Alfa Brands has signed an agreement with InnoTRI to bring Cihuatán rums into the Canadian duty free market.
The agreement will see Alfa Brands aim to establish the El Salvadorian rum brand across the Canadian border store and airport duty free channels.
Alfa Brands said its focus for the next 12 months for the brand would be the travel retail-exclusive Cihuatán Obsidiana 1-litre. The distributor’s Operations Manager Amy Hildreth said Alfa Brands was “honoured” to represent the brand in Canada.
InnoTRI Co-Founder & Manager Christoph Henkel added: “InnoTRI believes Alfa Brands is a great partner for us to establish the presence of Cihuatán Rum into the Canadian duty free market.
“[Alfa Brands Founder] Franco [Gabriele] and Amy have built longstanding relationships in the Canadian duty free market, which operates very differently to the US duty free marketplace. We are very happy they share the same excitement about the brand as we do.
“Our focus for 2020 will be on Obsidiana 1-litre, which is exclusive to duty free and has a suggested retail price of US$62. Later in 2020, we have another exciting project to reveal which will increase the premium rum portfolio even further.”
