Habanero has been active in LatAm for some time. How would you describe the company’s journey in the region? 

It all began around 2018 when we developed our first meaningful partnerships in Mexico and Colombia. These initial connections opened the door to a region that has since become a cornerstone of our business. From those early relationships, we learned a great deal about LatAm’s diverse markets. 

The decision to enter Colombia as soon as it was regulated was a defining moment. It set the tone for how Habanero would approach the rest of the region, always aiming to be present early in regulated markets. That approach has consistently paid off, from Colombia through to Mexico, Peru, Brazil and beyond.