John Hayes
Managing Director
Casa Herradura


As a member of Brown-Forman’s global marketing leadership team, John Hayes is responsible for the overall global strategic direction and marketing for Brown-Forman’s tequila portfolio, including Tequila Herradura and el Jimador Tequila. 


Hayes’ blue-chip credentials include a long and successful career with Brown-Forman.  Hayes joined Brown-Forman in 1987 as the marketing services manager for Brown-Forman International.  Two years later, he was appointed market manager for Canada and the Caribbean, based in Miami overseeing the Brown-Forman portfolio.   Hayes returned to Louisville in 1993 as the Director of Brand Development for Brown-Forman International.  He was appointed Global Equity Director for Jack Daniel Brands in 1995.  In October 1998, Hayes was appointed Global Marketing Director for Jack Daniel’s in the Advancing Markets Group.  In May 2001, he was promoted to Vice President, Brand Director for Jack Daniel’s Brands for Brown-Forman Americas, overseeing the marketing of Jack Daniel’s, Gentleman Jack, Jack Daniel’s Single Barrel and Jack Daniel’s Country Cocktails in the United States, Canada, Mexico, Latin America and the Caribbean. He was promoted to his current position in January 2007.


Prior to Brown-Forman he was employed by the Marsteller advertising agency and Jim Beam where he began his career in the spirits industry. 


John earned a bachelor’s degree from the University of Iowa and continues to support the Hawkeyes from the Bluegrass state. 



Ruben Aceves
International Business Director
Casa Herradura

Based in Guadalajara, Mexico, Ruben Aceves has served as the Director of International Brand Development for Casa Herradura since 2000.


In this role, Ruben oversees the development of Tequila Herradura and el Jimador, as well as acts as the tequila brand ambassador, educating sales teams and others on Casa Herradura’s tequila portfolio.


Ruben’s unofficial job title also includes historian for Casa Herradura. He is well versed in the 140-year-old history of the Hacienda of San Jose del Refugio, the home place of Tequila Herradura, which hosts more than 60,000 visitors a year.


Ruben is a proud native of Guadalajara, Mexico, and holds an MBA degree.

He is fluent in Spanish and English, and brings a wealth of knowledge and vast experience to the Casa Herradura team.