Camarena Tequila arrives in France
Exporter Charter Brands has partnered with Paris-based distributor CBH to launch Camarena Tequila in France.
CBH will be responsible for introducing the independent brand to the on-trade sector in France and for enhancing its presence in the agave category.
The new distribution announcement coincides with reported growth in the category in France, creating an opportunity for Camarena to ‘capture bartenders’ attention’.
Mareva Menjivar, CEO of CBH, expressed her enthusiasm for the partnership with Charter Brands and welcomed Camarena Tequila to CBH’s portfolio as part of one of “the most significant updates” to its brand lineup.
Menjivar said: “As the leading distributor of premium spirits for cocktail tasting, being chosen to be the strategic partner to launch the brand and secure its development in the French on-trade is a true honour. We believe Camarena will play a key role in supporting the growth of agave spirits in the market.
“With increasingly knowledgeable consumers seeking high-quality Tequila, Camarena delivers exceptional taste and craftsmanship while remaining accessible, addressing the budget realities faced by today’s HoReCa (hotel, restaurant, and catering) professionals.
“This addition perfectly reflects our commitment to offering premium, well-loved brands that meet both consumer expectations and on-trade needs, reinforcing CBH’s position as a partner of choice for innovation, quality, and growth.”
Charter Brands has been Camarena’s exclusive export partner since 2025, driving the brand’s international growth across Europe, Asia-Pacific, and Africa.
Camarena Tequila is crafted from 100% Blue Weber agave, blending traditional and modern techniques. The brand offers a signature silver Tequila, along with two aged varieties: reposado and añejo.
Charter Brands asserts that CBH is the ideal partner to help Camarena Tequila seize opportunities in France and Monaco.
Tayla Wilson, account manager at Charter Brands, said: “Bringing Camarena Tequila to France is an exciting milestone for us. We saw a clear opportunity to grow the agave category in the on-trade by partnering with CBH, where bartenders are increasingly seeking premium yet versatile Tequilas.
“Camarena combines quality, consistency, and accessibility, making it an ideal choice for classic cocktails and creative serves.
“Partnering with CBH allows us to introduce the brand effectively and ensure it reaches both professionals and consumers who will appreciate its craftsmanship.”
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