Fraternity Spirits is initially targeting the on-premise channel in the country for the vodka brand. The primary goal is to establish a strong presence in premium bars, restaurants and luxury hospitality venues.
Already, Fraternity Spirits has secured some key listings with restaurant chains in Mexico. These include La Buena Barra. In addition, the brand is now listed with luxury hotels, including Hyatt Cancun and Hotel Presidente. After this initial phase, the focus will expand to include off-trade chains and wholesalers in order to expand the reach of this all-European spirit.
The move into Mexico comes at an important time in the brand’s growth. Tovaritch!, which has long been the world’s most highly awarded vodka, recently announced its 150th international trophy, having won Gold at the Vodka Masters 2024 in the super-premium category.
The premium vodka sector in Mexico is experiencing a slight increase in volume currently, and the expectation is that it will maintain a steady volume during the next three years, selling around 20m litres per year.
Tovaritch! is made in Latvia, part of the EU, using 100% traceable European wheat. The Swiss-based company that owns the brand was founded by Eugenio Litta Modignani after he discovered an ancient family recipe which led to the development of this liquid.
“We are delighted to be bringing our fine vodka to Mexico,” said Litta Modignani. “This is a country, with its long tequila tradition, where beautifully made spirits are really appreciated and we are excited to work with Fraternity Spirits to introduce Tovaritch! Vodka to an even bigger audience. Already, we are sold in over 20 countries.”
Fraternity Spirits CEO Rafael A, Berardi added: “Tovaritch! Vodka is not just a premium product; it’s a symbol of authenticity and craftsmanship.
“Our goal is to introduce consumers in Mexico as the most recognised awarded vodka in the world.”
