Varma, the leading spirits distribution company in Spain, has formalized a strategic alliance with Lasil Exclusive Brands to take charge of the distribution of Kick The Rules, a brand known for its appealing tequila-based flavor creams. This agreement will take effect on July 7, 2025, and will encompass all sales channels within the national territory, including On Trade, Off Trade, and E-commerce segments. The addition of Kick The Rules strengthens Varma’s position as an expert in the consumption trends of new generations.
The decision to integrate this brand highlights Varma’s commitment to diversification, particularly in categories experiencing significant growth driven by Gen Z preferences. Kick The Rules, which has already made a name in the market with its extensive variety of flavors, joins a dynamic portfolio that includes other iconic brands aimed at a young audience, such as Ron Barceló.
Carlos Peralta, General Director of Varma’s spirits and wines business unit, commented that this product range will bolster their offerings in the shot and tequila segments. According to Peralta, Kick The Rules directly connects with the interests of Gen Z, just like Ron Barceló, creating synergies that will keep Varma at the forefront of consumption trends.
Álvaro San Juan, General Director of Lasil, expressed that the collaboration with Varma represents a significant opportunity for the growth of Kick The Rules, thanks to the extensive distribution network that the company provides. This agreement solidifies the brand’s presence in the national market within an environment that values the continuous development of its products.
The category of tequila creams has seen a notable surge, even surpassing traditional tequila in sales volume. Kick The Rules established itself as the best-selling brand in this segment in Spain during 2024, reaching over 60,000 cases sold, reflecting its ability to attract a young audience in search of flavor, innovation, and fun.
The portfolio of Kick The Rules that Varma will begin distributing includes flavors such as Strawberry, Watermelon, Banana, Mango, and Chocolate, along with a range of standard tequilas (Gold, Silver, and Coffee). Founded in 2017, Kick The Rules has revolutionized the spirits landscape with its fresh and visually striking proposal, successfully connecting with young people through a unique identity that challenges traditional industry norms.
With this alliance, Varma not only enriches its offerings but also reinforces its role as a “Brand Builder,” capable of identifying and seizing emerging opportunities in the spirits market, solidifying its position as a reference in the preferences of younger consumers.
Source: MiMub in Spanish
