To Infinium and beyond

As both a brand owner and agency partner for brands, Infinium Spirits’ portfolio focuses on high-quality spirits, heritage, innovation, and consumer-led initiatives.

Established in 2005 in San Diego, California, Infinium Spirits is a family‐owned distributor that identifies as a collective of global spirits. The company represents Mexico with multiple Tequila brands, such as Tears of Llorona, often referred to as the ‘jewel in the crown’, and Tequila Corralejo, celebrated for its traditional production methods.

Torres brings its Spanish heritage to the team with brands such as Torres Brandy, Casals Vermouth, and Magdala orange liqueur. Zaya Rum adds a Caribbean touch, with its balanced flavour profile.

Representing the US, Seagram’s Vodka, with roots dating back to 1857, and Templeton whiskey are star players.

“Our portfolio is driven by consumer‐led brands,” said Shane Fitzharris, senior vice-president commercial at Infinium Spirits.

“We focus on authenticity with each of our brands’ strong value proposition tied to its heritage, craftsmanship, and ability to resonate with today’s consumers. We ensure our products are relevant not just through tradition but through innovation and evolving consumer needs, reflected in our broad, award‐winning portfolio.”

In a standout year for Templeton whiskey, 2018 saw the brand open a distillery in Iowa, complete with a visitor centre and museum. Even though the whiskey brand made its debut in 2006, its roots are steeped in the rich history of Prohibition‐era rye production. Some recent innovations from Templeton include Midnight Rye, a blend of rye whiskey and the finest Port wine. In 2024, the distillery released its inaugural distillate, Templeton Fortitude Bourbon, distilled with local corn sourced from within 15 miles of the distillery grounds.

“Innovation is at the core of our strategy,” says Fitzharris. “Our two new Templeton products highlight our commitment to creativity, while honouring the brand’s legacy. The recent opening of the Templeton Distillery reinforces our dedication to brand storytelling and consumer experience.

“Across the portfolio, we continue to develop new products that align with consumer trends, such as premiumisation in the Tequila category with Tears of Llorona, flavour experimentation in Zaya Rum, and an exciting year ahead for Seagram’s Vodka. We are committed to keeping our brands fresh and exciting, and as we continue to grow, our focus on consumer‐led initiatives will remain at the heart of everything we do.”

Infinium Spirits has recently enhanced its marketing capabilities and expanded its commercial team to boost growth in the US and international markets. The company is focusing on building a specialised brand advocacy team in the US, to educate consumers, train staff, and promote brands at the point of purchase in partnership with distribution partners.

Global mindset

“While the US remains our strongest and most established market, we are adopting a global mindset, with current distribution in 75 countries across five continents,” Fitzharris says. “We continue to explore opportunities in markets across Europe, Latin America, Asia, and Australia, identifying regions where our brands can resonate with local consumers and where we can expand our footprint. Watch this space.

“With ambitious plans for the future, our goal at Infinium Spirits is to continue to create, own, and represent brands that are relevant not only in the USA but also internationally. For more information about our brands, visit www.infiniumspirits.com.”