Former Diageo Execs Launch CasAzar, A New Award-Winning Ultra Premium Tequila

CasAzar Tequila, founded by industry veterans Max Ramirez and Viviana Sierraalta-Ramirez, is rapidly stacking up accolades in the ultra-premium tequila space. Launched in November 2024, CasAzar embodies the spirit of "betting on oneself" – a philosophy that resonates through the brand's early success. The tequila has garnered impressive recognition from prestigious competitions, securing seven medals before and after its official launch. These accolades come from renowned organizations such as the Spirits Business Tequila & Mezcal Masters Competition and the San Francisco World Spirits Competition. Available nationwide through e-commerce, CasAzar inspires those who dare to go "all in" on their dreams, much like its founders did in creating this award-winning spirit.

CasAzar's seven accolades include:

• 2025 Spirits Business Tequila & Mezcal Masters Competition:
• Gold for Joven and Reposado
• Masters (exceptional) for Añejo
• 2024 The Spirits Business Spring Blind Tasting competition:
• Gold medals for Joven and Reposado
• 2024 San Francisco World Spirits Competition:
• Gold for Reposado
• Silver for Joven

THE TEAM

Propelled by their entrepreneurial spirit, Max and Vivi, a husband-and-wife team, left their corporate careers to dedicate themselves fully to creating the CasAzar brand, combining the warmth of 'Casa' with the excitement of 'Azar,' symbolizing both home and luck.

“We embarked on this journey determined to build something meaningful. It's not just about starting a business; it's about embracing life fully, taking risks, and creating our own path to success. Together, we're all in, committed to turning our passion into our legacy,” said Viviana. 

“After spending over twenty years immersed in spirits, we've mastered crafting exceptional beverages. But our journey to create a tequila brand is about more than expertise; a deeper purpose drives it. We infuse our passion into every bottle and aim to honor tequila's heritage while forging new paths, inspiring moments, and fostering lasting connections,” stated Max. 

TASTE & DESIGN

CasAzar's superior taste, derived from only natural ingredients, is crafted through a meticulous production process that honors its Jalisco, Mexico, origins. The tequila is encased in a high-quality, sculpture-like porcelain bottle inspired by a stack of casino chips, symbolizing the gamble you take every day – risk, reward, and the endless possibilities that come with betting on yourself. Each bottle is individually molded and hand-painted by skilled artisans, reflecting its artisanal craftsmanship and exclusivity. Adorned with real gold accents using precious metal painting, the bottle features a custom plaque displaying the CasAzar logo. Inspired by playing card suits representing society's four pillars, the logo replaces clubs with an agave, symbolizing their deep connection to tradition and craftsmanship. Available in limited batches for discerning connoisseurs, CasAzar offers a unique and premium tequila experience that truly captures the essence of its Mexican heritage.

CasAzar comes in three variants – joven, reposado, and añejo - with small batch production and limited availability. The layered and complex joven blends chamomile and honey, offering a fresh and sweet experience with subtle spices and a hint of toasted agave, resulting in a crisp texture and smooth finish. The reposado, aged for seven months, showcases sweet, cooked agave aromas with warm spices and a lime zest, leading to a refreshing palate with a citrusy finish. The añejo, aged 21 months, perfectly balances sweetness and spice through hints of cacao, nutmeg, and clove, with a hint of black pepper and cardamom, yielding a long and dry finish.

“Tequila’s remarkable 2.9% growth to $6.7 billion in revenue in 2024 (Discus International Wine and Spirits Record)—the only growing category among all spirits—speaks volumes about consumer appetite for authentic experiences. Ultra-premium tequila, in particular, is well-positioned to capture this momentum. By investing in brands that deliver exceptional quality and taste, we stand to solidify market share in a rapidly expanding segment with a product that resonates deeply with selective consumers”, said Alberto Gavazzi, former President of Diageo Latin America, Global Sales, and Global Travel Retail; co-founder of Unlock Beverages, and Chair of the Board for CasAzar Tequila. 

Since its inception, CasAzar has expanded to multiple states in the U.S., including California and New York, as well as international markets like Turks & Caicos, with European expansion on the horizon.