Page 56 - TFWA World Exhibition and Conference 2025

INSIDER

Blue Caterpillar rides relationships to continued growth in Americas

and beyond

Boutique spirits distribution company agreements with two UK-based brands,
Blue Caterpillar has scaled up since it was which it will be showing in Cannes at the
founded in 2021 by well-known travel TFWA World Exhibition: sustainability-
retail executives Michael Gebrael and driven Two Drifters Distillery and
Christoph Henkel. Brockmans Gin.
Miami-based Blue Caterpillar now Two Drifters Distillery, which features
works with bigger global brands, and has the world’s first carbon negative rum
expanded into more geographies around portfolio, was founded by husband-and-
the world. But Gebrael and Henkel tell TMI wife team Russ and Gemma Wakeham.
that the key to its growth and success is With every bottle produced, the Devon,
people: the team at Blue Caterpillar and its UK-based distillery removes over one
close relationships with its client partners. kilogram of CO2 from the atmosphere,
“At Blue Caterpillar, we believe setting a new industry benchmark for
business starts and ends with people. The eco-conscious spirits production. Blue
human component—choosing the right Caterpillar is distributing the brand in
partners, building trust, and nurturing Global Travel Retail and key domestic
long-term relationships—has always markets throughout the Caribbean, North,
been our foundation. As owners, we are Central and South America.
deliberate about who we do business with, Blue Caterpillar founders Christoph Henkel “Beyond its green credentials, it’s
because the right people create the right and Michael Gebrael also a beautifully crafted rum, showcasing
opportunities,” they say. authenticity, innovation, and a strong sense
“What has always stayed the same of place. We will showcase the brand
since the very beginning at Blue Caterpillar for the first time to the trade during the
is our spirit of curiosity and connection. travel retail. This year we welcomed upcoming TFWA in Cannes.”
For all the projects and partnerships we’re Eimhin Prendergast and Nadia Cheklab to Blue Caterpillar began distributing
engaged with, the human component is the Blue Caterpillar family. Both are not Brockmans Gin in the Americas September
often the most important one. From the natives of the countries they live and work 1, 2025.
start, we’ve been very deliberate as owners in—Nadia, originally from France, is based “Brockmans Gin is known as the
about deciding who we want to do business in Mexico City and leads Mexico (domestic ‘properly improper’ gin. With its bold,
with—and who we will build with for the and travel retail), Central America & the unconventional flavor profile built around
long term. That focus on people, trust, and Caribbean; while Eimhin, born in Ireland, blueberries and blackberries, it has carved
relationships has never changed.” operates out of Buenos Aires, covering out a unique position in the super-premium
What has changed, however, is the South America. That global perspective and gin category. It’s a brand that connects with
scale and sophistication of how it operates. willingness to live outside their comfort consumers who value individuality and
“We began as a small, entrepreneurial zones fits our DNA perfectly. We couldn’t sophistication, while still having a playful,
team with a handful of brands and markets. be happier to have them on board.” modern edge,” they say.
Today, we manage a diverse portfolio The new hires all add to the Blue “We are proud to represent both
across categories and regions, and we Caterpillar way of doing business. brands in (global) travel retail and select
partner with leading retailers, domestic “We combine that people-first mindset domestic markets in the Americas. They
wholesale partners as well as cruise lines with a data-driven approach, deep market reflect exactly what Blue Caterpillar looks
worldwide. We’ve also evolved with knowledge, and a network built over more for in partners: authenticity, a strong story,
consumer trends—whether it was the than two decades of working in the (travel and the potential to grow in a competitive
surge in agave spirits, the premiumization retail) channel. These pillars empower our landscape.”
of whisky, or growing demand for team to act as true ‘hunters of the pack’:
sustainability.” agile, sharp, and always seeking out new Cruise
Blue Caterpillar added some important opportunities for our brands and partners,” Cruise is a key activation opportunity
hires in the past year in its Americas home they say. for Blue Caterpillar, and its brands are
region, helping it cover all corners of North “Growth, strategy, and execution featured on some of the most important
and Latin America, the Caribbean and matter—but enjoying the journey with the cruise ships sailing.
cruise. right people is what makes it meaningful.” “Cruises are the perfect playground
“The team has grown in exactly for discovery, and we’ve learned that
the way we wanted: international, New brands nothing beats a mix of first-night tastings
entrepreneurial, and driven by a shared In terms of its expanding portfolio, and compelling price offers to spark trial
hunger to build something different in Blue Caterpillar recently added distribution and build excitement.”

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