Serious tequila enthusiasts identify strongly with their favorite brands. Now, a tequila is transforming the equation, using an immersive experience to create customized, unique decanters that reflect the personality of their owners. And it’s not just any tequila—it’s Clase Azul, one of the most awarded, sought-after, and beloved tequilas in the world.
Step Into the Timeless World of Fairmont, Where Iconic Hotels Meet the World's Most Remarkable DestinationsCosmos dives deep into three different aspects of each participant’s personality through an immersive questionnaire. Energy determines the base color of the decanter: black for lunar energy or white for solar. Elements of one’s personality are connected to the fundamental elements of nature: fire, earth, air, and water.
Jonatan González, creative innovation vice director, adds that the decanters are not meant to be a one-time-only experience: “The experience seeks to create a decanter that reflects who you are while participating in the experience,” he says. “Like you, this reflection can change over time. One can visit the Cosmos experience and revisit the following year and end up with completely different decanters.” Each decanter, and its accompanying experience, retails for $850.
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