Bardinet takes on Cuervo distribution in France
José Cuervo International has appointed La Martiniquaise-owned Bardinet to distribute its José Cuervo Tequila brand in France.
As of 1 January, Bardinet has managed mass retailing accounts for the brand.
For the on-trade, José Cuervo Gold (Reposado) is now distributed by Bardinet La Martiniquaise Out of Home.
The José Cuervo Traditional, Platino and Réserva de la Familia products are now managed by independent company CBH, a specialist in premium products for cocktails and degustation.
In a statement, La Martiniquaise said the distribution agreement “strengthens” its position in white spirits, the top category for cocktails in the French markets.
The Group added that the developed consolidates its “Spiritainment” strategy of “selling through seduction and entertainment”.
José Cuervo’s history can be traced back to 1758, when Don José Antonio de Cuervo received land from the king of Spain. The Cuervo family planted agave to make vino mezcal, a Tequila predecessor. Today, José Cuervo is produced in the city of Tequila, Mexico.