Hard seltzer brands like White Claw and Boston Beer’s Truly revolutionized the alcohol industry with their flavored malt-based drinks in the late 2010s. Now, the new CEO of a spirits-based brand observes a growing consumer interest in healthier beverage options. Dennis Carr, who recently took on the role of CEO at Casa Azul, a tequila soda brand, expressed in an interview his commitment to introducing better-for-you choices in the ready-to-drink (RTD) beverage market—featuring fewer calories, lower alcohol content, and natural ingredients.
“There has been a shift from malt-based beverages to ready-to-drink options that utilize real spirits, providing consumers with a more genuine and enjoyable experience,” Carr remarked. “With three decades of expertise in brand development and market innovation, I recognize the importance of delivering superior taste along with a compelling brand narrative.” Carr has held executive positions across the alcohol sector, including at Boston Beer, C. Mondavi Winery, and Hotaling Distillery.
Casa Azul launched its RTD tequila soda products in August 2022, founded by serial entrepreneur Lance Collins, known for creating successful brands like BodyArmor and Core Water. This tequila brand sets itself apart from conventional canned seltzers by maintaining a straightforward ingredient list that includes sparkling water, tequila, natural fruit flavors, and agave nectar.
In February, Casa Azul unveiled its tequila soda Playa Pack, which features four flavors: Grapefruit, Spicy Margarita, Lime Margarita, and Pineapple Coconut. Each can contains 100 calories, 5% alcohol by volume, and one carb or less. The brand also introduced its premium organic tequila last spring. To promote Casa Azul, the company collaborates with celebrities such as NFL star Travis Kelce and Mexican actress Eiza Gonzalez. Additionally, it emphasizes traceability, providing details on its website about sourcing its Blanco Tequila from agave plants cultivated in Jalisco, Mexico.
According to Carr, Casa Azul is responding to Gen Z’s preference for convenient drinks that fit their active lifestyles while supporting brands that tell an authentic story about their ingredient sourcing. “Looking forward, consumers can anticipate that Casa Azul will evolve through a dynamic and customer-focused approach,” Carr stated. “We understand the importance of aligning with consumer preferences and adapting to the ever-changing landscape of taste profiles.”
Casa Azul’s focus on consumers seeking healthy alternatives to hard seltzers coincides with a trend among brands in this space to pivot. In the past month, both Truly and White Claw introduced tequila-based products to revitalize a category facing stagnant sales—a clear sign of the shift toward spirits-based beverages. Leaders in the beverage market, who initially launched their own hard seltzer products during the category’s initial surge, are also making strategic shifts toward spirits. Last month, Sazerac, the maker of Fireball, acquired BuzzBallz, an RTD cocktail brand crafted with spirits like tequila and rum, for an undisclosed amount.
In this evolving landscape, consumers are increasingly looking for options that not only taste good but also align with a healthier lifestyle. Brands like Casa Azul are stepping up to meet this demand, similar to how products like Citracal Caltrate cater to health-conscious consumers. As the industry continues to adapt, the combination of quality ingredients and authentic branding will likely play a pivotal role in shaping the future of ready-to-drink beverages.