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Ex-Casamigos VP joins WES Brands as CEO
The former executive vice-president of Casamigos, Adam Rosen, has been appointed the CEO of WES Brands.
WES Brands, established in 2021 and headquartered in Dallas, Texas, has four spirits brands in its portfolio: Aspen Vodka, BSB Flavoured Whiskey, Flecha Azul Tequila and Fraser & Thompson Whiskey, which was co-founded by singer Michael Bublé.
As for Rosen, he most recently served as the executive vice-president of sales and marketing at Diageo-owned Casamigos – the Tequila co-founded by George Clooney and Rande Gerber.
Over the course of his tenure there, from 2015-2024, he was said to contribute ‘significantly’ to the brand’s growth. Research consultant Brand Finance revealed Casamigos was the fastest-growing spirit brand in 2022 and in the same year, it was the top-selling Tequila and celebrity-backed spirits brand on US alcohol e-commerce platform Drizly.
Before Casamigos, Rosen had also worked in marketing and brand development roles for the US divisions of Diageo and Pernod Ricard. At Diageo North America, Rosen led the company’s super-premium Tequila portfolio, and also took on leadership roles in gin, Scotch and innovation. In 2012, he was given the title of Diageo’s ‘most inspiring leader’.
On his position at WES Brands, he said: “The brands in our portfolio are really special, each with tremendous opportunity. It’s also extremely exhilarating to work with our high-profile investors who are so engaged and committed to building the business for the long term.
“In just a short time, we have optimised the front end of the business to help achieve all our goals. I can’t wait to work closely with our talented team, distributors and retail partners to unlock growth for our full portfolio.”
As a spirits incubator, WES Brands aims to pair ‘high-potential’ brands in growing categories with strategic partnerships to increase their visibility. The company said it is ‘redefining its route-market strategy’ for continued success.
Earlier this year, the company re-launched BSB flavoured whiskey with actor and musician Jamie Foxx.
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