Tequila Enemigo, the UK-founded brand recently acquired by Madaluxe Group, a diversified luxury company, proudly announces its strategic expansion into two pivotal markets - the UAE and Monaco.
The first milestone in this expansion journey is the venture into the United Arab Emirates, facilitated by a partnership with African + Eastern, the leading distributor in the region. Starting with Dubai, this agreement encompasses all GCC regions, marking a significant step in Enemigo's global reach.
"We are excited to embark on this journey eastward, with the UAE serving as a cornerstone market for us," stated Max Davies-Gilbert, Co-Founder of Tequila Enemigo. "It will also be a key market as we look to launch our higher-end SKUs toward the end of 2024.”
Jason Dixon, African + Eastern CEO added, "Tequila Enemigo's strategic expansion into the UAE marks a significant milestone for the brand, as MadaLuxe Group continues to grow their 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's offerings are the prestigious Billionaire and Amazonico, both in Dubai, highlighting the brand's commitment to partnering with premier venues.
In addition to the UAE, Tequila Enemigo unveils its arrival in Monaco, a destination that epitomises luxury and sophistication. Teaming up with MDV, the brand is set to make its grand entrance into this iconic principality, by way of a partnership with Twiga, Monaco's most exclusive nightclub, and the launch of 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.” commented Adam Freede, CEO and Founder of Madaluxe Group.
Davies-Gilbert concluded, "These new market launches underscore our unwavering commitment to strategic growth, fueled by the formidable backing of Madaluxe. We look forward to further expanding our global footprint with our sights set on eastern markets in 2025 and expect to announce multiple, global, high profile hires shortly."
About MadaLuxe Group
MadaLuxe Group is a diversified luxury company focused on craftsmanship and quality. The group leverages its luxury expertise, operational strength, technology infrastructure and global retail networks to meet the continually evolving demands of a luxury consumer. MadaLuxe Group’s venture capital arm is an early-stage investor in companies with powerful, innovative technologies that have the potential to disrupt categories and markets. For more information, please visit MadaLuxeGroup.com.
About Tequila Enemigo
Tequila Enemigo was born out of difference, not conformity, and a relentless focus on quality. The company was brought to life in 2017 by Robin Clough, Sebastian Gonzalez and Max Davies-Gilbert, who set out to change the status quo of premium tequila. To date, Tequila Enemigo has received 60 awards across three continents, including 15 Double Gold accolades and five Tequila of the Year awards. Made from the finest Blue Weber Agave and filtered mineral-rich water of the Volcán de Tequila, then aged in new, custom, handmade American oak barrels, Tequila Enemigo showcases a flavor profile and position in the market unlike any other. Tequila Enemigo’s award-winning expressions include the Añejo Cristalino 89 and Extra Añejo 00, which walk the line between tradition and rebellion, giving the sipper a unique and meaningful experience.
About African + Eastern
African + Eastern is the largest beverage importer, marketer, distributor & retailer in the Middle East, operating 43 stores across the UAE and Oman. With roots tracing back over 300 years and 60 years as a liquor retailer in the Arabian Gulf, African + Eastern offers an extensive range of over 4,500 products via its partnership with leading global beverage producers across the spirits, wine, champagne, sake & beer categories.