Tequila Enemigo, the UK-founded brand recently acquired by Madaluxe Group, a diversified luxury company, has announced its strategic expansion into two pivotal markets – the UAE and Monaco. 

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,” said 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.”