"Each bottle is a work of art," said Manager Kang Da-won during a media tasting event for the Mexican premium tequila brand Clase Azul, held at the 'Hanryang' bar in Apgujeong, Gangnam, Seoul.
Kang explained that even bottles with the same design differ in color intensity and line thickness because artisans hand-paint each one.
"Just as the bottle is a piece of art, our goal is to create the finest tequila inside," Kang expressed confidently.
Clase Azul combines traditional Mexican craftsmanship with premium spirits. At the event, four types of tequila and one mezcal were introduced, along with explanations of their production processes, aging methods, and unique characteristics.
The high prices, reaching hundreds of thousands of won, are attributed to the handcrafted ceramic bottles and the meticulous selection process for the raw materials.
Founded in 1997 in Mexico, Clase Azul is now sold in 101 countries worldwide and began operations in South Korea in 2021.
To promote Mexican traditional art and culture, Clase Azul insists on using ceramic bottles. The flagship product, 'Reposado,' features a white ceramic bottle adorned with blue patterns, while 'Gold' combines glass and ceramic.
The top-tier product, 'Ultra,' is decorated with platinum. After consumption, the bottles can be repurposed as vases or decorative items.
The tequila production method is also a distinguishing factor. Clase Azul uses Blue Weber agave cultivated for six years.
The heart of the harvested agave is cooked at low temperatures in traditional stone ovens for 72 hours, followed by fermentation and double distillation to create the raw spirit. The company notes that only 35% of the middle portion is selected for use.
Each product has a different aging period. 'Plata' is unaged, 'Reposado' is aged for eight months in American oak barrels, and 'Añejo' is aged for 25 months. 'Gold' is a blend of different aged spirits.
The prices range from around 300,000 won for Plata, mid-400,000 won for Reposado, and low 700,000 won for Gold. Añejo is priced around 1.5 million won, while Ultra has been sold for 5.5 million won in domestic department stores.
The high prices of Clase Azul reflect the lengthy production process, from raw material cultivation to distillation, aging, and handcrafted ceramic bottle creation. The company reports an annual tequila production of about 800,000 liters, emphasizing the rarity of its products over mass production.
In July, Clase Azul unveiled four limited-edition tequilas priced in the hundreds of thousands of won to the general public at the '2026 Seoul Bar & Spirit Show.' These included products themed around the Mexican traditional festival 'Day of the Dead' and commemorative items for the North and Central America World Cup.
Clase Azul aims to transform tequila consumption culture in South Korea, moving away from the traditional practice of consuming it quickly with salt and lime. Instead, the brand promotes savoring the aroma and flavor slowly, similar to whiskey, or enjoying it with food.
Kang stated, "We use stemmed glasses for all tastings to enhance the experience of aroma and flavor."
* This article has been translated by AI.
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