Boutique spirits distribution company Blue Caterpillar has scaled up since it was founded in 2021 by well-known travel retail executives Michael Gebrael and Christoph Henkel.
Miami-based Blue Caterpillar now works with bigger global brands, and has expanded into more geographies around the world. But Gebrael and Henkel tell TMI that the key to its growth and success is people: the team at Blue Caterpillar and its close relationships with its client partners.
“At Blue Caterpillar, we believe business starts and ends with people. The human component—choosing the right partners, building trust, and nurturing long-term relationships—has always been our foundation. As owners, we are deliberate about who we do business with, because the right people create the right opportunities,” they say.
“What has always stayed the same since the very beginning at Blue Caterpillar is our spirit of curiosity and connection. For all the projects and partnerships we’re engaged with, the human component is often the most important one. From the start, we’ve been very deliberate as owners about deciding who we want to do business with—and who we will build with for the long term. That focus on people, trust, and relationships has never changed.”
What has changed, however, is the scale and sophistication of how it operates.
“We began as a small, entrepreneurial team with a handful of brands and markets. Today, we manage a diverse portfolio across categories and regions, and we partner with leading retailers, domestic wholesale partners as well as cruise lines worldwide. We’ve also evolved with consumer trends—whether it was the surge in agave spirits, the premiumization of whisky, or growing demand for sustainability.”
Blue Caterpillar added some important hires in the past year in its Americas home region, helping it cover all corners of North and Latin America, the Caribbean and cruise.
“The team has grown in exactly the way we wanted: international, entrepreneurial, and driven by a shared hunger to build something different in travel retail. This year we welcomed Eimhin Prendergast and Nadia Cheklab to the Blue Caterpillar family. Both are not natives of the countries they live and work in—Nadia, originally from France, is based in Mexico City and leads Mexico (domestic and travel retail), Central America & the Caribbean; while Eimhin, born in Ireland, operates out of Buenos Aires, covering South America. That global perspective and willingness to live outside their comfort zones fits our DNA perfectly. We couldn’t be happier to have them on board.”
The new hires all add to the Blue Caterpillar way of doing business.
“We combine that people-first mindset with a data-driven approach, deep market knowledge, and a network built over more than two decades of working in the (travel retail) channel. These pillars empower our team to act as true ‘hunters of the pack’: agile, sharp, and always seeking out new opportunities for our brands and partners,” they say.
“Growth, strategy, and execution matter—but enjoying the journey with the right people is what makes it meaningful.”
New brands
In terms of its expanding portfolio, Blue Caterpillar recently added distribution agreements with two UK-based brands, which it will be showing in Cannes at the TFWA World Exhibition: sustainability-driven Two Drifters Distillery and Brockmans Gin.
Two Drifters Distillery, which features the world’s first carbon negative rum portfolio, was founded by husband-and-wife team Russ and Gemma Wakeham. With every bottle produced, the Devon, UK-based distillery removes over 1 kilogram of CO2 from the atmosphere, setting a new industry benchmark for eco-conscious spirits production. Blue Caterpillar is distributing the brand in Global Travel Retail and key domestic markets throughout the Caribbean, North, Central and South America.
“Beyond its green credentials, it’s also a beautifully crafted rum, showcasing authenticity, innovation, and a strong sense of place. We will showcase the brand for the first time to the trade during the upcoming TFWA in Cannes.”
Blue Caterpillar began distributing Brockmans Gin in the Americas beginning in September 1, 2025.
“Brockmans Gin is known as the ‘properly improper’ gin. With its bold, unconventional flavor profile built around blueberries and blackberries, it has carved out a unique position in the super-premium gin category. It’s a brand that connects with consumers who value individuality and sophistication, while still having a playful, modern edge,” they say.
“We are proud to represent both brands in (global) travel retail and select domestic markets in the Americas. They reflect exactly what Blue Caterpillar looks for in partners: authenticity, a strong story, and the potential to grow in a competitive landscape.”
Cruise
Cruise is a key activation opportunity for Blue Caterpillar, and its brands are featured on some of the most important cruise ships sailing.
“Cruises are the perfect playground for discovery, and we’ve learned that nothing beats a mix of first-night tastings and compelling price offers to spark trial and build excitement.”
Over the past months, Blue Caterpillar has launched extensive sampling for Two Stacks Irish Whiskey across the RCCL Heinemann Retail footprint.
“Known for shaking up the category with their ‘Dram in a Can’, they’ve now gone a step further with an Irish Cream Liqueur that’s simply out of this world.
Gebrael and Henkel tell TMI that the response has been phenomenal—mirroring the brand’s momentum across the Americas and resonating especially well in South America, where cream liqueurs are a consumer favorite.
“And now, with the Irish Cream also listed in all Florida Publix locations, we have the perfect tie-in between what passengers discover on board and what they can buy at home—building awareness, trial, and loyalty across channels,” they say.
Also with Heinemann, Blue Caterpillar created a premium whisky offer for the launch of Star of the Seas, that includes one of only 100 bottles globally of Loch Lomond 50YO Single Malt as well as some super rare bourbons from Buffalo Trace Distillery such as OFC 1985.
“Together with Loch Lomond we have created a tailor-made approach to interact with the VIP passengers on board on a very personal level (e.g. hand written notes & exclusive tasting opportunities of this astonishing liquid).
“For us, it’s proof that when you combine authentic innovation, bold sampling, and the right retail moment, the results on board can be extraordinary.”
.
Same execution, new markets
Gebrael and Henkel believe the Americas TR market is heading into a period of sharper polarization.
“On one hand, consumers are looking for genuine value and sharp pricing—especially in the U.S. and Caribbean cruise markets. On the other, there’s a rising demand for authentic, premium, story-driven brands that make travel shopping memorable. The middle ground will shrink, and the winners will be those who know how to play both ends of that spectrum without getting lost in between.
“The real challenge and opportunity for us is the same: cut through the noise, execute with discipline, and build the right partnerships. Everything else—tariffs included—is just another variable to manage,” the Blue Caterpillar executives stress.
Europe is the next frontier for Blue Caterpillar.
“It’s a market we’ve been steadily developing, adding new customers each year, and our ambition is clear: to become a meaningful global player. But we are very deliberate about who joins us. The next addition will be someone who not only brings market expertise but also shares our mindset, values, and appetite to grow.
“What’s next for Blue Caterpillar? Continued smart expansion, always anchored in people. The right team, the right brands, and the right partnerships—that’s how we’ll scale globally without losing the entrepreneurial edge that defines us.”
