El Tequileño heads to Croatia
Charter Brands has secured a distribution agreement with G3 Spirits to introduce El Tequileño Tequila in Croatia.
Making its Croatian market debut this spring, El Tequileño aims to tap into the growing on- and off-trade channels ahead of the holiday season.
The deal with G3 Spirits is part of the brand’s efforts to expand its presence in the broader Balkan markets over the next 12 months.
Matt Ashton-Melia, managing director of Charter Brands, said: “We are delighted to welcome G3 Spirits on board with an initial agreement for Croatia, which we hope to extend to the wider Balkan countries throughout 2025.
“El Tequileño has demonstrated its ability to perform in a wide range of markets, and we have big expectations for what we can achieve in this region with the support of such a capable distribution partner.
“I would like to thank Tin Opačić [managing director, G3 Spirits] for the priority he’s placed on this project so that we can launch in spring 2025 and take advantage of peak season in Croatia.”
G3 Spirits claims to be the leading distributor of premium spirits, soft drinks, and sparkling wine in Croatia, Bosnia and Herzegovina, Montenegro, Serbia, and Slovenia.
Opačić, managing director of G3 Spirits, commented: “We have been developing international brands for over 30 years, both [in the] on- and off-trade channels. The on-trade environment has become increasingly demanding, with a constant need to innovate and offer new solutions to our on-trade partners. Mixology and mixability are one direction where we see added value for both our consumers and customers.
“G3 Spirits has been a pioneer in this field, working with international brands such as Jägermeister and William Grant & Sons, Thomas Henry, Giffard syrups and liqueurs, Tito’s, Cocchi, and Fee Brothers, to name a few.”
With Charter Brands’ backing, El Tequileño has secured a presence in 40 global markets, most recently in Denmark, Georgia, China, Hong Kong, and Singapore.
At The Tequila & Mezcal Masters 2025, El Tequileño’s range was recognised with three pairs of Master, Gold and Silver medals.
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