Travel retail and duty free specialist liquor agent Haleybrooke International has reached an agreement to represent Centinela Tequila in the channel, with activity starting from the IAADFS Summit of the Americas.

Founded in 1904, Casa Centinela is one of the oldest distilleries in Mexico, and one of the largest owners of Highland agave fields.

The company’s inventory of aged Tequilas is also one of the biggest, with more than 69,000 oak barrels currently maturing in its warehouse.

In addition to distilling spirit for its own brands, including Cabrito Tequila, it also serves as a contract producer for a number of well-known, super-premium agave brands.

“Since its origin and until recently, we have been focused solely on the Mexican market,” said Silvio Leal, Managing Director of Centinela, USA states.  

“But now we are looking to launch in the domestic USA market and beyond, and we have the perfect partner, Haleybrooke International, to help us with the very important travel retail and duty free channel.”

Patrick Nilson, President of Haleybrooke International, added: “As travel retail business started to rebound after Covid, our customers were asking for tequila as it is one of the fastest growing liquor categories. 

“We were very happy to form an alliance with Casa Centinela and to be able to capitalise on the history and quality of their brands. 

“Also, we believe that we have very interesting price positioning to present to our duty free customers, with our suggested duty free retails being US$28.00 for a litre of Centinela Blanco, US$31.00 for a litre of Centinela Reposado, and US$60.00 for a 750ml of Centinela Eterno Cristalino.”

Haleybrooke International is exhibiting at the Summit of the Americas with a number of spirits brands, including Centinela Tequila, at Foyer 6.

The IAADFS Summit of the Americas takes place in West Palm Beach, Florida, from 16-19 April 2023.

Travel retailer Gebr. Heinemann has spoken about the potential growth of Tequila in the channel, noting a particularly strong performance for products priced over €100.