La Roca (NOM 1646), founded by the Montes family—three generations of agave growers turned distillers—has become the new home for Casa Azul’s tequila production. This marks a significant upgrade from Casa Azul’s previous distillery in Las Américas (NOM 1480), also established by the Montes family, reinforcing the brand’s commitment to craftsmanship, sustainability, and innovation.
Strengthening Quality and Consistency
Casa Azul aims to improve quality and consistency across the entire production process, from agave harvest to bottling, through this new partnership. Jorge Llauro, Chief Marketing Officer of Casa Azul Spirits, explained in an exclusive interview that the move reflects the brand’s dedication to integrity, transparency, and artisan production.
“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 methods in a way that stays true to our roots and contributes to our long-term success,” said Llauro.
Tradition Meets Innovation at La Roca
Located in the heart of Jalisco’s fertile agave region, La Roca distillery blends traditional methods with modern technology. The agave roasting process still uses traditional ovens—crucial for creating complex agave flavors—but with improvements such as stainless steel bases that enhance thermal efficiency and precision.
Llauro emphasizes:
“By relocating to La Roca, we benefit from a blend of tradition and innovation that supports sustainable practices, allowing us to deliver a consistently excellent product to our consumers.”
Commitment to Sustainability
Sustainability is central to the partnership. La Roca employs energy-efficient systems aimed at reducing waste and minimizing environmental impact. Water conservation is also prioritized, with enhanced water stewardship practices helping reduce overall water usage. The water used comes from volcanic springs beneath Amatitán Mountain, contributing to Casa Azul’s unique flavor profile.
The brand also practices sustainable agave farming that promotes soil health, reduces chemical runoff, and protects local ecosystems. Agave waste is recycled as organic fertilizer, supporting land and community health through a natural closed-loop process.
Looking Ahead: Growth and Innovation
Production at La Roca is already underway, with the first tequila from the new facility expected on the market in summer 2025. Llauro noted that while the focus remains on core products and a smooth transition, the partnership opens doors for future innovation and efficient scaling in the growing organic tequila market.
“This move will strengthen Casa Azul’s position in the premium tequila category by emphasizing quality and craftsmanship, while also allowing us to scale more efficiently as the organic tequila category continues to grow,” said Llauro.
Connecting with Responsible Consumers
With rising demand for responsible consumption, Casa Azul’s partnership with La Roca ensures the tequila is made with care for both people and the planet. This alignment supports consumers seeking premium tequila that embodies environmental and social responsibility.
Additional Note
In 2023, NFL star Travis Kelce invested in Casa Azul Tequila Soda, expanding the brand’s profile in the marketplace.
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