Casa Azul, the tequila company from the beverage innovators behind non-alc brands Fuze, NOS, BodyArmor and Core, announced today it has appointed Dennis Carr as its new CEO.
Carr comes with a lengthy track record leading BevAlc groups, the most recent being a four-year stint as vice president of E. & J. Gallo Winery. Carr was also the president and CEO of spirits company Hotaling & Co for seven years, and worked for C. Mondavi & Family as well as Boston Beer.
“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,’” said Lance Collins, Casa Azul’s founder and chairman, in a statement.
Collins, whose track record of success in beverage has few equals, introduced Casa Azul’s flagship tequila soda in August 2022, positioning the 12 oz bright blue can in contrast to ranch waters or canned margaritas that use malt liquor by framing it as a product with a simple ingredient list.
Last March the company followed with a high end tequila line of the same name, betting on celebrity investors and a “modern, luxury” brand to fuel sales. The company’s roster of partners includes Mexican-born actress Eiza González; football player Travis Kelce (who also reps for Collins-backed energy drink A-Shoc); and U.S. Women’s Open Champions Michelle Wie West and Brooks Koepka.
Previously, Bryan Crowley led the charge as CEO, bringing over two decades of building and accelerating brands like AB Inbev, Pabst, and VEEV Spirits. Crowley, now at the helm at G Fuel, departed as CEO last November, according to LinkedIn.
Former Glaceau president and BodyArmor chairman/co-founder Mike Repole is also involved in Casa Azul as co-chairman of the board.
Carr’s inaugural initiative as CEO is the Playa Pack, a variety pack set to be released in June featuring two new flavors, Pineapple Coconut and Spicy Margarita, in addition to existing SKUs Lime and Grapefruit. The soda faces other low-ABV competitors in one of RTD’s hottest segments, such as Onda, Molson Coors’ Topo Chico Spirited and the leading hard seltzer from Carr’s former employer, High Noon.
After hitting supply chain bumps, the canned cocktails made it to stores following summer resets last year, with the aim to expand to 19 states through the company’s partnership with RNDC and other distributors by the end of the year. The tequila line has expanded into 12 markets and will be rolling out to additional states this year according to the press release.