In honor of their quarter-of-a-century milestone, Clase Azul is digging into their roots.
As of Jan. 25, the company has shifted its name from Clase Azul Spirits to Clase Azul Mexico— a fitting choice Mexico’s first ever luxury spirits brand.
“As a fully Mexican-owned and operated brand, ‘Clase Azul Mexico’ represents our origin and who we are,” explained founder and CEO Arturo Lomelí. “We will continue to offer the highest quality tequila and mezcal but look forward to introducing new ways of expressing our Mexican heritage.”
This is about more than just labels. As part of its year-long 25th anniversary celebration, the name evolution also marks the start of a new era for the brand and its offerings, which will be rolled out throughout the year. The rebranding is led by creative director Miguel Hernandez.
“We are honored at the opportunity to expand the world of Clase Azul by offering new experiences and products beyond our tequila and mezcal,” president Juan Sanchez said. “Our efforts will continue to resonate with our purpose of sharing the magic of Mexican culture.”
Last year, the luxury spirits brand welcomed visitors to Los Cabos, Mexico to journey through the world of Clase Azul through A Taste of Culture experience. Building on its success, more immersive projects are in the works, including The Clase Azul Loft in Dumbo, Brooklyn; an experiential space in San Miguel de Allende, Mexico and a distillery and visitor’s center in Jalisco, Mexico.
In addition to the name, the most immediate change can be seen right on the bottle.
“One of the most prominent changes will be the evolution of our brand logo,” Hernandez said. “Until now, the agave insignia has been an accurate representation of our involvement in the world of tequila and mezcal. As we transform into much more than a spirits brand, we are adopting a new emblem that offers a timeless view of a bright future full of possibilities.”
The new Clase Azul emblem is made of three main elements. The center circle represents the company’s transformative spirit, while the smaller, navy “brushstrokes” symbolize the human touch of culture, art and craftsmanship. It is all pulled together by the muted gold leaves, which illustrates nature.
“We’re born of Mexican soil, which provides us with the invaluable resources to be able to make our exquisite creations,” Clase Azul explained.