Charter Brands teams up with Hanos
Export partner Charter Brands has appointed Hanos as the distributor of Camarena Tequila, Redwood Empire Whiskey, and Dublin’s Own in the Netherlands and Belgium.
As part of the agreement, Hanos will introduce the three brands to the hospitality and retail sectors in the Netherlands and Belgium for the first time.
The partnership aims to enhance Charter Brands’ visibility in Europe.
Tayla Wilson, account manager at Charter Brands, commented: “We’re proud to be partnering with Hanos to introduce Camarena Tequila, Redwood Empire, and Dublin’s Own to the Netherlands and Belgium. Hanos has a strong reputation in the HoReCa [hotel, restaurant, and catering] sector and retail space and a proven ability to build premium spirits in their markets.
“These brands bring authentic heritage, clear provenance, and a distinct point of difference, which aligns perfectly with our approach to portfolio quality and range curation. This partnership represents a strategic step in expanding our premium portfolio across Europe, and we’re confident it will create long-term value for the trade and consumers alike.”
Camarena Tequila is made with 100% Blue Weber agave and is said to blend traditional and modern techniques. The brand’s range includes a signature silver Tequila and two aged varieties, reposado and añejo.
Redwood Empire Whiskey is an American whiskey, Bourbon and rye brand based in California.
Meanwhile, Dublin’s Own is a spirit drink produced by the Dublin Whiskey Distillery Company.
Hans Koomen, head buyer of wine and spirits at Hanos Nederland, said: “At Hanos, we are constantly seeking distinctive, authentic brands that meet the needs of the professional HoReCa and retail sectors in both the Netherlands and Belgium. By adding Camarena Tequila, Redwood Empire and Dublin’s Own to our portfolio, we further strengthen our international spirits range with brands rooted in craftsmanship, origin and authenticity.
“Camarena Tequila represents genuine Mexican heritage, offering high-quality Tequila made from 100% blue agave with a strong focus on tradition and consistency. Redwood Empire brings a unique American whiskey proposition, inspired by its Californian roots and known for its innovative blends, sustainability values and bold flavour profiles. Dublin’s Own completes the portfolio with an Irish whiskey that combines approachability with character, making it highly relevant for both bartenders and whiskey enthusiasts.
“Both the Dutch and Belgian markets show increasing demand for premium, story-driven spirits. Working with [Charter Brands’] experienced team enables us to build these brands sustainably, with a strong focus on education, visibility and long-term partnerships.”
Related news
Auténtico Nativo expands US distribution
Southern Glazer’s: data insights into distribution in the US
