Cristalino Takes the Tequila World by Storm
In the early 2000s, Juan Domingo Beckmann, founder of Maestro Dobel Tequila and eleventh-generation member of the Cuervo family, made a giant leap forward in reshaping the future of tequila. As tastes shifted to white spirits, a new generation of tequila drinkers longed for a more accessible, , and modern expression of tequila that they could mix in cocktails. Inspired by this shift, Beckmann aimed to create the smoothest expression of tequila, capturing both the complexity of an aged tequila with the crisp vibrancy of a blanco. This vision led to the creation of Maestro Dobel Diamante in 2008, the world’s first Cristalino tequila, and the birth of an entirely new tequila category.
To produce this groundbreaking innovation, Beckmann employed filtration techniques borrowed from other spirits categories, such as rum, whisk(e)y, and vodka. By filtering aged tequila through charcoal, the process removed imperfections and impurities from the oak barrel. This process not only softened the oak notes of the aged tequila but also retained its robust texture and rich flavors of chocolate, caramel, and stone fruit. Maestro Dobel Diamante (and Beckmann’s subsequent Cristalino creations) offered a new generation of tequila drinkers the smooth and sophisticated approachability and versatility of silver tequila, combined with the full flavor profile of a well-aged spirit. The result was a tequila that tasted like an Añejo yet offered the crisper and brighter vegetal, citrus, and floral notes of a Blanco.
Since their introduction in 2008, Cristalinos have quickly become a sensation in Mexico, where they now rank as the number one most popular tequila variant in overall retail sales. Recognizing their potential, the Beckmann family and Proximo Spirits introduced the Maestro Dobel Diamante and the new Cristalino category to the U.S., where they have rapidly become a staple in cocktail bars and nightclubs.
“For 11 generations and 250 years, our company has led the industry through countless innovations, from evolving what was then known as Vino de Mezcal to what we now know as Tequila, to creating the first Añejo (1800 Tequila) and the first Extra Añejo in history (Reserva de la Familia),” says Lander Otegui, Senior Vice President of Marketing at Proximo Spirits. “Cristalinos are the next step in this proud history of innovation, and we are ionate about championing them in the U.S.”
As the creators of the world’s first Cristalino, Beckmann and Proximo Spirits spent over fifteen years experimenting, innovating, and, ultimately, mastering the color removal process while highlighting the full breadth of the tequila’s sensory attributes. Whether it is Cuervo Tradicional Cristalino, Maestro Dobel Diamante Cristalino, Gran Coramino Cristalino, 1800 Cristalino, Gran Centenario Cristalino, Maestro Dobel 50 Cristalino, Reserva de la Familia Añejo Cristalino Organico by Jose Cuervo, or Creyente Azul Cristalino, each expression in Beckmann’s newly minted ‘Cristalino Coleccion de Mexico’ portfolio begins with its own unique production process. The type of oak barrel, the years it is aged, the level of toast or char, etc., all contribute to its distinctiveness. However, the final step of filtration sets Cristalino apart from others in the category.
While most Cristalinos are filtered through charcoal, no two filtration methods are identical. Maestro Tequileros like Master Distiller Alex Coronado carefully review the unique characteristics of each specific aged tequila and apply a bespoke and proprietary filtration process that best achieves the bright, smooth profiles defining Cristalinos, accentuating each individual expression.
Today, Cristalino is growing at 3x the rate of the tequila category and is expected to for 7% of all U.S. tequila sales by 2027. Proximo Spirits is clearly leading Cristalino into a bright future.
