Southern Glazer’s Wine & Spirits (“Southern Glazer’s”)—the world’s pre-eminent distributor of beverage alcohol—today announced a national alignment with Casa Dragones, a leading ultra-premium and luxury tequila company. With the agreement, Casa Dragones is adding 11 new U.S. markets and the U.S. Virgin Islands to its previous 33-market distribution footprint, making the brand available across Southern Glazer’s entire U.S. network.
“Casa Dragones has pioneered the sipping tequila trend and has become a category leader,” said Ray Lombard, Executive Vice President, Supplier Management and Business Development for Southern Glazer’s. “Their unique approach to craftsmanship and quality continues to modernize and expand the tequila category. With this expanded alignment, Casa Dragones will be able to take full advantage of Southern Glazer’s scale and efficiencies as they embark on their next phase of growth in the U.S.”
“Our mission is to help shape the future of the tequila industry and this is an important milestone in the Casa Dragones journey,” said Bertha González Nieves, Co-Founder and CEO of Casa Dragones. “Aligning with Southern Glazer’s will accelerate our growth and help us capture the increasing demand for our ultra-premium tequila among tequila aficionados. Southern Glazer’s strong brand building expertise, deep industry insights, and efficient route-to-market capabilities make them the right partner to further strengthen our position in the ultra-premium and luxury tequila space.”
“As the first-ever Maestra Tequilera, Bertha has more than earned her title of the First Lady of Tequila,” added Brad Vassar, Executive Vice President & Chief Operating Officer of Southern Glazer’s. “Under her leadership as CEO, the company has seen significant growth, and we look forward to great mutual success working together to take advantage of the extraordinary category growth in super premium tequilas.”
