The American multinational Brown Forman and Arehucas have reached a distribution agreement for the south of Gran Canaria as of July 1. With this, the Méndez family's northern Gran Canaria company hopes to increase its business beyond its rums. Arehucas will be in charge of the distribution in Playa del Inglés and Maspalomas of brands such as Jack Daniels, Herradura tequila, Finland vodka or Woodford Reserve bourbon, among others.
The general director of Grupo Arehucas, Carlos Iglesias, states that "from the first moment, it was evident to both teams that Arehucas and Brown Forman shared not only the same market vision, but also solid values resulting from our origin as family businesses. and our focus on building long-term brands.”
For Brown Forman, the objective is to make the most of the consumption of foreign tourism that comes mainly from the United Kingdom, Germany and Nordic countries, among others, where brands want to be leaders, and on the other hand, to continue building a base for the Canary Islands consumer. long term. This summer Ron Arehucas has launched its new communication campaign under the claim 'The Canarian side of life', which will show the way of being and living of the Canarians, focusing on a message that will revolve around the essence and personality of these , to their way of being and what makes them different.
The “voices” of the campaign will be personified by Spaniards who have discovered the “essence” of the islands by living with Canarians and by Canarians residing outside the islands, who act as ambassadors of the Canary Islands despite not currently residing in the archipelago. The launch of this new platform has featured a spot starring 4 different profiles that have something in common: they are people who share their lives with Canarian people.