Monarq Group and Chicago-based drinks company Phusion Projects have entered into a regional distribution partnership.
The collaboration will see Monarq represent Mamitas tequila-based seltzers in the Caribbean domestic and duty free markets as well as for Latin America and US duty free.
A popular brand in the US, Mamitas is a tequila-based seltzer with sparkling water and natural flavours.
Monarq Managing Director Robert de Monchy said: “With the growth in popularity of tequila in recent years and the explosion of spirit-based seltzer consumption among Millennials and Gen Z, it was only natural that these two categories would eventually meet.
“At Monarq, we are looking for the next generation of innovative and distinctive brands. Mamitas checks all the right boxes in this category. Made with real tequila and sparkling water, refreshing flavours like paloma, lime, pineapple and mango, 5% alcohol by volume, gluten free and low in sugar – through natural agave sweetener – with only 95 calories per serving.
“These are all characteristics consumers in this category value. We look forward to introducing and building Mamitas in our region and working with the Mamitas team.”
Phusion Projects Chief Marketing Officer Sam Catalina said: “At Phusion, innovation is at our core, whether that be through new product offerings or market expansions.
“We’ve seen consumer awareness for Mamitas grow in exciting ways in the US and Latin America over the last few years and are enthusiastic about launching Mamitas with Monarq in markets where the core DNA of the brand was inspired from.” ✈
