We are excited to announce a new brand being developed that will be sold through the Drifter system in the massive tequila category. The tequila category is a rapidly growing consumer category estimated to be $5.9B USD in value in 2024 versus $4.6B USD in value in 2019.
As part of the Drifter strategy, we are beginning to make measured movements into more high-velocity spaces, like tequila. We are excited to announce a partnership with Eduardo Orendain Guzman and the Orendain family, producers of Arette Tequila and one of the four original founding families of Tequila.
Together we are developing a concept, ideally released in H2 2021, which provides a differentiated exploration of the tequila category with the beautiful brand experience, and sales machine that Drifter brings to the spirits market. Stay tuned....
We believe this can be a significant revenue and profitability driver for the business while remaining true to the Drifter ethos. Learn more about the Drifter investment here.
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