Casa Azul relocates to new distillery
Tequila maker Casa Azul has moved its production home to La Roca, a state-of-the-art distillery in Jalisco.
La Roca (NOM 1646) was founded by Tequila producer Alvaro Montes and the Montes family, who are third-generation agave farmers turned distillers. The transition to La Roca marks a major milestone in Casa Azul’s ongoing commitment to craftsmanship, sustainability and innovation, and is considered an upgrade from Casa Azul’s previous distillery at Las Américas (NOM 1480), which was also founded by the Montes family.
Casa Azul said the renewed partnership would allow it to bring even greater intention and precision to its Tequila-making process, enhancing quality and consistency from agave harvest to bottling.
Speaking exclusively to The Spirits Business, Jorge Llauro, chief marketing officer at Casa Azul Spirits, said: “At Casa Azul, we’ve always prioritised integrity, transparency and craftsmanship. As demand for our organic Tequila continues to grow, we saw an opportunity to deepen our relationship with the Montes family and evolve our production in a way that stays true to our roots and contributes to our long-term success.
“The Montes family’s legacy in agave farming and Tequila-making brings generations of knowledge, care and respect for the environment to our production. Being closely linked to this heritage helps us stay true to our roots and ensures that every bottle reflects the authenticity and craftsmanship that our consumers expect.”
La Roca distillery is located in the heart of Jalisco’s most fertile agave-growing region. The new site will allow for a ‘thoughtful evolution’ of Casa Azul’s production approach, which both respects traditional, time-honoured methods while embracing modern techniques.
Llauro explained: “By moving to La Roca, we benefit from a blend of tradition and innovation that supports sustainable practices, allowing us to deliver a consistently exceptional products to consumers.
“The agave roasting process still uses traditional ovens, which are essential for developing the rich, complex flavours of the agave. However, these ovens are now enhanced with stainless steel bases that improve heat efficiency and temperature control. This means we can be far more precise in how the agave is cooked, ensuring a high-quality base for our Tequila.”
He addsed “Sustainability has always been central to our mission, so partnering with La Roca was a natural fit, as their values align closely with ours.”
Llauro noted that La Roca uses energy-efficient systems designed to reduce waste and minimise its environmental impact throughout the production process.
“The facility’s emphasis on sustainability and operational efficiency supports our focus of responsible production. This balance between honouring tradition and embracing innovation positions us to continue evolving in the Tequila category.”
Prioritising water conservation
Water conservation is another priority, Llauro explained. “Careful measures are taken to recycle and manage water use responsibly,” he said.
“La Roca’s operations include enhanced water management practices that prioritise conservation, helping us reduce overall water usage. This ensures a more sustainable production cycle.”
The water used in the Tequila’s production is sourced from a deep volcanic spring 250 metres beneath Amatitán Mountain. “This pure, mineral-rich water subtly enhances the distinct agave-forward flavour profile of Casa Azul Orgánico.”
“Additionally,” Llauro noted, “La Roca employs sustainable agave-farming practices, honouring the land and ensuring long-term viability for future generations.”
Casa Azul’s farming practices enable it to promote soil health, reducing chemical runoff, and conserving local ecosystems.
This extends to the brand’s agave sourcing and use. “After milling, the agave waste is loaded onto trucks and returned to the fields, where it’s repurposed as organic fertiliser – closing the loop naturally and sustainably. This process ensures the highest quality agave while supporting the long-term health of the land and local communities,” Llauro added.
Production at La Roca is already under way, with Casa Azul’s first Tequila from the new facility set to reach the market this summer.
Llauro shares that while the brand is currently focused on its core offering and ensuring a seamless transition to La Roca, having greater control over production will open up exciting possibilities for innovation down the line.
“This move positions Casa Azul to strengthen our standing within the premium Tequila category by emphasising quality and craftsmanship, while also allowing us to scale more effectively as the organic Tequila category continues to grow,” Llauro said.
“Today, more consumers are embracing mindful consumption. Our partnership with La Roca supports this shift by ensuring Casa Azul Orgánico is made with care for both people and the planet, helping us connect with drinkers who want to enjoy premium Tequila thoughtfully.
We’re eager to see where this next chapter takes us and look forward to sharing more when the time is right.”
In 2023, NFL star Travis Kelce invested in Casa Azul Tequila Soda.
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