Haleybrooke International has reached an agreement to represent Centinela Tequila in travel retail.
Founded in 1904, Casa Centinela is one of the oldest distilleries in Mexico and one of the largest owners of agave fields in the highlands of Jalisco, Mexico, with an extensive inventory of aged tequilas. Its portfolio also includes Cabrito, one of the top five selling tequilas in Mexico.
Centinela USA Managing Director Silvio Leal said: “Since its origin and until recently, we have been focused solely on the Mexican market. But now we are looking to launch in the domestic US market and beyond and we have the perfect partner, Haleybrooke International, to help us with the very important travel retail and duty free channel.”
Haleybrooke International President Patrick Nilson commented: “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.”
A litre bottle of Centinela Blanco has a suggested duty free retail price of US$28; a litre of Centinela Reposado is US$31 and a 750ml bottle of Centinela Eterno Cristalino is US$60.
Centinela Tequila will be featured on the Haleybrooke International stand (Foyer 6) at this month’s IAADFS Summit of the Americas in West Palm Beach, Florida. 
