Tequila is one of the most popular spirits in the world, and high-end tequila brands can command eye-watering prices. One of the most coveted ultra-premium tequilas on the market today is Clase Azul. With its striking hand-painted ceramic bottles and complex flavor profile, Clase Azul has become a status symbol among tequila aficionados. But what makes this tequila so expensive?
The History of Clase Azul
Clase Azul, which translates to “Blue Class” in English, was founded in 1997 by Arturo Lomeli. Lomeli comes from a long line of tequila producers in the Jalisco region of Mexico, the only place in the world where true tequila can be produced. He wanted to create a new brand that would appeal to premium tequila drinkers looking for the highest quality spirits.
The tequila itself is produced at the Productos Finos de Agave (PFA) distillery in the Jalisco Highlands. This distillery uses traditional production methods, including cooking agave in stone ovens and fermenting with wild yeasts. The Blue Agave used in Clase Azul is sourced from the Tequila Valley and grown for at least seven years before harvest. This extended growing time allows more complex flavors to develop in the piñas (agave hearts).
The Tequila
Clase Azul produces three core expressions:
Clase Azul Reposado
This tequila is aged for 8 months in American white oak barrels, resulting in delicate woody notes that complement the cooked agave flavor.
Clase Azul Añejo
Aged for 24 months, the Añejo develops richer oak influences along with vanilla, caramel and spice nuances.
Clase Azul Ultra
The Ultra expression is aged for a minimum of 5 years, taking on intense notes of cinnamon, chocolate and dried fruit. As the oldest Clase Azul, it shows the most complexity.
In addition to these core expressions, Clase Azul releases special multi-year aged editions periodically. These extra añejo tequilas can age for up to 8 years in barrels and tend to be the most expensive.
The Craftsmanship
One of the most striking aspects of Clase Azul is the beautiful handmade ceramic bottles the tequila comes in. Each bottle is handcrafted by Mexican artisans and individually painted, making every bottle unique.
The ceramic used in Clase Azul bottles originates from the state of Jalisco. It is specially formulated to be lightweight yet strong enough to hold the tequila securely. The artwork on the bottles is inspired by Mexico’s rich culture and ranges from patterns based on Aztec imagery to designs influenced by the Mexican countryside.
Several steps go into creating each individual decanter:
- Kneading and preparing the clay
- Shaping the bottle
- Applying a base glaze
- Painting the custom designs
- Firing the bottle multiple times to set the glazes and paint
- Adding final touches and polishing
The artisans must have a steady hand and expert skills to create these ornate bottles. Any mistake means the bottle must be discarded. This intricate hand craftsmanship significantly contributes to the high prices commanded by Clase Azul.
Limited Production
As a small, family-owned brand, Clase Azul only has access to a finite amount of aged tequila each year. The production is sourced from a single distillery using traditional methods. Each expression is also aged for years before bottling, which limits supply even further.
Clase Azul’s founder Arturo Lomeli specifically chose to keep production small and exclusive. This guarantees consistently high quality in each batch, while also making Clase Azul harder to acquire. The scarcity allows the brand to charge premium prices to match the demand.
According to the company, only about 10,000 liters of Clase Azul are produced annually. Compare that small number to a giant mass-market brand like Jose Cuervo, which produces over 3 million liters per year. This huge difference in scale is a major factor in Clase Azul’s elevated pricing.
Branding and Marketing
Meticulous effort has gone into developing Clase Azul as an ultra-luxury brand known for quality and prestige. From the beginning, it was positioned as a high-end spirit to compete with the finest scotches and cognacs.
Everything from the bottle design to the marketing materials conveys high value. Celebrities and influencers are often gifted elaborate Clase Azul packages to promote the brand on social media. It has collaborated on projects with Rolls-Royce, Cirque du Soleil, and major Hollywood awards events.
This kind of elite branding successfully clicks with the target demographic of affluent tequila enthusiasts and reinforces Clase Azul’s reputation as an iconic, must-have luxury product. In turn, consumers are willing to pay astronomical prices just to own a bottle.
Where is Clase Azul Sold?
Clase Azul has tightly controlled distribution and is not sold at ordinary liquor stores. Instead, it is mostly found at high-end restaurants, luxury resorts, and exclusive retailers. Typically, you’ll only see it at upscale establishments where paying $100, $200 or more for a quality tequila is commonplace.
The brand specifically cultivates partnerships with renowned hotels, celebrity chefs, and Michelin-starred restaurants. For example, Clase Azul Reposado is offered at many Ritz-Carlton properties and the Añejo features on menus at celebrity restaurants like Chef Jean-Georges Vongerichten’s Prime Steakhouse in Las Vegas.
This highly selective distribution reinforces the sense of scarcity and prestige, which further justifies the high prices. To enjoy Clase Azul, expect to pay top dollar at an exclusive venue or specialty spirits shop. It is not easily found at neighborhood liquor stores.
What Does Clase Azul Cost?
Here is a breakdown of typical Clase Azul prices in the United States:
| Expression | Average Retail Price |
|---|---|
| Clase Azul Reposado | $100 – $140 |
| Clase Azul Añejo | $140 – $200 |
| Clase Azul Ultra | $300 – $400 |
| Special Editions (8 year, 15 year, etc) | $400 – $1,800+ |
As you can see, even the most basic Clase Azul expression sells for over $100 per bottle at retail. The prices steadily climb for rarer aged editions, with the oldest releases costing several hundred to several thousand dollars.
On the resale market, collectors have been known to pay astronomical sums for coveted Clase Azul releases. In 2014, a one-of-a-kind bottle decorated with platinum and amber sold at auction for a staggering $225,000!
Is Clase Azul Worth the Price?
For most drinkers, Clase Azul is probably not worth paying triple digits for on a regular basis. While it is an exceptionally smooth, refined tequila, there are many award-winning alternatives at half the cost or less. Patrón, Don Julio 1942, and Casa Dragones offer comparable quality at similar aging levels for under $150 in most cases.
However, Clase Azul still attracts buyers willing to shell out big bucks. Devoted tequila fans admire the brand for continuing traditional production methods and respect the meticulous care that goes into each batch. The beauty and craftsmanship of the bottles also can’t be replicated. For aficionados or collectors seeking the pinnacle of prestige, Clase Azul occupies a top position in the luxury tequila category.
Those looking to experience the taste without breaking the bank can sometimes find Clase Azul by the glass at high-end bars and restaurants. But for the full experience of opening one of the splendid hand-painted bottles at home, expect to pay a hefty sum. Clase Azul has successfully positioned itself as one of the finest sipping tequilas around and priced it accordingly. The limited nature and elite aura make it highly coveted by those seeking one-of-a-kind spirits.
Conclusion
Clase Azul commands astronomical prices thanks to its emphasis on traditional production, meticulous craftsmanship, prestige branding, tightly controlled distribution, and limited annual output. Each decanter is a work of art, showcasing the skills of Mexican artisans. Enthusiasts are willing to pay top dollar to own a spirit of this quality and rarity. While not an everyday purchase for casual drinkers, Clase Azul occupies an elite niche as one of the most respected ultra-premium tequilas. For those who can afford it, the taste and aura make it highly desirable. Ultimately the quality, prestige, and scarcity surrounding Clase Azul justify why it costs so much more than comparable ultra-premium tequilas.