Tovaritch! Vodka lands in Mexico
Tovaritch Spirits International’s (TSI) vodka brand Tovaritch! has partnered with distributor Fraternity Spirits Mexico to debut in Central America.
The partnership with Fraternity Spirits will initially see Tovaritch! target the on-trade with a primary goal of establishing a strong presence in premium bars, restaurants, and luxury hospitality venues.
Fraternity Spirits has already secured key brand listings with restaurant chains in Mexico, including La Buena Barra, and luxury hotels, such as Hyatt Cancun and Hotel Presidente.
After the initial phase, the focus will expand to include off-trade chains and wholesalers to extend the reach of the European spirit.
Eugenio Litta Modignani, CEO and founder of TSI and Tovaritch!, said: “We are delighted to be bringing our fine vodka to Mexico. With its long Tequila tradition, this country is a place where beautifully made spirits are appreciated.
“We are excited to work with Fraternity Spirits to introduce Tovaritch! Vodka to an even bigger audience. Already, we are sold in over 20 countries.”
The move comes just weeks after the brand received its 150th international trophy, having won Gold at The Vodka Masters 2024 in the super-premium category.
According to the brand, the premium vodka sector in Mexico is currently experiencing a slight increase in volume, with an expectation of a steady rise in the next three years. It sells around 20 million litres per year.
The vodka is made in Latvia, using 100% traceable European wheat.
The Swiss-based company that owns Tovaritch! Vodka was founded by Modignani after discovering an ancient family recipe that led to the brand’s development.
Related news
Tipple: rethinking brand building and distribution strategies
