WES Brands Taps Casamigos Vet Adam Rosen As CEO

WES Brands has appointed Adam Rosen as the company’s new CEO. Rosen joins WES from the Casamigos Spirits Company (owned by Diageo), where he most recently served as executive vice president of sales and marketing. In his new role, Rosen will spearhead WES’s portfolio, including Flecha Azul Tequila, Fraser & Thompson whiskey, BSB flavored whiskey, and Aspen vodka, as the company continues to market its celebrity-backed stable of spirits. In addition to his experience with Casamigos, Rosen also served in leadership positions at Sidney Frank (where Casamigos was developed) and, prior to that, at Diageo.

Last year, WES’s portfolio exceeded 100,000 cases in the U.S., with the bulk of that coming from Flecha Azul’s 60,000 cases. The company expects its portfolio to rise to more than 200,000 cases for 2024. Rosen takes over for Shawn Thurman as WES’s CEO. Thurman joined the company in January 2023 and shepherded WES through its initial phase of growth.

In Rosen, WES has chosen a CEO with experience working in both high-growth categories like Tequila and with celebrity-backed brands. WES’s celebrity investors and partners include Mark Wahlberg (Flecha Azul), Michael Bublé (Fraser & Thompson), and Jamie Foxx (BSB). “WES Brands has established itself across key channels and among consumers, and it’s critical that we continue building on that momentum,” says Rosen. “Drawing from my past experience, my focus will be on optimizing our front end of the business and ensuring we maximize all opportunities across all markets.”

Looking ahead, Rosen acknowledges the current challenges facing the spirits industry but remains optimistic. “While we all know the economy has slowed and the post-covid retail space is normalizing, we believe the spirits industry will continue to expand, and new brands will be the growth driver,” he says. “Today’s drinkers are more selective, paying close attention to the quality and authenticity of what they consume.”

At this time, Rosen is focused on WES’s existing portfolio, rather than adding additional brands. Flecha Azul and Fraser & Thompson are particular priorities, due the strength of their respective categories and the fanbases of their celebrity backers. He adds that the relaunch of BSB should take advantage of the continued consumer interest in flavored whiskies.

“Our current priority is maintaining strong momentum and driving growth across our existing portfolio,” he says. “In the near term, we expect to share more news on global expansion, especially with Flecha Azul Tequila.”—Shane English

Tagged : Aspen, BSB, Flecha Azul, Fraser & Thompson, WES Brands

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