El Tequileño expands footprint in Asia

Charter Brands, the export partner of El Tequileño, has chosen Drinks99 to distribute the Tequila in China, Hong Kong and Singapore.

Drinks99 is a market leader in beverage distribution and will begin introducing the Tequila range to premium venues and specialist retail stores from July.

“With our sights set on Asia’s vibrant markets, we’re thrilled to announce our partnership with Drinks99 to launch El Tequileño in China, Hong Kong, and Singapore,” said Arkaitz Giménez Amesti, sales director of Charter Brands.

“We have seen a growing demand for premium, additive-free Tequila in the region in the past months opening numerous opportunities. Drawing from our success in Europe and other key global markets, we’re dedicated to expanding El Tequileño’s presence and sharing its quality and heritage with consumers.

“This marks an important milestone for us as we aim to be in over 40 countries by the end of the year, with the APAC [Asia Pacific] region expected to play a significant role.”

Daniel O’Connor, director of Drinks99, noted the growing popularity of Tequila in the region.

He said: “Amidst the burgeoning global stature of El Tequileño in the realm of spirits, adorned with numerous accolades and exceptional Tequilas, Drinks99 warmly embraces the addition of this esteemed brand to our portfolio.

“El Tequileño epitomises the quintessential qualities necessary for a triumphant brand launch across China, Hong Kong and Singapore, particularly amidst the burgeoning popularity of Tequila. We are excited to embark on this journey together.”

Charter Brands will significantly invest in the distribution of El Tequileño in 2024. So far this year, the brand has been launched in France, the Netherlands, South Korea and Cyprus.

El Tequileño was established in 1959 by Don Jorge Salles Cuervo and offers a wide range of premium Tequilas, including blanco, reposado, añejo, platinum and cristalino varieties.