Sierra Madre GmbH is celebrating its 30th anniversary in 2024. Founded in 1994 as an importer of Mexican food, the company, based in Hagen, has become one of Germany’s leading importers of premium spirits.
Guido Klaumann on the Company, the Market, and Goals
With three decades of market experience, a keen sense for trends, determination to succeed, and decisiveness, along with a strong team of employees, partners, and customers, Sierra Madre looks back not only on several milestones but also on an exciting portfolio of strong in-house brands and attractive distribution brands. This portfolio, including Finlandia Vodka, Traspers Rum, Remedy Rum, Brockmans Gin, Ensō Japanese Whisky, and Pampelle Ruby L’Apéro, was presented by Sierra Madre at Bar Convent Berlin.
Guido Klaumann, founder and managing director of Sierra Madre GmbH, reflects on the company’s founding 30 years ago in a video interview at BCB, discusses current challenges in the spirits market, and talks about short- and long-term goals:
Timo Fischer on the New Brands in the Portfolio
In its anniversary year 2024, Sierra Madre has expanded its portfolio significantly: The rum range has been enriched with products from A.H. Riise. With the renowned Finlandia Vodka, the company is expanding its portfolio and entering a new market segment within the premium spirits category. Coca-Cola HBC’s premium rum was launched in Germany in just six weeks – the fastest market launch in Sierra Madre’s 30-year history. Additionally, exciting new entries in the gin and whisky categories include Brockmans Gin and Speyburn.
Timo Fischer, managing director of Sierra Madre GmbH, discusses the new brands, market launches, and future plans in a video interview at BCB:
