Michael Chandler invests in Hiatus Tequila

Hiatus Tequila has partnered with American mixed martial arts (MMA) star Michael Chandler as it looks to grow its profile and ‘redefine what a celebrity partnership looks like in the spirits industry’.

Hiatus was founded five years ago, made in collaboration with third-generation Tequila makers La Cofradía, near the town of Tequila in Jalisco, Mexico.

It is currently available online and in stores across 44 US states, including New York, Florida, Illinois and California, with Nevada and Tennessee to be added soon.

With Chandler on board, the brand’s founder Kristopher De Soto hopes he will ‘amplify’ the brand’s awareness among both the MMA fan base and Tequila drinkers.

De Soto said: “We’re excited for the opportunity to connect to his audience and to introduce our brand to MMA-loving Tequila fans whom we’ve not yet encountered in our relatively short existence. Bringing an authentic spirit crafted with passion and integrity to Michael’s fan base is of great significance for both of us.

“This partnership with Michael Chandler is a genuine brotherhood. Hard-working individuals joining forces to bring awareness, education, and respect for tequila culture.”

De Soto noted that the collaboration was more than just a ‘business’ partnership.

He added: “It’s a comprehensive movement in which we hope to elevate the narrative surrounding celebrity collaboration

“We are two visionaries driven by a profound respect for the heritage of Tequila, with the goal of leaving behind a legacy defined by authenticity, integrity, and honesty in all that we do.

“Hiatus Tequila partnered with Michael Chandler because Hiatus’ brand values are reflected in Michael’s personal and professional life; authenticity, dedication, and the relentless pursuit of perfection.”

Michael Chandler’s involvement

Chandler currently fights in the UFC’s lightweight division and is ranked number five, with a bout with Conor McGregor, the founder of Proper No. Twelve Whiskey, expected next year. Other combat sports stars who have involved themselves with spirits include Floyd Mayweather and Saúl ‘Canelo’ Álvarez.

Beyond his financial investment, Chandler’s role will see him appear at events to promote the brand, participate in bottle signings and meet-and-greets, help Hiatus develop marketing campaigns and educate consumers on the importance of authenticity in the Tequila industry.

Chandler commented: “I’ve always been a fan of Hiatus Tequila’s commitment to traditional methods and its naturally clean, complex flavours. I’m excited to be a part of the Hiatus family and help bring the brand’s exceptional Tequila to a wider audience.

“Everyone asks me how I got to where I am in my career; there is no true silver bullet other than my values of hard work and dedication.

“With this partnership, my core values will ring true. I am not just an MMA fighter but a true businessman. I look forward to helping Hiatus Tequila grow by getting out into the market, meeting the fans and educating them on what I believe is the best Tequila on the planet.”

Hiatus has three expressions in its range: a blanco, a reposado and an añejo, each bottled at 40% ABV. The blanco retails for US$49,99, the reposado for US$59.99 and the añejo for US$69.99.

At the start of the year, it was revealed by IWSR Drinks Market Analysis that Tequila was the second most valuable spirit category in the US, having overtaken whiskey.