Perra Suerte gears up for European launch
Small batch agave brand Raicilla Perra Suerte has appointed Stockholm-based AliasSmith as its exclusive European distributor.
The partnership will be officially unveiled at Bar Convent Berlin (BCB) from 6 to 8 October 2025, marking the beginning of Perra Suerte’s expansion into European markets.
Claes Puebla Smith, CEO of AliasSmith, said: “Perra Suerte is a rare and honest expression of raicilla – raw, regional, and full of story. We are proud to begin building its European journey, starting at BCB Berlin and then expanding into key markets.”
The European rollout will begin in Italy, where Perra Suerte will be available through 1492 Coloniale Group, and in the Czech Republic with EM Drinks.
Further market expansions, including the UK and other major European countries, are planned for 2026.
Perra Suerte is crafted in the Valley of Mascota, at an elevation of approximately 1,400 meters above sea level, using local agave species such as Maximiliana.
The agave is cooked in adobe ovens over wood fire, naturally fermented, and distilled in small pot stills. The spirit is bottled by hand in limited batches.
Raicilla is deeply rooted in the regional tradition of Jalisco’s agave culture and is considered a precursor to modern Tequila and mezcal.
Mauricio Montaño, director general of Perra Suerte, explained: “Raicilla has been Jalisco’s hidden treasure for too long – not because it was secret, but because it remained largely unknown. Perra Suerte is here to change that.
“With AliasSmith, we have found a partner that respects origin stories and knows how to introduce authentic Mexican craft spirits to bartenders and consumers across the continent.”
Industry data and trade reports indicate steady growth in alternative agave categories, driven by curiosity among bartenders and consumers eager to explore the full extent of Mexico’s agave heritage.
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