.”
Maestri explains that to develop a tequila model, the method is easy and cost-effective.
“We now have a devoted group of 4 ladies who expertly handle our buyer relations,” Maestri says. “They information shoppers by way of every step, providing customized help tailor-made to their specific tasks and ambitions.
“From preliminary idea discussions to navigating the complexities of manufacturing and branding, our group ensures that shoppers have a complete understanding of each facet of the method,” she continues. “We emphasize the significance of thorough planning, together with market analysis and shopper preferences, to assist them obtain their objectives and understand their desires within the aggressive tequila panorama.”
Maestri explains that the corporate advises its prospects to attend till a product is totally developed and able to enter the market earlier than in search of import companions.
“This method ensures that each one facets of the tequila, together with style profile, packaging, and branding, are full and well-defined,” she says. “By having a finalized product, manufacturers can current a sophisticated and cohesive picture to potential import companions, which will increase the probability of a profitable partnership. Moreover, understanding the market positioning and shopper suggestions on the finalized product permits manufacturers to make knowledgeable selections about their distribution technique and the fitting companions to have interaction.”
This technique comes because the U.S. spirits market is coping with some uncertainty. Nevertheless, Maestri notes that regardless of this, Casa Maestri Distillery’s operations has remained steady.
“Whereas varied components, together with financial fluctuations and altering shopper preferences, current challenges, we now have managed to create a strong basis that permits us to adapt,” she says. “The resilience we’ve constructed, together with robust relationships in distribution and a loyal buyer base, has positioned us effectively even amid these unsure instances.”
The corporate’s stability aligns with U.S. shoppers nonetheless more and more turning to the tequila spirit.
“The U.S. tequila market continues to face out because the main class inside the spirits
trade, firmly sustaining its place because the No. 1 selection amongst shoppers,” Maestri says. “Not solely has it sustained its quantity in gross sales, however current information signifies a slight progress trajectory, reflecting an growing appreciation for tequila. This progress might be attributed to quite a lot of components, together with a wider acceptance of tequila throughout various demographics and its rise in recognition as a premium spirit.”
One of many components that Maestri talked about, various demographics, comes because the market is seeing an evolution of who is popping to tequila as their spirit of selection.
“The everyday shoppers are actually predominantly women and men aged 40 to 70 who’re in search of gratifying experiences,” she says. “This demographic tends to worth high quality over amount and is extra inclined to pick out premium spirits for social events. This shift in shopper habits contributes not solely to the expansion of the tequila market but additionally fosters a stronger sense of neighborhood round this beloved spirit.”
Maestri notes that these traits have helped the Casa Maestri portfolio thrive.
“Our offerings have proven constant stability, alongside a noteworthy progress charge, which we attribute to our dedication to producing high-quality tequila at aggressive costs,” she says. “We prioritize sustaining excellence throughout all aspects of manufacturing, from sourcing the finest substances to optimizing our distillation strategies. Our status for high quality has allowed us to draw new prospects and retain present ones.”
Regardless of all of those constructive developments, tariff talks have loomed over the spirits market. Presently, tequila shouldn’t be impacted by tariffs as a part of the United States-Mexico-Canada Settlement (USMCA) compliant items
“We take into account ourselves lucky relating to potential tariffs, notably as a result of tequila has a denomination of origin standing that protects it from such commerce obstacles,” Maestri says. “The truth that tequila is constructed from agricultural merchandise, primarily agave, distinguishes it and helps safe its market place. This protecting standing gives us peace of thoughts, permitting us to deal with our progress and high quality fairly than market volatility on account of tariffs.”
Because of this protecting standing, Casa Maestri Distillery is wanting ahead to new developments within the years to return to attach with right this moment’s shopper wants.
“We now have an thrilling array of tasks on the horizon for this yr, together with the event of non-alcoholic drinks and ready-to-drink choices aimed toward interesting to new generations of shoppers,” Maestri says. “These progressive choices are a part of our dedication to adapt to altering shopper preferences and to broaden our attain.
“Moreover, we now have plans to launch a number of extra tasks in 2026 that can additional improve our product lineup,” she continues. “The spirit of Casa Maestri Distillery is filled with gratitude for our accomplishments to date, and we stay eager for a vivid future filled with new alternatives and continued progress within the trade.”
