SHS Drinks has officially introduced award-winning tequila brand MEX to the Northern Ireland on-trade with a launch activation at Belfast’s Thompsons Garage. The initiative demonstrates how the brand can help bars and nightclubs drive customer engagement through immersive activations and premium tequila serves.
MEX is an internationally recognised tequila brand already available in more than 20 countries, with SHS Drinks leading its UK and Ireland distribution, marketing and activation.
Held earlier this month, the launch event transformed Thompsons Garage into a vibrant MEX experience, featuring venue branding, signature serves and live entertainment. The activation showcased the brand’s distinctive personality while providing a practical demonstration of how operators can use experiential drinks marketing to engage consumers and drive sales.
The partnership with Thompsons Garage forms part of SHS Drinks’ wider strategy to build awareness of MEX across Northern Ireland, with an initial focus on the on-trade. The portfolio includes MEX Tequila Cream, MEX Spiced and MEX’s Silver and Gold Tequilas, giving operators access to a bold and versatile range.
Graeme Murphy, Business Manager – Alcohol, SHS Drinks, said:
“MEX is a bold, distinctive brand that brings real energy to the tequila category, and we’re excited to introduce it to the Northern Ireland on-trade. Our partnership with Thompsons Garage demonstrates how venues can use experiential activations to create memorable consumer experiences while driving engagement and sales.
“We’re committed to supporting our customers with more than just great products. By combining premium spirits with impactful marketing and activation, we want to help bars and nightclubs differentiate their offering and capitalise on the continued growth of tequila-based serves.”
MEX has earned international recognition for both its quality and distinctive branding. Inspired by La Catrina, one of Mexico’s most iconic cultural symbols, the brand has received multiple international awards and combines premium tequila with a bold visual identity that sets it apart in the category.
Mark McCourt, Owner of Thompsons Garage said:
“At Thompsons Garage, we’re always looking for brands that bring something fresh and exciting to our customers, and MEX was a natural fit. Its bold identity and experiential approach aligned perfectly with the atmosphere we create at the venue.
“Working with the SHS Drinks team gave us the opportunity to introduce something different to our customers while showcasing how premium drinks brands can add real value to the on-trade through creative activations and memorable experiences.”
The Thompsons Garage activation marks the first in a series of initiatives designed to build awareness of MEX across Northern Ireland, supporting the brand’s wider UK and Ireland rollout. Through experiential marketing, venue partnerships and tailored activation programmes, SHS Drinks aims to help venues differentiate their drinks offering and capitalise on the continued growth of premium tequila within the on-trade.
