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Trader Vic’s Appoints Perpetual Licensing

Trader Vic’s Appoints Perpetual Licensing

TRADER VIC’S has appointed Perpetual Licensing as its exclusive agency to expand the Trader Vic’s brand into lifestyle categories such as apparel, frozen foods, home décor and beyond.

Founded 90 years ago, Vic (Trader) Bergeron opened the Hinky Dink bar in Oakland Ca, soon thereafter transforming it into the exotic & tropical lounge we now know as Trader Vic’s. After opening locations in the posh New York Plaza Hotel, London’s swanky Hilton on Park Lane, Trader Vic’s quickly became a go-to destination for celebrities, trendsetters and anyone looking for an island escape.  The Restaurant even inspired Warren Zevon’s iconic song, Werewolves of London.   

Trader Vic was the original mixologist creating the famous Mai Tai and other exotic beverages. Now with 26 locations across the globe and 3 new US locations planned to open in the next 12 months, the Trader Vic’s brand is growing and appealing to a whole new generation of Tiki-loving party goers.  

“The Trader Vic’s brand has grown to be recognized globally for embracing an exotic and tropical island lifestyle. Drinks, food, and hospitality has been the focus for 90 years and now we will expand the brand and be the world-wide leader in Tiki-Lifestyle”, said Rhett Rosen, CEO of Trader Vic’s Hospitality Group. “Our partnership with Perpetual Licensing will launch a new chapter for the brand as we explore categories from home decor to foods & beverages, apparel and much more. 

“We are excited to work with the team at Trader Vic’s and follow in the footsteps of 90 years of incredible history,” said Todd Lustgarten of Perpetual Licensing. “We can’t wait to launch the program at this year’s Licensing Expo in Las Vegas, May 21-23 and will be meeting with prospective partners at Booth A128.” 

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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