AsomBroso is the brainchild of Ricardo Gamarra, the owner of a major Southern California Film Studio. As a result Tequila AsomBroso has been served at Hollywood "insider" parties and has already had some product placement appearances in some feature films. It appears a big target for this "ultra-premium" product is for the beautiful people and Hollywood crowd. With that type of visibility it won't be surprising to see the brand be as successful as the similarly marketed "boutique" tequila, Patrón. In fact It's likely that Mr. Gamarra knows Paul Mitchell of Patrón fame quite well. Though AsomBroso Añejo is priced at about $200.00 per 750ml bottle, keeping it out of reach for the average consumer, El Platino is comparatively affordable at around $50.00 USD. A little more expensive than other premium blancos but the added cost is justified considering that this tequila has been distilled four times. All tequila is required to be distilled twice. A number of companies have been known to put their blanco through a third distillation in the effort to smooth out the sometimes rougher edges of an un-aged tequila. These added processes are quite labour intensive and therefore more expensive but when you drink El Platino the effort comes through. I found El Platino to be extremely drinkable with astonishing smoothness. Even after the four distillations I still get a decent agave taste without any other distracting flavors. Very clean, crisp and a pleasure to sip. As I run across El Platino in upscale establishments I will confidently order it knowing that I'll be in for a pleasurable experience.