Surge Brands has been appointed exclusive global licensing agent for Trader Vic’s, the heritage hospitality brand credited with pioneering the tiki culture and creating one of the most enduring experiential dining concepts in the world.

Founded in 1934 by Victor Bergeron, Trader Vic’s is widely 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. Today, the brand remains a powerful lifestyle platform with strong cross-generational appeal and a loyal international following.

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 that align with Trader Vic’s heritage of immersive environments.

Trader Vic’s already maintains a strong foundation in retail, with globally recognized cocktail mixes, condiments, and signature mugs and glassware that generate significant consumer demand and collector interest worldwide.

Ari Freedman, founder & President of Licensing at Surge Brands, said:

“With consumers increasingly seeking brands that deliver both nostalgia and experience, Trader Vic’s is uniquely positioned to capitalize on the continued growth of cocktail culture, home entertaining, and escapist lifestyle trends. 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.”

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