LOCAL FLAVOR: Azulana, made by Pasadena, Calif.-based Pure Azul Beverage Co., is the official sparkling tequila at Pasadena’s Rose Bowl. (Courtesy Pure Azul Beverage Co.) Pasadena-based tequila brand plants its flag at the Rose Bowl The “drink local” movement is not just for beer anymore. It’s giving nascent liquor brands a boost in their home markets while helping some labels expand to new areas. “All major league stadiums and many other venues are starting to feature local distilleries,” said consultant Chris Bigelow, president of the Bigelow Cos., adding, “It follows the path of craft beers, where most cities now have dozens of local brands.” Bigelow said that customer trends show a shift from beer to spirits so the trend makes sense to him. Entrepreneur Henry Morita, co-founder and CEO of Pasadena, Calif.-based Pure Azul Beverage Co., is using the local venue playbook for his Azulana tequila beverage at the Rose […]
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