NETHERLANDS. Mondeo Trading Europe (MTE) is following up on domestic market success to launch Mexico’s number-one tequila El Jimador in duty free across Europe.
The alcoholic beverage producer exports, imports and distributes through blue-chip retailers such as The Nuance Group.
MTE spokesperson Juanita Grönlund said: “Initially we introduced the tequilas El Jimador and Herradura into duty paid markets in Scandinavia and elsewhere in Europe. Since 2003 we have been moving into duty free markets in Europe.”
El Jimador (The Harvester) has become Mexico’s favourite tequila since its launch in 1994. With a light gold colour, the liquor is aged in oak for two months to produce a smooth taste that can be sipped straight or mixed for premium cocktails.
The Herradura distillery which produces Tequila El Jimador, founded in 1870, has the world’s largest delivery capacity and is the leading producer of 100% blue agave tequila. Herradura holds ISO9000 quality certification.
MTE says that together with Herradura it is focusing strongly on developing the duty free markets worldwide, and will give total support to its partner retailers.
“The launch will be supported by direct activities in outlets and we will bw participating in the TFWA exhibition in October,” said Grönlund. “Our strategy is to offer higher quality tequila than the competitors in the same category, at the best value for money.”
MT Europe has also announced the launch of its Patrona beer brand into duty free. Patrona, a premium lager, was first brewed in Mexico in 1784, and is now produced in Belgium. The company promises excellent pricing and point of sale material to support the launch. 330ml bottle and can presentations of are available.
Trade enquiries to Mondeo Trading Europe in Amsterdam on e-mail: info@mondeotrading.com or telephone +31 20 570 89 57.
