By Rebecca Harris
The move comes on the back of a potential conflict of interest with Patron tequila, which has also been a part of the Southtrade portfolio for the last three years.
Casa Noble will now move to Le Shack, whose portfolio includes Agwa coca leaf liqueur, Haamonii shochu and The Cooley Distillery range of whiskies.
“We were happy to give Southtrade our approval for them to take on the distribution of Patron some years ago,” said Casa Noble co-owner David Ravandi.
“However, as Patron has grown we feel that Casa Noble could potentially become overshadowed. I want to extend my thanks to the Southtrade team for establishing the brand firmly in premium bars and bottle shops around the country. They have done a great job.”
Director of Southtrade Tony Stubley, called Casa Noble a “remarkable” tequila. “We are very sad to see it leave us, but we fully understand Casa Noble’s decision and wish them the very best with their new distributor.”
In addition to Patron, Southtrade also represents XXX tequila.
The date for the move has yet to be confirmed but is likely to take place over the next two months.