Langley’s Gin and El Tequileño enter Greece

English gin brand Langley’s and El Tequileño Tequila have strengthened their international presence and secured listings in Greece.

Charter Brands has launched Langley’s Gin in Greece through marketing and sales company Amvyx.

Langley’s is working to cement its place as a ‘true global player’ with the move. The brand recently gained a distribution deal in France and Uruguay.

“Our ability to offer attractive commercials enables us to position the Langley’s brand shoulder to shoulder with the household names in our category,” said Matt Ashton-Melia, owner of Langley’s Gin.

“Delivering commercially and on these principles has been key to our success and growth in the Greek market.”

The Langley’s portfolio includes the London Dry, Old Tom, and First Chapter gins.

Antony Panagiotareas, marketing manager at Amvyx, said: “Langley’s branding, competitive pricing and superb quality of liquid plays perfectly into the Greek market.

“The brand’s performance is exceeding expectations due to support from bartenders and bar owners who have expressed a real appreciation for the liquid quality, coupled with an increase in tourists visiting post-Covid and the rising trend of domestic cocktail consumption.

“After a very positive start in Greece, it’s important we capitalise on this momentum and continue to establish Langley’s as a household premium gin brand.”

Langley’s also partnered with distributor Perola earlier this month to launch the gin in Austria, Germany and Singapore.

Tequila booms in Greece

Charter Brands has also gained a listing for El Tequileño in Greece with importer Deals.

Arkaitz Giménez, sales director at Charter Brands, said: “The Tequila category is having a major moment in Greece.

“We see massive potential for El Tequileño, due to its offering in the premium house-pouring segment with the Blanco, Reposado and the super-premium segment with the 1959 range.

“Its success to date – featuring on the menu of all major Tequila bars across Greece, including those on the World’s 50 Best Bars list – is testament to the fantastic liquid, its mass market appeal and both Charter Brands and Deals SA expertise.”

El Tequileño is further expanding its presence after recently launching in Australia and Spain.

Steffin Oghene, vice-president of global marketing and business development at El Tequileño, added: “Greece was an obvious choice in the distribution plans for El Tequileño, as we looked to strengthen our presence in Europe, due to its vibrant hospitality scene.

“Deals SA, with its strong distribution network and relationships across the industry, has proved to be perfect partner to further drive the expansion of El Tequileño and share our craft Tequila with the Greek market.”

Yiannis Botsaris, head of sales and marketing at Deals, predicts “rapid growth” for agave spirits and believes the Tequila category “will continue to expand and premiumise in Greece”.