Tequila Enemigo expands to Dubai and Monaco
Recently acquired by Madaluxe Group, UK-based Tequila Enemigo has expanded distribution into two markets.
California-based MadaLuxe Group acquired a majority stake in the brand in September 2023. As the first step in the expansion, Tequila Enamigo is entering the United Arab Emirates (UAE) through a partnership with African + Eastern, the leading distributor in the region. The agreement includes all Gulf Cooperation Council (GCC) regions, starting in Dubai. “We are excited to embark on this journey eastward, with the UAE serving as a cornerstone market for us. It will also be a key market as we look to launch our higher-end SKUs toward the end of 2024,” stated Max Davies-Gilbert, co-founder of Tequila Enemigo. Jason Dixon, CEO of African + Eastern, added: “Tequila Enemigo's strategic expansion into the UAE marks a significant milestone for the brand, as Madaluxe Group continues to grow its global footprint. Partnering with Tequila Enemigo, a brand known for its quality and innovation, aligns perfectly with our commitment to offering our customers and shoppers the finest selection of premium spirits. We are thrilled to be a part of this journey and look forward to a successful long-term collaboration across the GCC markets.” Among the notable UAE accounts set to feature Enemigo are premium venues Billionaire and Amazonico, both in Dubai. In addition to the UAE, Tequila Enemigo has partnered with distributor MDV to launch the brand in Monaco. The Tequila is set to launch in Monaco's Twiga nightclub and the new Amazonico Monte Carlo. “Monaco and Dubai have been identified as prime markets for Tequila Enemigo’s ultra-premium liquid, given their sophistication and high-end appeal. These new locations will integrate seamlessly with our existing key territories—Mexico City, London, New York, and LA. We’re incredibly excited to activate in these new markets and can’t wait to get started,” said Adam Freede, CEO and founder of Madaluxe Group. Tequila Enemigo was founded in 2017 by Robin Clough, Sebastian Gonzalez and Davies-Gilbert.
