Can Casa Noble Redefine Premium Tequila? Jose (Pepe) Hermosillo: The Forbes Interview [Forbes]
Constellation Brands, Inc. (STZ)
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Source: Forbes
Can Casa Noble Redefine Premium Tequila? Jose (Pepe) Hermosillo: The Forbes Interview In recent years Constellation Brands owned Casa Noble has emerged as one of the fastest growing premium Tequila brands in North America. Recently we sat down with Jozse (Pepe) Hermosillo, one of Casa Noble’s founders and VP Mexico of Constellation Brands to discuss Casa Noble’s brand and marketing strategy. JM: Your family has been in the tequila business since the 18th century. That makes you one of the oldest tequila producers in Mexico. You are a seventh-generation member of your family in the tequila trade. How did you feel about the sale to Constellation Brands? JH: Tequila started in my family in the 1700s with my eighth-great-grandmother, who married the brother of Pedro Sanchez de Tagle, who is widely recognized as the first person to officially make tequila. My family acquired an estate in Tequila and produced tequila for the next 300 years. Cenobio Sauza then purchased the property, makin
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