According to Kommersant, Magnit, the large Russian retailer, has struck a deal with Tatspirtprom to bring its own Sombrero tequila to off-chain retail venues and restaurant chains. This move marks a deliberate expansion of Magnit’s product footprint beyond its traditional stores, leveraging Tatspirtprom as a key supplier, producer, and distributor to service the new channels. The collaboration aims to widen access to Sombrero while maintaining the brand’s Mexican heritage and the retailer’s growing spirits portfolio. (Kommersant)
Sombrero tequila is currently imported by Magnit from Mexico for its store network. The new arrangement with Tatspirtprom will extend delivery to additional alcohol venues, including independent retailers and on-trade outlets such as bars and restaurants. The partnership is designed to support a broader distribution approach, ensuring steady supply and consistent product quality across the newly targeted channels. (Kommersant)
Sales are slated to begin in the third quarter of 2023, covering July through September, with an initial volume target of 3,000 decaliters for the first year. Sombrero already holds a notable position in the domestic tequila segment, accounting for about 5.5 percent of category sales. In 2022, Magnit reported that Sombrero’s sales rose by approximately one and a half times in monetary terms, reflecting growing consumer interest and the brand’s increasing recognition in the market. (Kommersant)
Ramon González Figueroa, who serves as the director of the Tequila Regulatory Council, noted in the latter half of January that tequila production in Mexico and exports to other countries have surged dramatically over the past three decades, with growth surpassing five hundred percent. The evolving global supply landscape underscores the potential for more Mexican tequila brands to reach international consumers, including Russia, through strategic partnerships and distribution networks. (RTRC statements reported by Kommersant)
In parallel coverage this week, media outlets highlighted talk about former footballer David Beckham exploring plans to launch a range of strong spirits, including tequila and whiskey, under a new brand. The discourse around Beckham’s potential venture adds to the broader trend of celebrity-backed beverage brands entering international markets and shaping consumer interest across North America and beyond. (Kommersant)