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El Tequileño lands in South Korea

Charter Brands has partnered with South Korean distributor Liquor & Joy to bring its El Tequileño Tequila to a new market.

El Tequileno bottle from Charter Brands
El Tequileño Tequila aims to grow in 30 countries this year

Liquor & Joy will be responsible for introducing the Tequila brand to South Korea’s hospitality, wholesale and retail sectors.

“Over the past three years, we have experienced remarkable success with El Tequileño, expanding its presence across Europe and key markets worldwide,” said Arkaitz Giménez, sales director at Charter Brands.

“As interest in Tequila surges across the Asia Pacific region, we’re thrilled to announce our partnership with Liquor & Joy in South Korea. This strategic collaboration marks a significant step in our global expansion journey.

“Building upon our success in over 25 markets, including South Africa, Australia and Turkey, we’re now ready to make a significant impact in dynamic markets like Hong Kong, Singapore, Thailand and Indonesia.

“Our objective is clear: to establish El Tequileño and Charter Brands’ portfolio in key markets worldwide.”

In January, El Tequileño became available in the Netherlands. Charter Brands hopes to grow the brand in more than 30 export markets during the upcoming year.

Soo Jin, chief financial officer and director general of import at Liquor & Joy, said: “We have been leading the mid-priced Tequila market for more than 20 years as an alcohol expert in the Korean market, which is increasingly becoming a strong centre of alcohol consumption in Asia.

“After the explosive growth of whisky over the past few years, in order to meet consumer demand for premium Tequila in the market, we sought out a premium brand and finally found El Tequileño that is perfect for our needs. Many Tequila experts have praised the brand and its numerous awards have given us confidence.

“Finally, we met Charter Brands in Bar Convent Berlin last year, which was an important opportunity to turn our faith into confidence.

“We think that El Tequileño, as a premium brand in the growing Korean Tequila market, can satisfy all the needs of consumers.

“Additionally, Charter Brands’ innovative business dynamism has solved the difficulties in business accessibility in Mexico. We believe there are many business ventures we can pursue with Charter Brands, and El Tequileño will be the start.”

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