Overview: Paradise Spirits has appointed industry veteran Rick Tigner to a leadership role dedicated to the growth of its El Tequileño Tequila brand. The former Jackson Family Wines president and CEO will focus on strengthening distribution networks and facilitating global expansion across key international markets. This strategic move aims to build upon the brand’s momentum following recent entries into Thailand, Croatia, Denmark, and Hong Kong.
The Full Story
Rick Tigner brings extensive experience in beverage alcohol leadership to Paradise Spirits, having previously served as president of Jackson Family Wines from 2010 and CEO from 2015 until leaving the company in 2026. His career spans sales, marketing, distributor relations, operations, finance, production, and portfolio development since joining Kendall-Jackson Wines in 1991. Wayne Henuset, founder and president of Paradise Spirits, described Tigner as one of the most accomplished and respected commercial leaders in beverage alcohol.
In his new role at Paradise Spirits, Tigner will work to grow the El Tequileño brand by strengthening distribution networks and facilitating further expansion of El Tequileño Tequila in the US and key international markets. Henuset noted that El Tequileño possesses qualities distinguishing brands with enduring international potential, including authenticity, exceptional liquid, committed ownership, and a compelling story deeply rooted in place and family. Tigner expressed excitement to expand the brand’s commercial reach, deepen global partnerships, and introduce this remarkable Tequila to more consumers around the world.
Brand & Industry History
El Tequileño was founded by Don Jorge Salles Cuervo in 1959. The brand maintains a commitment to production quality with its Tequilas produced exclusively at its dedicated distillery, LaGuarreña Distillery in Jalisco, Mexico. Over the last two years, El Tequileño has expanded its global reach significantly with distribution deals in countries including Thailand, Croatia, Denmark, and Hong Kong. Last month, the brand brought its The Spirits Business Awards-winning Margarita Mile event to agave lovers in Hong Kong.
What This Means
Tigner will work to grow the El Tequileño brand by strengthening Paradise Spirits’ distribution networks and facilitating further expansion of El Tequileño Tequila in the US and key international markets. Henuset noted that El Tequileño possesses qualities distinguishing brands with enduring international potential, including authenticity, exceptional liquid, committed ownership, and a compelling story deeply rooted in place and family. Tigner expressed excitement to expand the brand’s commercial reach, deepen global partnerships, and introduce this remarkable Tequila to more consumers around the world.
Consumer Takeaway
This appointment signals a dedicated focus on introducing El Tequileño to more consumers globally while maintaining production at its Jalisco facility. The brand continues to offer authenticity and exceptional liquid backed by committed ownership as it enters its next chapter of global growth.
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