Situated in the heart of Jalisco's most fertile agave-growing region, the La Roca distillery will allow the brand to "benefit from a blend of tradition and innovation that supports sustainable practices, allowing [Claze Azul] to deliver a consistently exceptional products to consumers," said Chief Marketing Officer Jorge Llauro. 

The La Roca operations will also utilize sustainable water management practices designed to reduce overall water usage. The water itself hails from a deep volcanic spring 250m beneath the Amatitán Mountain. This comes on top of sustainable agave-farming practices that promote soil health, reducing chemical runoff, and play a part in conserving local ecosystems. Following milling, the agave waste will be returned to the fields as organic fertilizer. 

Production has already commenced at La Roca, with Casa Azul's inaugural Tequila from the new facility slated for release this summer.