Vieroma enters US with Helmsman Imports
Peruvian cacao liqueur Vieroma has partnered with New York-based Helmsman Imports to launch in the US.
Vieroma’s entry into the US market is said to be driven by a steady increase in interest in provenance- and ingredient-led liqueurs in the country.
Juliette Dougherty, business development manager at Helmsman Imports, said: “Most liqueurs are built around flavouring systems and shelf speed. Vieroma is built around a real ingredient with a traceable, difficult supply chain. That’s a different conversation with buyers, and it’s one the market is ready for.”
The liqueur is born deep in the Peruvian jungle, where small-scale farmers hand-harvest cacao in remote growing regions accessible only by river and unpaved roads.
The beans are fermented and sun-dried at their source before being transported along Andean routes to coastal processing facilities near Lima. There, they are hand-sorted, roasted, and crafted into the final product using natural processes without any artificial additives.
Khasha Touloei, founder of Vieroma, explained: “We didn’t set out to make an easy product. Every bottle traces back to specific farms, specific harvests, and a process most brands won’t attempt. Helmsman understood that story and how to bring it into the US properly.”
Through Helmsman Imports, the brand has already established distributor partnerships with Western States Beverages in California and Franco Wine and Spirits in Nevada.
An importer plays a crucial role in helping brands access both on- and off-premises accounts within the US three-tier system. The system mandates that all alcohol brands must work through licensed distributors to reach retail and hospitality outlets.
Helmsman Imports will manage compliance, importation, and market entry as Vieroma expands into new states.
The partnership follows a similar deal between Helmsman and Scotch bottler Bottle Dreams.
Earlier this month, the importer partnered with distributor 7th Sky Ventures to help emerging brands enter Florida.
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