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Brown-Forman Appoints Coe Vintners as Distributor for Tequila Herradura and el Jimador in the UK


Brown-Forman announced today that Coe Vintners will be the exclusive distributor for the ultra premium Tequila Herradura brand and super premium el Jimador tequila brand in the United Kingdom. Starting in October, Herradura Silver, Herradura Reposado, Herradura Añejo, el Jimador Blanco, and el Jimador Reposado will be available in the U.K. In addition, a very limited stock of the extra aged Herradura Seleccion Suprema will be available on application.

The U.K. is a thriving market for distilled spirits and cocktails, and Brown-Forman believes that Coe Vintners, with its strength in the on-premise sector, is best positioned to introduce these authentic Mexican tequila brands to U.K. consumers.

“We are very pleased to have reached a distribution agreement with Coe Vintners,” said David Dearie, Brown-Forman Managing Director for Western Europe. “They are the perfect distribution partner to help build the Tequila Herradura and el Jimador tequila brands in the U.K. market.”

In addition to providing education and product training support, Coe Vintners will also be responsible for appointing UK brand ambassadors, whose responsibility will initially focus on informing the trade and consumers about the tequila category and these truly authentic Mexican tequila brands from Casa Herradura.

“We are absolutely delighted to have been appointed the distributor for Tequila Herradura and el Jimador,” said Nick Gillett, business development manager for Coe Vintners. “We understand Brown-Forman’s brand-building philosophy and look forward to making these fine brands available throughout the U.K.

“Favorites among bartenders and connoisseurs in Mexico and the U.S., each award-winning brand has the authenticity and rich heritage that many other tequilas envy. Their addition to our portfolio underlines our policy of representing products that are regarded as being among the best in category by the most important judges – the bartenders,” added Gillett.


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