Charter Brands Launches Camarena Tequila in France with CBH
Edited by Debra John — March 30, 2026 — Business
This article was written with the assistance of AI.
References: thespiritsbusiness
'Camarena Tequila' has debuted in France via a partnership between exporter Charter Brands and Paris-based distributor CBH, featuring a lineup made from 100% Blue Weber agave with silver, reposado and añejo expressions. CBH will introduce the independent brand to the on-trade sector, positioning it for cocktail menus and professional tastings while leveraging its distributor relationships.
The release arrives amid growth in France’s agave category and aims to reach bartenders seeking high-quality, versatile Tequilas that balance craft and affordability. Camarena’s mix of traditional and modern production methods and three core SKUs offers both classic-cocktail utility and sipper-friendly options.
For hospitality operators and consumers, the launch expands accessible premium Tequila choices and reflects a broader trend toward agave spirits gaining shelf and cocktail-menu share in European markets.
Image Credit: Camarena Tequila
The release arrives amid growth in France’s agave category and aims to reach bartenders seeking high-quality, versatile Tequilas that balance craft and affordability. Camarena’s mix of traditional and modern production methods and three core SKUs offers both classic-cocktail utility and sipper-friendly options.
For hospitality operators and consumers, the launch expands accessible premium Tequila choices and reflects a broader trend toward agave spirits gaining shelf and cocktail-menu share in European markets.
Image Credit: Camarena Tequila
Tequila & agave spirits: buying and drinking plans
Informs near-term decisions on trying tequila/agave spirits, what to buy next, and where to order it (bar vs. at-home).
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When was the last time you drank tequila or another agave spirit?
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Next time you buy spirits, how likely are you to buy tequila?
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Which would you be more likely to order at a bar?
Trend Themes
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Accessible Premium Agave — Growing consumer appetite for affordable yet premium Tequilas creates room for products that combine craft credentials with lower price points to broaden market reach.
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Mixology-friendly Expressions — Bartenders’ demand for versatile silver, reposado and añejo SKUs is encouraging spirit formulations that serve both cocktail construction and casual sipping occasions.
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Distributor-led Brand Expansion — Partnerships between independent producers and established local distributors are reshaping market entry strategies by leveraging trade relationships to accelerate on-trade adoption.
Industry Implications
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Hospitality and On-trade — Menus and cocktail programs are being influenced by an expanding agave category that can redefine beverage offerings and guest experiences in bars and restaurants.
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Alcoholic Beverage Retail — Retail shelves are evolving as accessible premium Tequilas create opportunities for new category segmentation and targeted merchandising strategies.
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Spirits Distribution and Export — Exporters and distributors are positioned to disrupt traditional sourcing patterns through curated import portfolios that introduce independent agave brands to new markets.
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