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:: September 23, 2013

Blue Nectar® Tequila Taps Former Bacardi Executive To Lead National Brand Expansion

September 9, 2013 – Blue Nectar Spirits, a small-batch, super-premium artisanal tequila company, appoints José Chao, a former VP of Bacardi Inc., as VP and National Sales Director, overseeing expansion and sales initiatives for the company’s three award-winning tequila expressions—Silver, Reposado and Special Reserve. In this role, Chao is responsible for identifying, evaluating and driving growth opportunities in national markets, as well as managing the Blue Nectar® sales force, distribution partnerships and sales and marketing strategy. Chao, who brings 30 years of experience in the global and domestic spirits business to his new position, will report to Nikhil Bahadur, co-founder and COO of Blue Nectar.


“José is eminently qualified to help us capitalize on the tremendous growth opportunities available in the burgeoning tequila category,” states Bahadur. “We look forward to benefiting from his passion and strong commercial, marketing and business acumen to further strengthen our brand platform and drive profitable growth in new and existing markets.”


Chao’s career spans three decades in an array of sales and marketing leadership roles for Bacardi. As VP of Travel Marketing for the Americas, Chao implemented a duty-free infrastructure with multi-million dollar revenue growth. As VP of Travel Marketing for Bacardi’s Global arm, Chao spearheaded marketing and sales initiatives that positioned the company as an industry leader in international spirits branding. He also restructured operations for the entire Asia Pacific region as VP of Sales based in Hong Kong and held roles of increasing responsibility as account and division managers in key U.S. Bacardi markets.


Chao’s appointment, effective immediately, coincides with Blue Nectar Tequila’s fall 2013 expansion into five new markets:  Arizona, Florida, Illinois, Indiana and New Mexico. It also comes on the heels of the 2013 Wine and Spirits Wholesalers of America (WSWA) Competition, where Blue Nectar Tequila took home four medals, including a “Best of Show” award. Most recently in its September issue, The Tasting Panel magazine named Blue Nectar’s Special Reserve one of its most favorite spirits, with a score of 95 out of 100 total tasting points.


“It’s an exciting time to be joining the Blue Nectar team,” states Chao. “I believe my experience in the spirits business, coupled with my renewed passion for smaller, up-and-coming brands, makes me perfectly suited to help Blue Nectar expand its reach and gain national notoriety.”


About Blue Nectar Tequila
Blue Nectar Tequila is a small-batch, super-premium artisanal tequila that began with a simple, driving passion to create products with flavors uniquely their own, yet universally renowned. Using the highest-quality blue agave plants, Blue Nectar skillfully crafts and bottles its Silver, Reposado and Special Reserve in the lowlands of Jalisco, Mexico. Since its launch in October 2011, Blue Nectar has garnered numerous industry awards and accolades in both the United States and Mexico. For more information about Blue Nectar Tequila, please visit Like us on Facebook at and follow us on Twitter @TrueBlueNectar.