SouthTrade International announces a new partnership with Sesión Premium Tequila brand, taking on exclusive sales and distribution in Australia.
Australia’s first celebrity tequila brand was developed as a passion project by Jennifer Hawkins and her husband, Jake Wall, with industry friend Tim Freeburn. The team collaborated with the multi-generational Partida family of Mexico, one of Jalisco’s finest agave estates and highly respected distillers to create Sesión.
“We got into this because we saw an opportunity to shift perceptions about tequila in Australia, but also because we love the drink – it is an extension to our lifestyle “, says Hawkins.
The 100% estate-grown from 100% blue agave, Sesión translates to “celebrate together” and is about enjoying occasions with the ones you love – “a perfect cultural fit for the SouthTrade family”, says Ray Noble, Managing Director SouthTrade International.
The deal comes at an exciting time for tequila globally as the category continues on its positive trajectory. Award-winning Sesión has been successfully riding the tequila wave and is well on its way in Australia and internationally.
“I am delighted to announce Sesión Premium Tequila is joining the SouthTrade family. Sesión will play an important role in our exceptional Agave portfolio. Tequila is the fastest-growing spirit segment in Australia, and Sesión taps into a growing part of the market that represents savvy drinkers in a premium lifestyle space. We see the Sesión brand as a great complement to our existing Agave brands – Monte Alban and Corazon. Adding Sesión Premium Tequila to the range allows us to service all segments of the on and off-premise liquor markets,” says Ray Noble.
SouthTrade International take over from Sesion’s former sales and distribution partner, Swift & Moore.
“We are extremely grateful for all the energy Swift & Moore have put into growing Sesión in Australia. We believe SouthTrade International will be a great partner to take Sesión to the next level as a brand”, says Wall.
