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Camarena Tequila partners with Charter Brands
Independently owned Tequila producer Camarena has teamed up with Charter Brands to expand its global distribution.
Charter Brands will oversee Camarena’s distribution in the European, Asia-Pacific (APAC) and African markets and play a vital role in delivering the brand’s ambitious growth plans.
Matt Ashton-Melia, managing director at Charter Brands, said: “We are delighted to welcome the Camarena Tequila brand into the Charter Brands portfolio.
“As the 8th best-selling Tequila in the US and the only independently owned brand in the Top 10, we see huge potential for what we can deliver in Europe, the Middle East and Africa (EMEA) and APAC regions. 100% agave Tequila produced without using a diffuser and available at an accessible price point has tremendous scalability in today’s market.
“Already, we’ve seen fantastic buy-in for the brand and plan to scale Camarena quickly to deliver more than 10,000 case sales in year one of our cooperation. We would like to thank the Camarena family for choosing Charter Brands as their partner in delivering the brand’s ambitions growth plans.”
The distributor has already secured a listing for Camarena with Viriathus Drinks in Portugal.
Speaking of Tequila’ potential in Portugal, César Coutinho, business unit manager at Viriathus Drinks, said that “the Tequila market in the last two years has emerged more strongly; the consumer is more attentive and wanting to know more and better the world of Tequilas”.
On choosing Camerena, he added: “Camarena Tequila was undoubtedly our choice as soon as the opportunity arose through Charter Brands to bring the brand to the Portuguese market, a Tequila with an excellent profile for both connoisseurs and new consumers; we have the confidence that it is the perfect Tequila for the consumer in Portugal. We are sure that this new partnership between us, Viriathus Drinks and Charter Brands will be long and very successful.”
Camarena Tequila is made with 100% Blue Weber agave and is said to blend traditional and modern techniques.
The brand’s range comprises a signature silver Tequila and two aged varieties, reposado and añejo.
Camarena joins Charter Brand’s portfolio of agave spirits, including El Tequileño, and Tierra Noble and Noble Coyote mezcals.
Mariangela Villaseñor, international sales senior executive at Camarena Tequila, said: “We’re excited to start this new Tequila distribution in Europe, APAC and Africa, and we are confident that there’s no better choice than doing it with Charter Brands. Their passion and dedication to growing brands aligns perfectly with our vision and made it easy to decide this partnership.
“We are deeply proud of Tequila Familia Camarena, its history, traditions, and everything it represents, and we firmly believe the brand has great potential in the European market, and we couldn’t be more confident that Charter Brands is the ideal partner to take our brand to every corner of Europe. Here’s to a future full of success.”
Other brands that have recently joined Charter Brands’ portfolio include Aluna Rum and Virginia Distillery.
Last year, the distributor launched The Incubator service, which aims to help spirits producers connect with distributors globally.
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