El Tequileño enters Spain

Charter Brands has secured a partnership with Central Hisúmer to bring El Tequileño to Spanish drinkers.

Charter Brands, the distribution partner for El Tequileño, said agave spirits is ‘having its moment in the sun in Spain’.

Arkaitz Giménez, sales director at Charter Brands, said: “Spain has always been a key market for both Charter Brands and El Tequileño and we appreciate its importance as a reference for other European markets.

“Being Spanish myself, I am very excited about what the brand can achieve in such a competitive market alongside Central Hisúmer.

“El Tequileño is a special brand recognised by the quality of the liquids and is proud to still have the family involved in the business. We therefore needed a partner that shared our values and understood our value proposition.

“Central Hisúmer was a perfect fit – having been in the market for over 25 years working with well-established brands, they also have full national coverage, so we are delighted with this partnership.”

Based in Alicante, Central Hisúmer looks after brands including Douglas Laing & Co, Mintis Gin, Isle of Raasay Distillers, AU Vodka, Lokita Tequila and mezcal, and Don Primo Tequila.

Raúl Gambín, project manager at Central Hisúmer, added: “We set out to incorporate a Tequila brand into our portfolio that will have the highest standards of quality, exclusivity, family tradition and the was once still ‘a secret’ to the general public.

“This is why after an arduous search for a Tequila that met these requirements, the only one that combined all of them was El Tequileño.”

Earlier this year, the brand launched in Australia through CNV Liquor.