Invicta Watch Group expands into Tequila
American watch designer Invicta has collaborated with travel retail curator Starboard Group on a private label Tequila that will launch on 26 cruise ships this summer.
The Tequila, produced by Casa Maestri Distillery in Jalisco, Mexico (NOM 1438), is Invicta Watch Group’s latest move into becoming a lifestyle brand, and is described as a first-of-its-kind – and first-at-sea – collaboration between a watch maker and a Tequila producer.
Celia V Maestri, CEO and co-founder at Casa Maestri Distillery, said: “We’re extremely honoured to partner with Invicta and Starboard to produce Invicta Tequila. We nurture our agave fields with the utmost care and use traditional production methods to ensure every bottle of Invicta meets the highest standards and reflects the brand’s bold spirit and commitment to quality craftsmanship.”
The launch is said to mark a milestone in Starboard’s history as it is the first time the company has spearheaded the creation of a branded, premium spirit from concept to shelf.
It also reflects Starboard’s continuing evolution beyond traditional vacation retail operations into brand building, experience curation, and category innovation.
The company says that it identified Tequila as a natural brand extension opportunity that would give Invicta fans a new, collectible, and consumable way to celebrate their love of the brand by leveraging its deep understanding of Invicta’s passionate customer base.
“We are thrilled to debut Invicta Tequila exclusively onboard 26 cruise ships and give guests on those vessels a chance to experience the product before anyone else in the world,” said Lisa Bauer, president and CEO, Starboard Group. “This launch builds on our strong partnership with Invicta and leverages our expertise and global resources in the premium spirits space to help extend the brand into a new lifestyle category and offer exclusive, personalised onboard experiences that will excite its customers and fans.”
Eyal Lalo, CEO of Invicta Watch Company, added: “We are proud to continue our expansion as a lifestyle brand by launching Invicta Tequila exclusively on cruise ships across the globe.
“Starboard was the perfect partner for us to collaborate with on our first entry into the high spirits space, as they have strong global relationships in the category and deep knowledge of our customers, who are passionate about the Invicta brand and excited to engage with us across a growing array of lifestyle products and exclusive experiences.”
The initial launch of Invicta Tequila onboard 26 cruise ships is said to also tap into Invicta fans’ love of brand exclusives by creating an immersive, experience-led debut for the new spirit, and giving cruise guests first access to the product alongside personalised offerings such as on-board tastings.
In 2023, Casa Maestri expanded its agave spirits portfolio with the acquisition of Santera Tequila for an undisclosed sum.
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