INTERNATIONAL. Starboard Group has launched Invicta Tequila, a premium spirit developed in collaboration with Invicta Watch Group and produced by Casa Maestri Distillery in Mexico.
Starboard Group President and CEO Lisa Bauer said, “We are thrilled to debut Invicta Tequila exclusively onboard 26 cruise ships and give guests on those vessels a chance to experience the product before anyone else in the world.
“This launch builds on our strong partnership with Invicta and leverages our expertise and global resources in the premium spirits space.
“It helps extend the brand into a new lifestyle category and offers exclusive, personalised onboard experiences that will excite its customers and fans.”
The Invicta Tequila launch reflects Starboard’s shift beyond traditional vacation retail into brand building, experience curation and category innovation.
The company leveraged its understanding of Invicta’s customer base to identify premium spirits – and tequila specifically – as a natural extension for the brand.
“We are proud to continue our expansion as a lifestyle brand by launching Invicta Tequila exclusively on cruise ships across the globe,” said Invicta Watch Group CEO Eyal Lalo.
“Starboard was the perfect partner for us to collaborate with on our first entry into the high spirits space, as they have strong global relationships in the category.
“They also have deep knowledge of our customers, who are passionate about the Invicta brand and excited to engage with us across a growing array of lifestyle products and exclusive experiences.”
Casa Maestri Distillery CEO and Co-Founder Celia V. Maestri commented, “We’re extremely honoured to partner with Invicta and Starboard to produce Invicta Tequila.
“We nurture our agave fields with the utmost care and use traditional production methods to ensure every bottle of Invicta meets the highest standards and reflects the brand’s bold spirit and commitment to quality craftsmanship.”
Starboard is introducing the spirit with an experience-led campaign, giving cruise guests early access through onboard tastings and other activations aimed at Invicta’s loyal customer base.
In addition to Invicta Tequila, Starboard is rolling out Invicta fragrances on selected ships this summer. 🛳️
