A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.
- L Catterton/ Cholula
Greenwich-based private equity firm L Catterton is acquiring Jose Cuervo-backed mexican hot sauce producer and distributor Cholula. Manufactured in Chapala, a town in the Mexican state of Jalisco, Cholula is named after the 2,500-year-old city that is Mexico’s oldest inhabited municipality. The product line was introduced to the U.S. market in 1989 and became identifiable for its distinctive mix of piquin and arbol peppers and its colorful packaging capped with a round wooden top.The financial terms of the acquisition were not disclosed. The transaction was a collaboration between L Catterton’s Flagship Buyout Fund and L Catterton Latin America.
Brazilian airline Gol will lease 11 Boeing aircraft from Irish aviation financier Avolon from next year.Avolon said on Monday that it has agreed to lease 11 of the Boeing 737 Max 8 craft that it has on order from the US manufacturer to Rio de Janeiro-based Gol.The Irish company intends to begin delivering the planes to Gol from the middle of next year.Felipe Campos, Avolon’s head of Latin America, pointed out the craft would boost the airline’s efficiency and reliability and allow Gol to expand.Gol is listed in New York and Sao Paulo. It had revenues of US$9 billion last year and profits of US$70 million.The carrier has almost 40 per cent of Brazil’s domestic air travel market and around 10 per cent of its international traffic.
- Karisma Hotels & Resorts
Karisma is expanding with Nickelodeon, Margaritaville hotel brands. Karisma Hotels & Resorts, which has several resort brands under its umbrella, has already made quite the name for itself in the Mexican Caribbean as well as Jamaica and the Dominican Republic. When it comes to expanding, it is showing no signs of slowing down.Karisma is most focused on at the moment, Nickelodeon and Margaritaville, an All-Inclusive Experience by Karisma.The plan is not to bring massive hotels to smaller islands. The primary reason that Karisma envisions Margaritaville on smaller islands is that the Margaritaville hotels are flexible, from small hotels of 100 to 200 rooms on up. As for Nickelodeon, the next one to open will be in Riviera Maya in 2020. Karisma is looking at expansion opportunities for Nickelodeon all over Latin America, where Poling said brand awareness is strong.
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Mahindra Vehicle Sales & Service announced the appointment of Global X-Sports LLC as exclusive distributor of its ROXOR vehicles in Latin America and the Caribbean. Representing multiple premium brands in the region as well as having extensive experience in powersports vehicles, Global X-Sports is perfectly aligned to represent Mahindra’s new ROXOR products.ROXOR is a fully customizable off-road only, turbo-diesel vehicle designed to handle the toughest of jobs and most rugged terrain.
- Bespoke Travel Group
The Bespoke Travel Group, the company behind luxury travel brands Bespoke Brazil and Bespoke Latin America, has rebranded under the name Humboldt. The travel company, which specialises in luxurious tailor-made packages to Latin America, have changed their identity to exemplify the adventurous and exclusive nature of their products, as they expand into other parts of the world.Since their establishment in 2011, the Bespoke Travel Group has gained a strong reputation and loyal customer base for their individual five-star packages to Brazil and South America. Featuring a copper sextant to represent discovery, the new brand identity will allow the company to continue their expansion into other areas of the world.To develop the brand, the Norfolk-based company employed Full Mix Marketing.
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