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Casa Azul Tequila names Dennis Carr CEO

Tequila brand Casa Azul has appointed Dennis Carr as its new chief executive officer.

Dennis Carr Casa Azul
Dennis Carr has stepped into the CEO position at Casa Azul Tequila

Carr brings 33 years’ experience in the alcoholic drinks industry to the role.

“[Carr’s] extensive leadership experience in the spirits space and strategic mindset align perfectly with Casa Azul’s commitment to excellence,” commented Lance Collins, founder and chairman of Casa Azul.

“Carr’s ability to foster innovation and fuel growth makes him the ideal leader as we continue to redefine the Tequila landscape and rapidly expand our retailer distribution.”

Carr said he was “honoured” to join as CEO.

“Lance Collins and Casa Azul have created products that are fuelled by passion, dedication and a relentless pursuit of excellence,” Carr said. “Together, we will continue to craft exceptional spirits, push boundaries and elevate the brand to new horizons.”

Carr’s appointment coincides with the launch of Playa Pack, a new selection of Tequila sodas.

Casa Azul Playa Pack Tequila
The Playa Pack is available in two flavours

Casa Azul’s new Playa Pack comprises two flavours: Pineapple Coconut, and Spicy Margarita. They join the existing Lime and Grapefruit variants.

Each expression is canned at 5% ABV and will be available in the US from June.

“The new Pineapple Coconut flavour is a delicious blend of tropical sweetness, while the Spicy Margarita brings a perfect kick of heat and zest,” Carr noted.

“Together, they serve as a testament to our commitment to providing our consumers with delicious, better-for-you products.”

Casa Azul launched its Tequila Soda in August 2022, which was followed by Casa Azul Organic Tequila in May 2023.

Earlier this week, data from IWSR Drinks Market Analysis showed Gen Z consumers favour moderation, RTDs and Tequila.

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