Starboard Group has announced the launch of Invicta Tequila, a new lifestyle product developed in collaboration with Invicta Watch Group and produced by Casa Maestri Distillery in Mexico. The premium tequila will launch exclusively on 26 cruise ships this summer; it is Invicta’s latest expansion as a lifestyle brand and is a first-of-its-kind—and first-at-sea—collaboration between a watch brand and a tequila producer.
The launch also marks a milestone in Starboard’s history as it is the first time the company has spearheaded the creation of a branded, premium spirit from concept to shelf.
“We are thrilled to debut Invicta Tequila exclusively onboard 26 cruise ships and give guests on those vessels a chance to experience the product before anyone else in the world,” said Lisa Bauer, President and CEO, Starboard Group. “This launch builds on our strong partnership with Invicta and leverages our expertise and global resources in the premium spirits space to help extend the brand into a new lifestyle category and offer exclusive, personalized onboard experiences that will excite its customers and fans.”
The launch of Invicta Tequila reflects Starboard’s continuing evolution beyond traditional vacation retail operations into brand building, experience curation and category innovation, says the company. Starboard says it leveraged its understanding of Invicta’s passionate customer base to identify the premium spirits category, and tequila in particular, as a natural brand extension opportunity that would give Invicta fans a new, collectible—and consumable—way to celebrate their love of the brand.
“We are proud to continue our expansion as a lifestyle brand by launching Invicta Tequila exclusively on cruise ships across the globe,” said Eyal Lalo, CEO of Invicta Watch Company. “Starboard was the perfect partner for us to collaborate with on our first entry into the high spirits space, as they have strong global relationships in the category and deep knowledge of our customers, who are passionate about the Invicta brand and excited to engage with us across a growing array of lifestyle products and exclusive experiences.”
By initially launching Invicta Tequila onboard 26 cruise ships, Starboard is also tapping into Invicta fans’ love of brand exclusives by creating an immersive, experience-led debut for the new spirit and giving cruise guests first access to the product and personalized offerings such as on-board tastings. In addition to the Invicta Tequila launch, Starboard is also introducing Invicta fragrances onboard selected ships this summer.
Starboard saw award-winning tequila producer Casa Maestri, based in Jalisco, Mexico, as the ideal partner to partner with for the creation of Invicta Tequila.
“We’re extremely honored to partner with Invicta and Starboard to produce Invicta Tequila,” said Celia V. Maestri, CEO and co-founder at Casa Maestri Distillery. “We nurture our agave fields with the utmost care and use traditional production methods to ensure every bottle of Invicta meets the highest standards and reflects the brand’s bold spirit and commitment to quality craftsmanship.”
