About us
Passion for Enjoyment
As colorful and cosmopolitan as our portfolio is, our corporate culture remains down-to-earth and approachable. This applies both internally and in our interactions with partners and customers. As an owner-managed, family-run company, we value flat hierarchies and a friendly, collaborative atmosphere built on mutual respect.
This positive hunger for success and innovation, our passionate and agile hands-on mentality, combined with a keen sense for trends and emerging brands – and, of course, a highly motivated team – are what the Sierra Madre brand has stood for since 1994.
Today, 30 years later, and still owner-managed, we successfully market 30 food and spirit brands, making us one of the leading providers of premium spirits and Latin American food in Germany.
Founded 30 Years Ago
When we founded Sierra Madre GmbH 30 years ago, we could never have imagined becoming one of Germany’s leading importers and distributors of premium spirits. Today, we even boast a strong portfolio of our own brands.
Back then, our name included “Trend Food,” as we started with the import of food products from Mexico. Even now, we continue to enrich German kitchens with a wide range of delicious Latin American foods.
Premium partner for exclusive moments of pleasure
Today, Sierra Madre supplies some of Germany’s most prestigious addresses – such as Dallmayr in Munich, KADEWE in Berlin, Feinkost Böhm in Stuttgart, and the Alsterhaus in Hamburg. Our exquisite selection of spirits and fine foods stands for the highest quality, authentic taste, and a true passion for indulgence.
Since August 2025, we have also had the privilege of presenting our portfolio in another exclusive setting: the Lufthansa First Class Lounges. There, guests can enjoy a carefully curated selection from our premium range – creating moments of indulgence that mark the perfect beginning or finale to their journey.
Tailored for You
Central Warehouse Operations, Individual Customers, Consultation
- Some companies only deliver through their own warehouses and don’t allow direct delivery to sales outlets. We offer both!
- Need single-bottle or small-quantity shipping and low minimum order values? No problem! This saves you storage costs and eliminates holding costs.
- Need help with assortment planning? Our experienced field team is ready to assist.
- Special promotions, gift packaging, in-store raffles, large-scale displays? We’ll help you retain customers and make your business even more appealing.
- We handle shelf maintenance in your store.
- Consumer tastings and staff training? We take care of that for you!
Growing Together – For More Enjoyment and Enthusiasm!
With three decades of market experience and expertise, our keen sense for trends, determination to succeed, and decisiveness, along with a strong team of employees, partners, and customers, we aim to continue growing in the decades to come. Together, we want to keep writing our success story.
Let’s celebrate the taste for the extraordinary together. For more fun, more enjoyment, more togetherness – in short:
FOR MORE ENTHUSIASM.
