Casamigos

Casamigos began in 2013 as a private project among George Clooney, Rande Gerber, and Mike Meldman. The trio intended to create a tequila they personally enjoyed, with no initial plans for commercial sale. They collaborated with a master distiller in Jalisco, Mexico, spending years perfecting the recipe. The name blends the Spanish words casa (house) and amigos (friends), translating to "house of friends." The brand launched commercially that same year and quickly developed a following.

In 2017, Diageo acquired Casamigos for $700 million upfront, with an additional $300 million earn-out based on performance over ten years. The deal valued each bottle at nearly $500, reflecting the brand's rapid growth. Casamigos was named "Supreme Brand Champion" of 2022 by The Spirits Business, cited as the fastest-growing spirit brand that year. The company produces blanco, reposado, and añejo tequilas, all made from 100% Blue Weber agave in Jalisco, Mexico. A mezcal line launched in 2018, and a salted caramel flavored liqueur debuted in 2024.

Casamigos occupies the ultra-premium segment of the tequila market. Its sleek, minimalist black-and-white labels and heavy reliance on celebrity endorsements from Clooney and Gerber have defined its marketing strategy. The brand avoids traditional mass-market advertising, instead focusing on targeted digital campaigns, social media, and high-end event sponsorships. Annual sales are estimated between $500 and $600 million, with the United States accounting for roughly 80% of revenue. The brand is available in over 50 countries.[edit]