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Charter Brands expands agave spirits portfolio
UK-based spirits distributor Charter Brands has added Cuentacuentos Mezcal and Tso’ok Rum to its portfolio.
The distribution agreement will see Charter Brands focus on growing the brands in Europe, Asia and Africa.
Cuentacuentos Mezcal and Tso’ok Rum have already been established in the US and Australia.
Matt Ashton-Melia, managing director at Charter Brands, said: “We’re immensely excited about what we can do with the brands internationally. Cuentacuentos Mezcal and Tso’ok Rum will both be appreciated by our existing distribution network, but we’re also confident they will open doors to the most selective of importers/distributors internationally.”
Read Spear, president of Cuentacuentos, said it was an “easy decision” to partner with the distributor.
“What sold me on working with Charter Brands was a recommendation from our Australian import/distributor CNV Liquor – they are also a customer of Charter Brands and knew I was looking to extend the global reach of Cuentacuentos,” Spear explained.
“Nick Chappell, the owner at CNV only had good things to say about his dealings with the team and so it made for an easy decision.
“Cuentacuentos Mezcal operates as a development platform for small, family-run, artisanal mezcal producers. We seek out the most talented mezcaleros and help them to thrive.
“Thanks to our successful approach, we’ve already helped build three new palenques, financed two pickup trucks, funded three family weddings, and helped one producer purchase a new home. This is the core of our business, and it’s reflected in the quality of our products.”
Furthermore, Spear said Cuentacuentos had recently completed a “successful” raise that values the company at US$6 million.
He added: “We believe there is huge potential for Cuentacuentos Mezcal but also Tso’ok Rum, an extremely exciting category showing great promise as consumers look to explore other Mexican spirits.”
The distribution deal also marks Charter Brands’ first move into mezcal.
Ashton-Melia added: “With the success enjoyed to-date working in partnership with El Tequileño, the time has now come to add a premium mezcal to our assortment to complement our agave spirit offering.”
El Tequileño recently partnered with Future Wine and Spirits to launch in Turkey.