Legendary supermodel Cindy Crawford gets into tequila business with Casamigas Jalapeño

Crawford’s Casamigas is an offshoot of Casamigos, the tequila company founded by George Clooney, and sold for $1 billion to Diageo.

What started as a private label for personal consumption that turned into a global brand beloved by tequila lovers has quite a story that began in Los Cabos, Mexico.

The story goes that long-time friends George Clooney and Rande Gerber (Cindy Crawford’s husband) were on vacation in the southern tip of Mexico’s Baja peninsula and developed a love for tequila. Dissatisfied with what was available, they went on to create their own.

That’s how the super-rich are different from you and me. If you don’t like the liquors on your vacation, make one for your personal enjoyment and later sell it for $1 billion.

The personal project soon evolved into something bigger. In 2013, Clooney, Gerber and businessman Mike Meldman founded Casamigos Tequila, named after their vacation homes in Mexico.

From private label to $1 billion tequila company

Gerber told Business Insider in 2017, “Casamigos really started by accident as far as a company. As you do in Mexico, we would drink a lot of tequila. We’d go out to bars and restaurants and bartenders would recommend them. Some were good, some not so good, and some expensive. There came a point where George turned to me and said, ‘Why don’t we create one that’s perfect for us?’”

“We wanted one that didn’t burn going down, that was super smooth, and had the right flavor profile. One that we didn’t have to mix—typically we drink it straight or on the rocks—that we could drink all day long and not be hungover in the morning.”

Gerber, Clooney and Meldman worked on the creation of Casamigos in Jalisco, Mexico for years, and held many blind tastings until they got it right. “It was never intended to be released to the public. It’s all we serve at our homes in Mexico, so it’s literally our house tequila,” the three founders said.

In 2017, only four years after they launched Casamigos, the brand was bought by British liquor company Diageo for a whopping $1 billion ($700 million with an additional $300 million deal for expansion over the next 10 years).

Clooney said in 2018, “If you asked us four years ago if we had a billion dollar company, I don’t think we would have said yes. This reflects Diageo’s belief in our company and our belief in Diageo. But we’re not going anywhere. We’ll still be very much a part of Casamigos. Starting with a shot tonight. Maybe two.”

Enter Crawford’s own tequila in 2024

A renowned supermodel who rose to fame in the 1980s and 1990s, Cindy Crawford joins several celebrities that own tequila brands. There’s Adam Levine’s Calirosa, Dwayne “The Rock” Johnson’s Teremana, Kendall Jenner’s 818, Eva Longoria’s Casa del Sol and LeBron James’ Lobos 1707, among others.

Crawford’s Casamigas Jalapeño is an offshoot of Casamigos. According to Crawford’s Instagram post two days ago, on April 9,  her tequila is “a spicy jalapeño tequila for everyone who likes it hot.”

Page Six says, “Crawford and Gerber came up with the idea—100% blue Weber agave tequila that’s naturally flavored with jalapeños—six years ago while watching the sunset. Gerber designed the label that includes Crawford’s lips, as well as the model’s signature beauty mark.”

Casamigas Jalapeño is now among Casamigos’ range of tequilas that include Casamigos Blanco, which is crisp and clean with notes of citrus and vanilla, and perfect for sipping neat or mixing in cocktails. Casamigos Reposado, which is aged for seven months in American oak barrels, and has a smooth and balanced flavor profile with hints of caramel and oak. Casamigos Añejo, aged for 14 months in the same oak barrels, and boasting a rich and velvety texture, with flavors of toffee, chocolate, and baking spices. Casamigos Mezcal, which is made from 100% Espadín agave, and is a smoky and complex spirit with earthy notes and a smooth finish.

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In her heyday, Crawford was one of the most recognizable faces in fashion. She began her modeling career when she was discovered by a newspaper photographer at 16, and soon signed with Elite Model Management and moved to New York City.

In 1998, Cindy Crawford married businessman Rande Gerber (she was married to actor Richard Gere from 1991 to 1995).

Crawford and Gerber met at a barbecue hosted by mutual friends in 1995 and began dating shortly afterward. They tied the knot in a romantic ceremony in the Bahamas. The couple has two children, son Presley Walker Gerber and daughter Kaia Jordan Gerber, who are following in their mother’s footsteps as models.

Tequila cocktails you can make at home

Tequila’s distinctive flavor profile adds depth and complexity to cocktails. Produced only in designated regions of Mexico with strict regulations, tequila makes for a perfect base for cocktails.

Wet ½ rim of rocks glass with lime wheel or wedge, then dip into salt mixture. Combine all ingredients into a tin shaker. Muddle mint (and jalapeño if using). Add ice, shake vigorously and fine strain into rimmed rocks glass. Add fresh ice and garnish.

Combine all ingredients into a tin shaker. Muddle jalapeño if using. Add ice, shake vigorously and fine strain into a rocks glass. Add fresh ice and garnish.

Wet 1/2 rim of glass with lime wheel or wedge, then dip into salt mixture. Combine all ingredients into a tin shaker. Muddle serrano/cilantro. Add ice, shake vigorously and fine strain into rimmed rocks glass. Add fresh ice and garnish.

Wet 1/2 rim of glass with orange wheel or wedge, then dip into salt mixture. Combine all ingredients into a tin shaker. Add ice, shake vigorously and strain into a rimmed rocks glass. Add fresh ice and garnish.