El Tequileño launches in the Netherlands

Tequila brand El Tequileño is now available in the Netherlands after agreeing a distribution deal with Charter Brands and the Craft Spirits Company.

Charter Brands has already helped El Tequileño enter the Dominican Republic and Turkey.

For 2024, Charter Brands has set a goal to grow the Tequila brand’s footprint to more than 30 export markets.

Arkaitz Giménez Amesti, sales director at Charter Brands, noted: “I am proud to witness the team’s commitment to expanding the global presence of El Tequileño. With the addition of the Netherlands, we have solidified a robust footprint worldwide, particularly in Europe.

“As we look ahead to 2024, we have ambitious plans to grow the brand in over 30 export markets. The dedication of Craft Spirits Company aligns with our values, and we are excited about our future together.”

El Tequileño was established in 1959 by Don Jorge Salles Cuervo.

The brand’s portfolio includes Reposado Gran Reserva, which is aged for a minimum of eight months in American oak barrels and blended with a small amount of añejo aged in American oak.

Sinéad Van Zijl, export sales manager at Charter Brands, added: “With a shared vision for delivering top-quality drinks, we are confident that El Tequileño will find a home among those who appreciate craftsmanship and exceptional spirits.”

The Craft Spirits Company said the Tequila brand aligns with its company values.

“After tasting the Tequila, we were beyond excited to start with this brand for the Dutch market,” said Riley van Eijkelenborg, co-owner of Craft Spirits Company. “The quality that the El Tequileño team strives for in their Tequila is high. We really feel there are no shortcuts being made.

“Now this has been confirmed, with the distillery winning Agave Producer of the Year in the renowned International Spirits Challenge. We are looking forward to letting everyone taste El Tequileño in the Netherlands and grow the brand together with the distillery and the great people of Charter Brands.”