Dallas-based WES Brands announced that its Flecha Azul Tequila brand is mounting a global expansion into the founders’ home country of Mexico in tandem with the appointment of Chris Seithel as senior vice president of sales.
The expansion into Mexico portends big things for the company.
Aron Marquez, co-founder of Flecha Azul, said in a release that the team is both thrilled and grateful to introduce Flecha Azul Tequila to customers in Mexico, where the brand originated.
“When my partner, Abraham, and I began this journey, our goal was to capture the heritage and true taste of Mexican tequila and bring it to the world. For us, sharing an additive-free option that tastes authentic—the way it should—has always been most important,” he said. “The opportunity to expand globally within just a few years on the market is a milestone moment for us.”
The single-estate, additive-free tequila is crafted from 100% Blue Weber Agave and is available in all five expressions – Blanco, Añejo, Reposado, Cristalino, Extra Añejo—in Acapulco, Cabo, Mazatlan, Penasco, Riviera Maya, and Vallarta, the company said.
Flecha Azul was co-founded in 2019 by Aron Marquez and Abraham Ancer, who wanted to create an authentic, additive-free tequila like the ones they’d enjoyed back home. Actor Mark Wahlberg joined the company in 2022 to help bring the craft product worldwide.
Focusing on people, product, and performance
Seithel is an industry veteran of over 25 years in both wine and spirits, and he comes to WES Brands after most recently leading sales for a premium mezcal.
Chris Seithel of WES Brands via LinkedIn
The company said he brings a unique background aimed at building brand equity through focusing on the most important facets of a company—people, product, and performance.
In a statement, Seithel expressed excitement about becoming a part of a company that is quickly developing and spreading worldwide, “thanks to success of brands such as Flecha Azul Tequila.
“We’re outpacing sales just a few months into the year and look forward to continuing to do so across the United States and Mexico,”he said in the announcement.
According to WES Brands, Flecha Azul is crafted at Orendain Distillery, following the same traditional methods they’ve followed since 1884.
Founded in 2021, WES Brands develops, markets, and sells innovative brands in the beverage alcohol sector. Its portfolio includes Flecha Azul Tequila and BSB Flavored Whiskey.
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