El Tequileño lands in France

Charter Brands has partnered with La Maison Du Whisky (LMDW) to launch El Tequileño in France.

El Tequileño’s exporter, Charter Brands, chose LMDW due to its ‘dedication to promoting and developing the Tequila category in France and its shared heritage of family traditions’.

“France has long been a strategic market for us at Charter Brands and, over the years, we have successfully introduced several brands from our diverse portfolio here. Our new partnership with La Maison Du Whisky marks a significant milestone on this journey,” said Arkaitz Giménez Amesti, sales director at Charter Brands.

“We are excited to launch El Tequileño in France, a market we believe holds substantial growth potential for premium Tequila.”

Dubbed ‘Mexico’s best-kept secret’, El Tequileño was founded by Don Jorge Salles Cuervo in 1959 as a tribute to the spirit’s birthplace.

The brand uses blue agave from the highlands of Jalisco, which is cooked and distilled by master distiller Tony Salles.

“Through careful attention to the selection of local raw materials and expertise passed down through three generations, El Tequileño offers an opportunity to explore the nuances of this Mexican spirit with quality products,” said Claire Desnoyer, director of marketing and communication at LMDW.

“Internationally recognised and featuring a range of aged Tequilas for connoisseurs as well as more accessible options for neophytes, the brand possesses the key factors for success in the French market, and we are delighted to accompany them.”

The range of premium Tequilas includes blanco, reposado, platinum, cristalino and añejo varieties – all of which are available at LMDW’s online store.

The brand has rapidly expanded worldwide distribution with launches in the Netherlands, South Korea, and Cyprus in 2024.