Overview: SHS Drinks has officially introduced award-winning tequila brand MEX to the Northern Ireland on-trade with a launch activation at Belfast’s Thompsons Garage. The initiative marks a regional expansion for a portfolio already available in more than 20 countries, establishing a presence within the UK and Ireland market through distribution, marketing, and activation strategies.
The Full Story
Held earlier this month, the launch event transformed Thompsons Garage into a vibrant MEX experience, featuring venue branding, signature serves, and live entertainment. The activation showcased the brand’s distinctive personality while providing a practical demonstration of how operators can use experiential drinks marketing to engage consumers and drive sales.
Graeme Murphy, Business Manager – Alcohol at SHS Drinks, noted that MEX is a bold, distinctive brand that brings real energy to the tequila category. He expressed excitement about introducing it to the Northern Ireland on-trade, stating that the partnership with Thompsons Garage demonstrates how venues can use experiential activations to create memorable consumer experiences while driving engagement and sales. Mark McCourt, Owner of Thompsons Garage, remarked that the venue is always looking for brands that bring something fresh and exciting to customers. He described MEX as a natural fit due to its bold identity and experiential approach aligning perfectly with the atmosphere created at the venue.
What This Means
The partnership with Thompsons Garage forms part of SHS Drinks’ wider strategy to build awareness of MEX across Northern Ireland, with an initial focus on the on-trade. Through experiential marketing, venue partnerships, and tailored activation programmes, SHS Drinks aims to help venues differentiate their drinks offering and capitalise on the continued growth of premium tequila within the on-trade. This rollout supports the brand’s wider UK and Ireland expansion, positioning MEX as a key player in the regional spirits market.
Consumer Takeaway
The portfolio includes MEX Tequila Cream, MEX Spiced, Silver, and Gold Tequilas, giving operators access to a bold and versatile range. This launch offers venues the opportunity to differentiate their offering and capitalise on the continued growth of tequila-based serves through impactful marketing and activation combined with premium spirits.
Source: Read the original article
