Our Story
Founded in Los Angeles by Dr. Javier Martinez, Martinez Brands began as the sales office for El Charro Tequila, a legacy crafted by his family in Mexico. From day one, our portfolio expanded to include a wide range of authentic Mexican beverages, both alcoholic and non-alcoholic. Quickly establishing a global presence, Martinez Brands became one of the top-five private label and bulk tequila distributors worldwide.
1997
We underwent a major transformation, parting ways with our distribution partner, Southern Wine & Spirits, to create our own business model. This shift allowed us to better align with the booming demand for Mexican spirits in the U.S. market.
Our goal was twofold: first, to introduce U.S. consumers to authentic Mexican brands that were underrepresented, and second, to target niche markets and specialized accounts that larger distributors often overlooked, ensuring these brands reached their full potential.
2014
We partnered with Casa Cuervo/Proximo Spirits to import, distribute, and market all of their heritage Hispanic brands within the US. We are very excited about the opportunity and the challenge to grow these brands in the U.S. and to finally take them to the next level. Martinez Brands will utilize its three decades of experience in catering to the Hispanic market and consumer.
2023
Vision & Values
We are committed to bringing vibrant, authentic spirits from the Spanish-speaking world to all consumers.
Martinez Brands partners with key retailers and specialized distributors across the nation to make this possible, and to ultimately unlock the full potential of the dynamic Hispanic market.
With our expertise, we aim to help Latin American and Spanish brands establish strong roots in the U.S. We uphold our core values of professionalism, dignity, honesty, trust, and friendship in every interaction, ensuring that excellence is at the heart of every business decision.
