JP Aucher chosen to drive Mijenta Tequila growth in travel retail

By Luke Barras-hill |

Mijenta is embarking on its next phase of international expansion, which includes opportunities in global travel retail.

Travel retail drinks veteran Jean-Philippe (JP) Aucher will represent Mijenta Tequila in global travel retail outside the Americas, it has been announced.

The additive-free* sustainable tequila from the highlands of Jalisco has achieved B Corp Certification from non-profit organisation B Lab.

Shane Hoyne, International Director, Mijenta said: “The appointment of Jean-Philippe Aucher to represent us in global travel retail outside the Americas is an important strategic step for us as we put our interest in the channel into what we consider the very best hands. We are very excited about what we can achieve in travel retail through our partnership with JP.”

Three expressions make up the portfolio: Mijenta Tequila Blanco (RRP €55/$55.8), Mijenta Tequila Reposado (RRP €70/$70.9) and Mijenta Tequila Añejo Gran Reserva (RRP €200/$202).

JP Aucher (below), who left Stoli Group in January after 12 years as Global Travel Retail Director, represents several brands including Brockmans gin through his independent spirits consultancy JP Global Travel Retail.

“The dynamic super-premium tequila category is one of the most exciting in the travel retail channel right now, so to be appointed to represent a fast-growing brand of this nature is a wonderful opportunity,” he said.

“Not only will Mijenta Tequila be a great proposition in GTR with the quality of its liquid and beautiful packaging, but it has the added strength of its sustainable and eco-friendly approach, which have been core principles for the brand since its founding and now underlined by its B Corp status.

“With spirits consumers in GTR widely known to be looking for super-premium and sustainable products, Mijenta is a high-potential and very exciting brand for the travel retail market.”

Sustainability and environmental responsibility are core values for Mijenta, says the company.

All its products are carbon neutral and all packaging elements are claimed to be eco-friendly, from the labels and boxes to the sealing ring in the bottle cap.

Working alongside Climate Partner, the tequila firm has to date offset nearly 720,000 kilograms of CO2, funding community- and sustainability-focused programmes in Mexico, Colombia and Brazil in the process.

Mijenta launched its first expression in September 2020 and is available in number of tequila markets worldwide including the UK, Italy, Spain, Greece, the Netherlands and leading destinations across the Middle East and Africa.

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