Boutique spirits distributor Blue Caterpillar has been growing its footprint across all the geographies and markets it handles since it was founded in 2021 by well-known travel retail executives Michael Gebrael and Christoph Henkel. And it has no plans to slow down any time soon.
The Blue Caterpillar founders say that the company has evolved into a geographically embedded, internationally connected team across the Americas and Europe.
“With recent additions strengthening our presence in South America, Mexico & the Caribbean, and now Europe, we are no longer operating from a distance—we are on the ground, culturally connected, and execution-focused in each region.”
Strong Cruise Business
The cruise channel has been performing “remarkably strong” over the past few years, delivering several important wins for Blue Caterpillar’s portfolio.
“Overall, the cruise channel continues to represent a strategic growth engine for our brands, supported by strong retail relationships, portfolio innovation, and competitive on-premise execution,” say the Blue Caterpillar owners. “It is essential to distinguish between the retail and pouring segments, as performance dynamics differ across both.”
On the retail side, the company has built strong momentum with leading concessionaires and global key players in the channel, including Heinemann Americas, Avolta Cruises, and long-standing partners such as Harding Retail.
“In addition to well established performers like Amarula Cream Liqueur, we have successfully expanded our footprint. In 2025 we accelerated our portfolio play with the introduction of new brands such as Sailor’s Home Irish Whisky, Bunnahabhain, Deanston, Two Drifters Rum — the world’s first carbon-negative rum — and Candela Mamajuana, among others. This expansion reflects both the strength of our partnerships and the growing appetite for a differentiated, premium offerings onboard.”
On the pouring side, Blue Caterpillar has achieved solid results in the high-volume house-pouring segment across Gin, Vodka, Tequila/Agave, and Whiskey.
“Our partnerships with leading producers — all ranked within the top five of their respective categories — enable us to present competitive, compelling propositions. These collaborations deliver strong value to our cruise line partners while ensuring guests globally enjoy high-quality spirits at accessible price points.”
Blue Caterpillar held a well-aligned activation for the launch of Sailor’s Home Irish Whiskey in March, timed around St. Patrick’s Day.
“The brand draws inspiration from the historic Sailors’ Home in Cork, Ireland — a refuge established in 1850 for seafarers returning from long voyages. This authentic maritime heritage makes the brand especially relevant within the cruise environment.
“Beyond its storytelling, Sailor’s Home also resonates strongly from a sustainability perspective. The closures and select packaging components are produced using recycled ocean plastics rather than virgin materials, repurposing waste that might otherwise harm marine ecosystems. This thoughtful approach aligns naturally with cruise operators’ increasing focus on environmental responsibility, while reinforcing the brand’s deep connection to ocean travel.”
Another standout activation has been Ten To One Rum, particularly across Caribbean itineraries.
“Rather than representing a single island, Ten To One celebrates the broader Caribbean rum-making tradition, blending multiple regional styles into one distinctive expression. This positioning has proven highly effective onboard, where guests are immersed in Caribbean destinations and are receptive to brands that authentically reflect the culture and craftsmanship of the region.”
In addition, the Blue Caterpillar team continues to leverage key ports of call throughout the Americas — including Cancun, Miami, and Port Canaveral — to conduct in-person trainings and strengthen engagement with onboard teams. These touchpoints allow it to reinforce brand education, drive advocacy, and ensure consistent execution at sea, says the company.
Blue Caterpillar has added some exciting cruise listings for its brands, including Candela Mamajuana rum onboard Norwegian Cruise Line (NCL), with retail concessions operated by Avolta Cruise Services.
“Securing distribution with NCL represents a significant milestone for the brand and a strong endorsement of its relevance within the cruise retail environment,” they say.
Candela operates within the botanical rum segment, offering a contemporary interpretation of the traditional Caribbean mamajuana elixir — an infused spirit crafted from rum, herbs, roots, and spices.
“This blend of authenticity, storytelling, and intrigue makes the brand particularly well suited to cruise retail, where discovery, cultural connection, and sense of place are key drivers of purchase.”
Blue Caterpillar has also recently launched two Single Cask exclusives onboard Royal Caribbean (RCCL), in partnership with Heinemann Americas.
The first is an 8-Year-Old Single Malt from Loch Lomond Whiskies, created exclusively for Utopia of the Seas. Positioned as a travel-exclusive release, it reinforces the distillery’s award-winning credentials while offering guests a limited and highly collectible expression.
The second is a bespoke Single Cask from Glen Scotia Distillery, selected exclusively for Icon of the Seas. This release highlights Campbeltown’s rich whisky heritage and delivers a distinctive, high-proof offering tailored to a premium cruise audience seeking unique and memorable purchases.
“Both projects strengthen our onboard proposition by providing guests with the opportunity to take home a true ‘liquid memory’ from their voyage. Single cask exclusives perform particularly well in cruise retail, where limited availability, provenance, and compelling storytelling elevate the shopping experience beyond a traditional duty free transaction.”
Outside of cruise, Blue Caterpillar has been growing its business in Latin America and the Caribbean.
“We are starting to reap the benefits of some serious heavy lifting in domestic markets in Latin America and the Caribbean. Over the past couple of years we have done tremendous work around all the necessary compliance to bring new brands to some of the most meaningful domestic markets in the region. From Mexico, all the way to Argentina, brands like: Not Another Vermouth, Koskenkorva Vodka, Brockmans Gin, Loch Lomond, Two Stacks, Candela Mamajuana and Ten To One among other are showing massive strength and momentum.”
