If you've been in the spirits business for a while, then the name Carlos Arana is probably familiar to you. His long career includes stints at Phillip Morris and Jim Beam as their International Marketing Director. Next he took on several roles at Seagram, including Category Director of Patron in its early days. Later he moved to Hong Kong and managed Seagram's whiskey business in the Asian-Pacific region. While he was there, Carlos was contacted by the Beckmann family, the owners of Jose Cuervo, who liked what he had done for Patron.