Cazcabel sees growth potential in Asia

Tequila brand Cazcabel has named Andrew Mitchell as its new regional director for Asia, as it looks to expand in the region.

Mitchell brings 18 years of industry experience to the position and already has a base in Asia, having previously worked there with spirits companies such as Pernod Ricard, Brown-Forman and Intrepid Spirits.

In Asia Pacific, Cazcabel is already available in Australia, New Zealand, India, Indonesia, Singapore, Taiwan and Thailand, however the brand wants to grow its profile in the region further – with an eye on China, Japan, South Korea and the Philippines.

On his new role, Mitchell said: “Both the popularity and understanding of the agave category is growing rapidly in the region and Cazcabel is well placed to bring new news to the category here with its range of additive-free Tequilas and flavoured Tequila liqueurs. It will be great to start introducing people to the brand at Vinexpo in Hong Kong next week.”

Mitchell will be at next week’s Vinexpo Asia show – held in Hong Kong between 28-30 May – to showcase the brand. Guests will have the opportunity to sample Cazcabel’s full range of Tequila and liqueurs.

In February, the brand added a new expression to its range: an añejo aged for 14 months in ex-Tennessee whiskey barrels.

Cazcabel isn’t the only Tequila brand with plans to expand in Asia. El Tequileño has also expanded its footprint in the region recently.

Moreover, drinks giant Diageo noted that Tequila was the group’s fastest-growing category in Asia Pacific in 2022 – further highlighting agave’s potential among Asian consumers.