112 FOOD & DRINK
Tequila Enemigo , the UKfounded brand recently acquired by Madaluxe Group , a diversified luxury company , proudly announces its strategic expansion into two pivotal markets - the UAE and Monaco .
TEQUILA ENEMIGO
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 , fuelled 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 .”
THE ART OF LUXURY ISSUE 65 2024