Stoli Group Taps Former Diageo Tequila Distiller
Stoli has announced Miguel Cedeño-Cruz as its new master distiller for ultra-premium tequila, Cenote Tequila, where he will be responsible for overseeing the production processes, quality control and strategic development of the brand.
Cedeño-Cruz’s resume includes serving as tequila manager at Diageo Mexico, developer of tequila brands for Sazerac and E. & J. Gallo, and operations director at Brown-Forman’s Tequila Herradura. He was also president of several technical committees in the Tequila Regulatory Council (CRT), a professor for the Alcohol School from Alltech Institute of Brewing and Distilling, and a master distiller for the Tequila National Chamber.
“A true visionary and master in tequila, as well as engineer, academic, author and consultant, Cedeño-Cruz combines his passion for science with his love for tequila,” said Damian McKinney, global CEO of Stoli Group. “Cedeño-Cruz is a legendary figure in the industry, and we are thrilled to have him join Cenote. We trust that he will protect the Cenote Tequila recipe and steer the product as the label continues to expand.”
Earlier this year Cenote added a mezcal-inspired tequila, Cenote Ahumado, made by roasting the spirit’s main ingredient, agave, over fire.
Mainly known for its vodka brand, Stoli Group was established in 2013 with a global spirits and wines portfolio. The group introduced Cenote in 2018, designed to help the company recruit younger, urban consumers into both the tequila category and the super premium portfolio.
The group has made an investment last week in another growing category by backing The Pathfinder Hemp and Root, a fermented and distilled non-alcoholic amaro.
Compass Box Appoints Spirits Veteran To Lead U.S. Push
Blended scotch whiskey maker, Compass Box, has brought in Judd Zusel as president of the Americas, a seasoned spirits marketer with stints at Bacardi and Remy Cointreau U.S. The new role will oversee the U.S., Canada and Latin American markets.
Zusel previously served as vice president and general manager for incubation brands at Bacardi in Americas, where he led the commercial delivery of Angel’s Envy Bourbon, Aberfeldy Single Malt and Teeling Irish Whisky. He also held the role of vice president for innovation and marketing at Remy Cointreau U.S., where he led the scaling of Bruchladdich and the Botanist Gin, in addition to the acquisition of Westland Distillery. Prior to that he spent 10 years with Diageo in various sales, marketing and innovation roles in the U.S.
The new role, plus other appointments to expand its dedicated U.S. team signal a new effort in the U.S. market for the disruptive brand. Founder John Glaser is an industry veteran known for his innovation – and for getting in trouble with the Scotch Whisky Association. After over two decades, CompassBox has earned a name for itself through frequent releases of blended malts and a campaign aimed at encouraging transparency in whisky spirits.
“Compass Box is poised and ready to continue its growth trajectory in the U.S., considered a priority market, as well as further developing Canada and Latin America,” said Maurice Doyle, Compass Box CEO. “We’re excited to have Judd apply his considerable talents to the brand’s future success.”
Samson & Surrey Names New Director Of Brand Advocacy
Premium spirits portfolio Samson & Surrey has brought in Elayne Duff as director of brand advocacy.
“Elayne’s experience, vast knowledge and genuine appreciation for the brand ambassador role, make her uniquely qualified to lead Samson & Surrey brand advocacy and education efforts, a critical component of how we build our brands,” said Juan Rovira, Samson & Surrey co-founder and COO.
With more than 20 years of industry experience, Duff’s track record includes creating the Beverage Brand Ambassador Academy, an online training program for brand ambassadors that has been adopted by companies worldwide. She also hosts the podcast “Celebrating the Brand Ambassador,” in which she interviews spirits brand ambassadors from around the world. Duff also made history in 2006 as the first head mixologist and luxury spirits ambassador at Diageo U.S.A, a job she held for nearly a decade. In 2015 she became a Global Manager at AB-Inbev ZX Ventures, where she developed educational and experiential strategies for the brand’s craft beers.
In her new role, Duff will oversee an advocacy team charged with continuing to grow Samson & Surrey’s craft spirits. Kentucky-based Heaven Hill acquired the Florida-based company last year, picking up a suite of brands including Tequila Ocho, Mezcal Vago, Bluecoat gin, Widow Jane, and FEW Spirits. Samson & Surrey was founded in 2016 by former Bacardi executives Robert Furniss-Roe and Rovira.
Other notable news:
- Charleston-based Grain & Barrel Spirits appointed John Drakeford as the company’s new general manager, after serving in the same role of multiple regions at Beam Suntory, where he worked since 2006. Drakeford will lead Grain & Barrel’s executive team and will play an integral role in growing the company’s portfolio of spirits including Chicken Cock Whiskey, the largest brand within Grain & Barrel’s portfolio.