Surge Brands named global licensing agent for Trader Vic’s

Surge Brands has been appointed exclusive global licensing agent for Trader Vic’s.

Surge Brands will lead licensing strategy and partner development across key categories including packaged food and beverage, cocktail mixers and spirits extensions, barware and collectibles, home décor, outdoor living, apparel and collaborations. The program will also explore experiential and hospitality-adjacent opportunities.

Founded in 1934 by Victor Bergeron, Trader Vic’s is recognized as the originator of the Mai Tai and a pioneer of ‘destination dining’, a concept that blends immersive environments, globally inspired cuisine and theatrical cocktails.

“With consumers increasingly seeking brands that deliver both nostalgia and experience, Trader Vic’s is uniquely positioned to capitalise on the continued growth of cocktail culture, home entertaining and escapist lifestyle trends,” said Ari Freedman, Founder & President of Licensing at Surge Brands.

“This is one of the original lifestyle brands, with built-in equity across food & beverage, entertaining, décor, and beyond. Our focus is to unlock that potential through best-in-class licensing partners who can translate the brand’s DNA into meaningful, high-quality products for today’s consumer.”

Rhett Rosen, CEO at Trader Vic’s, added: “Licensing is a natural next step in the evolution of Trader Vic’s as a global lifestyle brand.

“Surge Brands understands how to scale heritage brands without losing what makes them special. Together, we’re focused on bringing the Trader Vic’s experience, from its iconic cocktails to its distinctive design language, into new categories and new markets in an authentic way.”