A behind-the-scenes look at Clase Azul Destinations
The premium tequila brand Clase Azul is a statement-maker in the spirits industry. On-shelf visual appeal is centered around its bell shape and ornate ceramic design; off-shelf, its spirit is known in the Mexican luxury sector for its sweet and rich flavor profile. Notable for its spirit, the brand is also known as an agent for Mexican culture, translating the country’s intricate artisanal abilities, varied landscapes, and specialties into a product to be enjoyed. And to give back to such a special culture, the brand created its own foundation, Fundación con Causa Azul, as a non-profit organization to protect and promote Mexican folk arts.
Courtesy of Clase Azul.
From spirits to hospitality in San José del Cabo, Mexico
Last fall, the brand took a bright turn from spirits to the lifestyle field, opening its first luxury travel experience named Clase Azul Destinations in San José del Cabo, Mexico. The exquisite space includes a boutique, restaurant, bar, omakase counter, and private tasting experience for those looking to get one-on-one with the growing brand. And on their way home, visitors can shop at a special boutique at the international terminal at the Los Cabos Airport—a space that offers a taste of what the brand distills best.
Courtesy of Clase Azul.
“Clase Azul Destinations was created to offer our clientele a more immersive experience with our brand and with Mexico,” explained Héctor Gaytán, Vice President of Clase Azul Destinations. “It’s our next step as we transition from a spirits company into the first Mexican luxury house. We are excited and honored to expand our horizons as we build this new milestone representing a new era for us.”
Courtesy of Clase Azul.
Inspired by Mexican heritage
Ultimately, this transition means positioning itself within the general luxury lifestyle sector, rather than just spirits. While tending to grow laterally by purchasing independent companies within their niche, Clase Azul has recently chosen to expand horizontally by direct-to-consumer business through hospitality, namely through a good old Mexican sobremesa. This traditional affair—where guests linger around the table as they chat, sing, and enjoy time together after a meal, usually tequila in hand—is a cornerstone of Mexican culture. Because Clase Azul already had the tequila part taken care of, it decided to create an elevated landscape for its liquid libations to be enjoyed in, starting with its Clase Azul Destination experiences at The Shoppes at Palmilla in San José del Cabo.
Courtesy of Clase Azul.
Clase Azul Los Cabos has been imagined by an in-house design team and outfitted with Mexico’s best, featuring luxury and state-of-the-art amenities. Aside from the white and blue marble brought from Brazil, all elements were sourced across Mexico to showcase the country’s incredible artisanal nature—from woodwork and tiling to vegan agave leather.
Courtesy of Clase Azul.
Three establishments with exceptional offerings
“You can find the colors and shapes of Cabo, mixed with textures and materials of our most recognizable decanters, handmade mosaics, ceramics, and local design in every corner of the space. Our intention was to show that there is artistry everywhere, which is a reflection of this amazing country,” said Gaytán.
The two-wing property features a direct entrance to a Clase Azul boutique that features the brand’s tequilas—from its latest releases to rare bottles and special editions. Behind the boutique is the oval-shaped Clase Azul El Bar, which rests in a large surrounding space that encompasses the restaurant, Clase Azul La Terraza. There, an omakase bar looking out onto the rolling desert hills and regional flora awaits visitors. Each of these three areas functions as standalone dining establishments, as well as en bloc.
Courtesy of Clase Azul.
A Taste of Culture Awaits
A separate entrance guides guests into an exclusive tasting room, urging visitors to disconnect and tune into their senses through the “A Taste of Culture” experience. The welcome space is a dark gallery that serves as an introduction to the brand. A private tasting room follows, seating eight in an intimate degustation that includes an unprecedented menu of Clase Azul icons and suggested accompaniments ranging from sour beer to fortified wine and cocoa bitters and more. This private sector features a discreet connecting door with the restaurant, inviting guests to continue their experience after the tasting within the boutique and bar and restaurant.
Courtesy of Clase Azul.
Food and beverage rooted in culture
The food and beverage team cultivated the atmosphere of a high-end restaurant and bar with a meticulous menu and high-end servicing. Curated by the brand’s Creative Chef Iván Arias, Clase Azul La Terraza restaurant features dishes from the brand’s gastronomical journey from Jalisco to La Baja. A cult favorite is the torta ahogada with birria meat, celebrating the brand’s origins and elevating them in modern Mexican fashion. The ingredients for all dishes are sourced regionally, forming a network with local producers to promote sustainable business and fair-trade practices.
“Los Cabos, Baja California Sur is well known to be one of Mexico’s most important premier tourist destinations, but even more relevant to us is that it was the first destination to recognize the value and importance of our brand and purpose,” said Gaytán.
Courtesy of Clase Azul.
