Gallo distributing new tequila brand

The Camarena family is one of the elites of the Mexican tequila industry, with generations-long creation of the lovely spirit.

Now, the top U.S. seller of wines has teamed up with one branch of the family to distribute the new Familia Camarena brand in both silver and reposado styles in several domestic markets.

E.& J. Gallo Winery is selling the basic tequila at a suggested retail price of $20 for the 750ml bottle, initially in outlets in California and Nevada and then to be rolled out in other U.S. markets.

Gallo led all wine sellers to the U.S. market last year, with about 68 million cases last year under about 60 brands, according to Wine Business Monthly.

In the Camarena family lineage, three generations ago there were three Camarena brothers, each of whom founded a tequila company of his own -- El Tesoro, Cazadores and Casa Casco Viejo (recently renamed Casa Camarena).

Familia Camarena Tequila is produced by Casa Camarena, which was founded by Don Agustín Camarena in 1938 and which has produced brands including Casco Viejo and Don Agustín, among others.

Mauricio Camarena, sixth-generation family member and agave director for Familia Camarena Tequila, said:

“Tequila making is in my family’s blood. It is not a job or hobby, but a way of life. Today, almost 75 years after bottling our first tequila in 1938, it is a true honor to continue my family’s legacy with a 100% blue agave tequila that showcases the rich history and exciting future ahead for the Camarena family.”

You can go here for my interview with another Camarena -- Mauricio's cousin Carlos, head of Tequila Tapatia, maker of El Tesoro.

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