This month, Charter Brands and Drinks99 have partnered to bring El Tequileño’s Margarita Mile to Tequila and cocktail enthusiasts in Hong Kong.
Running until 16 September, Margarita Mile spans 10 of Hong Kong’s premier bars, each creating exclusive El Tequileño Margaritas and cocktails.
The participating venues are The Old Man, Honky Tonk Tavern, COA, Dead Poets, Bourke’s, Dragonfly, Socio, The Pontiac, Lockdown, and Mixing Room.
This year, the Margarita Mile welcomes Air Canada and the Mexican Chamber of Commerce in Hong Kong (MexCham HK) as official partners.
Together, the two partners offer guests the opportunity to win the activation’s biggest prize to date: a trip for two to Tequila, Mexico.
The prize consists of return flights and airport transfers. The El Tequileño team will also provide three nights of accommodation at Casa Salles, along with a tour of the distillery and agave fields.
The winning couple will have the chance to immerse themselves in the town where El Tequileño has been produced since 1959, allowing them to discover the people, place, and production processes behind the brand firsthand.
Participants can also win a bottle of El Tequileño 1959 The Sassenach Select Tequila, valued at HK$1,208 (US$154).
The 2026 Margarita Mile will conclude with a closing party at Honky Tonks Tavern on 16 September.
Last year, Margarita Mile was named Best Event of the Year at The Spirits Business Awards 2025.
Steffin Oghene, vice-president of business development at El Tequileño, said: “Hong Kong’s Margarita Mile already proved itself by taking home Best Event of the Year, and for 2026 we wanted to raise the stakes even further.
“Partnering with Air Canada and MexCham lets us send a winner all the way to Tequila, Mexico – the true home of the spirit.
“There’s no better way to close out the Mile than on 16 September, Mexican Independence Day, with Honky Tonks throwing the party. We can’t wait to see Hong Kong out on the Mile again.”
Details about the competition, participation requirements, and prize information are available on the event’s Instagram page. To have a chance at winning, entries must be submitted at a participating venue by 23 September 2026, and winners will be contacted by 30 September.
Continued advocacy
The return of Margarita Mile to Hong Kong for a second consecutive year highlights El Tequileño’s ongoing expansion throughout Asia.
International export partner Charter Brands collaborates with the brand to identify growth opportunities, develop distributor partnerships, and support long-term brand development in international markets.
Since 2024, Charter Brands has worked with Drinks99, El Tequileño’s distribution partner in Hong Kong and China, laying the groundwork for continued growth in the region, with a focus on strengthening the brand’s presence in the premium on-trade sector.
Margarita Mile is said to embody this collaboration by merging El Tequileño’s Mexican heritage, Drinks99’s local market knowledge, and the creativity of the local cocktail community.
Earlier this year, Margarita Mile took over central London with 45 participating venues.
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