What Casamigos Tequila does

Casamigos Tequila is an ultra-premium spirits brand co-founded in 2013 by George Clooney, Rande Gerber, and Michael Meldman, with Schuyler Joyner as a founding partner, and acquired by Diageo plc in 2017 for up to $1 billion (approximately 50x revenue). The company produces tequila and mezcal from 100% Blue Weber agave grown in Jalisco's clay soils, using slow-roasting and extended fermentation to deliver its signature smoothness. Its core product portfolio includes Blanco, Reposado, Cristalino, Añejo, Mezcal, and Jalapeño expressions, with ready-to-drink extensions (Casamigos Margarita premix launched July 2025 in the US, and FIFA World Cup 26 Crafted Cocktails).

The brand operates a marketing-led GTM model built on celebrity co-founding, high-profile event sponsorships (notably FIFA World Cup 2026), and multi-channel distribution through Diageo's network spanning retail, on-premise, and the casamigos.com direct e-commerce storefront. Casamigos serves premium and ultra-premium spirit consumers across social, celebratory, and sporting occasions, and has expanded into adjacent consumer occasions through ready-to-drink cocktails and the co-founded non-alcoholic Crazy Mountain beer brand. The operating company (Casamigos Spirits Co., LLC) maintains US import and distribution operations from White Plains, NY, with the brand operating as a subsidiary of publicly traded Diageo plc. The portfolio earned 50+ industry awards in 2025 across competitions including the San Francisco World Spirits Competition, International Wine & Spirits Competition, and London Spirits Competition.

Name

Casamigos Tequila

Legal name

Casamigos Spirits Co., LLC

Website

https://casamigostequila.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Casamigos Tequila is a Diageo-owned ultra-premium tequila and mezcal brand co-founded by George Clooney, producing 100% Blue Weber agave spirits for premium consumers across social, celebratory, and sporting occasions, with expanding RTD cocktails and event-driven global sponsorship.

Ownership category

akta.pro rank

Product category

Premium Spirits

NAICS

Distilleries (31214)

SIC

Beverages (2080)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

Keywords

• Ultra-premium tequila
• Agave spirits production
• Ready-to-drink cocktails
• Mezcal beverages
• Blue agave distillery

Headquarters

HQ city

London

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel

Revenue model

1. Tequila and Mezcal Product Sales: Direct product sales of ultra-premium tequila and mezcal products through retail, e-commerce, and on-premise channels. Portfolio includes Blanco, Reposado, Cristalino, Añejo, and Mezcal expressions.
2. Ready-to-Drink Cocktails: Pre-mixed margarita products launched in July 2025. Diageo expansion into RTD spirit category with Casamigos premix products contributing to the $13.6 billion RTD market.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Casamigos Tequila produces and markets ultra-premium tequila and mezcal distilled from 100% Blue Weber agave grown in Jalisco, Mexico. The brand's portfolio spans Blanco, Reposado, Añejo, Cristalino, Mezcal, and flavored expressions, and has expanded into ready-to-drink (RTD) canned cocktails and crafted cocktails co-branded with the FIFA World Cup 26.

Product overview

Casamigos Tequila is an ultra-premium spirits brand offering a portfolio of award-winning tequila and mezcal products, co-founded by George Clooney and acquired by Diageo in 2017 for up to $1 billion. The brand's product line includes signature tequila expressions (Blanco, Reposado, Añejo, Cristalino, Jalapeño) and Mezcal, all made from 100% Blue Weber agave grown in Jalisco's rich clay soils. In 2025-2026, the brand expanded into ready-to-drink (RTD) beverages with Casamigos Margarita (pre-mixed margaritas launched July 2025) and FIFA World Cup 26™ Crafted Cocktails (limited edition RTDs for the 2026 World Cup). The portfolio is distributed globally through Diageo's spirits network.

Differentiator

Problem solved

Functional benefit

Brands

• Casamigos Margarita: Ready-to-drink pre-mixed margarita available in two flavors, launched as part of RTD expansion
• Casamigos Crafted Cocktails
• Crazy Mountain

Products and services

• Casamigos Blanco Unaged ultra-premium tequila bottled at 80 proof after slow-roasting and fermentation of 100% Blue Weber agave, marketed for sipping neat or in premium cocktails.
• Casamigos Reposado Reposado tequila aged seven months in American oak ex-bourbon barrels, positioned as a sipping tequila for ultra-premium spirits consumers.
• Casamigos Añejo Añejo tequila aged 14 months in American oak ex-bourbon barrels, targeting connoisseurs seeking a darker, oak-influenced sipping spirit.
• Casamigos Cristalino A crystal-clear aged tequila produced by filtering Añejo through activated charcoal to remove color while preserving the oak-aged character.
• Casamigos Mezcal Mezcal made from 100% espadín agave using traditional Oaxaca production methods, expanding the brand beyond tequila into the broader agave spirits category.
• Casamigos Jalapeño Flavored tequila expression within the brand's flavored portfolio, marketed alongside other innovations to younger spirits drinkers.
• Casamigos Margarita (RTD) Pre-mixed canned ready-to-drink margarita made with Casamigos Blanco tequila and real lime juice, sold in four-packs at retail for at-home consumption.
• Casamigos Crafted Cocktails Co-branded ready-to-drink cocktail line developed as the Official Cocktail of the FIFA World Cup 26, distributed through Diageo's on-premise and FIFA Fan Festival channels.

Quantifiable outcome

• 50+ awards won in 2025
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Gabrielle UnioncoreGTM or Marketing Partner · 1 March 2026Celebrity partnership featuring Gabrielle Union in the 'Team Spicy' campaign promoting Casamigos pre-mixed margaritas during FIFA World Cup 2026, with joint appearances at MetLife Stadium and campaign slogan 'Rivals at the game, Casamigos at the bar'.
• Keegan-Michael KeycoreGTM or Marketing Partner · 1 March 2026Celebrity partnership featuring Keegan-Michael Key in the 'Team Classic' campaign promoting Casamigos pre-mixed margaritas during FIFA World Cup 2026, with joint appearances at MetLife Stadium and campaign slogan 'Rivals at the game, Casamigos at the bar'.
• FIFAflagshipGTM or Marketing Partner · 1 January 2026Casamigos is an official sponsor of FIFA World Cup 2026, with brand activations featured at all 13 official World Cup viewing spaces across the U.S., Canada, and Mexico, including the Philadelphia Fan Festival with nearly 55,000 visitors per day.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Don Julio: Ultra-premium tequila portfolio owned by Casamigos' parent Diageo, head-to-head in the same super-premium/on-trade occasion set and shelf space; closest direct substitute for Casamigos Blanco, Reposado and Añejo.
• Casa Dragones: Ultra-premium small-batch sipping tequila focused on luxury hospitality and gifting; competes at the very top of the super-premium tier where Casamigos Añejo/Cristalino play.
• Patrón Tequila: Bacardi-owned ultra-premium tequila with similar celebrity/celebrity-adjacent brand building and overlapping super-premium positioning; competes for the same on-premise and gifting occasions globally.
• 1800 Tequila: Beam Suntory-owned premium tequila (Silver, Reposado, Añejo, Cristalino) targeted at the same mixing and gifting occasions as Casamigos, particularly in off-premise retail.
• Clase Azul: Ultra-premium hand-crafted tequila line sold in decanters; competes in the same super- and ultra-premium shelf set and uses hospitality/experience-driven marketing analogous to Casamigos.
• Avión Tequila: Super-premium tequila known for celebrity endorsement (formerly tied to Adam Levine/39 Estates) and Pernod Ricard distribution; parallels Casamigos' celebrity-plus-premium positioning.
• DeLeón Tequila: Celebrity-linked (Diddy's earlier endorsement) luxury tequila line sold in decanters; competes for the same gifting, on-premise VIP and limited-edition occasions as Casamigos.
• Jose Cuervo: Largest tequila producer worldwide with Tradicional, Reserva de la Familia and other premium expressions; occupies similar on- and off-premise retail slots and competes for margarita occasion share.

Emerging players

• Teremana Tequila: Dwayne 'The Rock' Johnson-founded celebrity-backed tequila; embodies the same celebrity-equals-marketing model as Casamigos and is gaining premium retail share rapidly among a younger consumer base.
• Casa Lumbre: Independent craft spirits house behind Santo Tequila and other agave brands; competes in the ultra-premium and craft/crossover segments that are pressuring legacy players like Casamigos.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCZLPH7lKL_M1a4uYQnCdpMg
• Facebookfacebook.com/casamigostequila
• Instagraminstagram.com/casamigos
• LinkedInlinkedin.com/company/casamigos-tequila

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Casamigos Tequila