Charter Brands teams up with Noble Coyote

Spirits distributor Charter Brands has partnered with Noble Coyote to bring the mezcal to new markets.

Noble Coyote is produced in the villages of San Luis Amatlán, Matalan and San Pablo Villa de Mitla in Oaxaca, Mexico.

Every bottle of the mezcal is numbered and identifies the maestro mezcalero who made it, the village it was made in, the type of agave used and the batch number.

Nikša Pirović, co-owner of Noble Coyote and managing director of Pacific and Lime, said: “With their extensive global footprint, Charter Brands offers unparalleled access to markets worldwide, allowing us to introduce Noble Coyote to a broader audience.

“This partnership will also enable Noble Coyote to expand its presence into new countries where we are currently not present, thanks to Charter Brands’ established distribution channels. The company will be instrumental in amplifying our brand’s reach and securing its position as a leader in the mezcal industry.”

The mezcal will join Charter Brands’ agave spirits portfolio, which includes Cuentacuentos and El Tequileño. The latter brand is now established in more than 20 markets globally, the distributor said.

Matt Ashton-Melia, managing director of Charter Brands, added: “This collaboration is a result of our shared values and the tremendous potential we see in working together.

“The firm stood out among other potential partners due to their ‘right size’ approach, boasting a limited but high-quality portfolio that complements our brand impeccably.”

Last month, Charter Brands added Neurita to its portfolio and will oversee the international expansion of the Tequila brand.

In October last year, Pacific and Lime secured a distribution deal with Mavolo Beverages in Italy for Noble Coyote.

The brand’s range includes five expressions: Coyote, Espadín, Jabalí, Tobalá, and Capon.