Noble Coyote Mezcal lands in Poland

Spirits distributor Charter Brands has partnered with M&P Pavlina to launch Noble Coyote Mezcal in Poland.

The deal follows a ‘strong interest’ in the mezcal brand at this year’s M&P Pavlina Festival, which was hosted by the Polish distributor.

Noble Coyote will be introduced to the Polish on- and off-trade.

Mirosław Pawlina, president of the management board at M&P Pavlina, said: “M&P Pavlina in Poland imports and distributes quality spirits. In Poland, we have the largest portfolio of products offered. We have not yet had a representative from a premium group in the mezcal category.

“Charter Brands came to our aid, and we started working on the Noble Coyote brand. Since we serve various distribution channels, this product will become a permanent part of our offer to the satisfaction of our customers.”

Pawlina added: “At the 15th edition of the M&P Pavlina Festival, where we hosted 5,000 viewers, the Noble Coyote stand appeared for the first time and enjoyed great interest. Currently, mezcal is already on the shelves of specialised alcohol and wine stores, where it will find its permanent place.”

Noble Coyote mezcals are crafted in the village of San Luis Amatlán in Oaxaca, Mexico.

Every bottle in the brand identifies the maestro mezcalero who made the spirit, the village in which it was made, the type of agave, the lot, and the bottle number. The distillers are also named on the labels as a guarantee of their commitment to the authenticity of their craft.

Charter Brands teamed up with Noble Coyote in July 2023 to bring the range to mezcal enthusiasts in new territories and create a global demand for the brand.

The brand is currently available in more than 14 markets, including Cyprus, Bulgaria, Albania, the Netherlands, Turkey, Ukraine, Colombia and the USA.

Sinéad Van Zijl, business development manager at Charter Brands, commented: “We are thrilled to partner with M&P Pavlina as the exclusive distributor of Noble Coyote Mezcal in Poland. With its strong reputation and expertise in the premium spirits market, M&P Pavlina is the ideal partner to introduce the brand to a discerning Polish audience.

“We see enormous potential for the mezcal brand to thrive in Poland, where consumer interest in artisanal and authentic spirits is rapidly growing. Together, we aim to bring the rich cultural heritage and distinct craftsmanship of mezcal to life, offering Polish consumers a unique and memorable experience that only Noble Coyote can deliver.”