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Diageo, the leading alcoholic drinks firm, has announced the acquisition of Mexican Mezcal Union through beverage producer Casa UM for an undisclosed sum.
Both companies had previously worked in partnership, which reportedly enabled Mezcal Union to grow its brand distribution network in Mexico, the USA, and other countries. With this acquisition, the company will continue to be involved in the operations and supports its traditions, Diageo said.
Mónica Michel, marketing and innovation director for Diageo in Mexico, commented: “Our story with Mezcal Unión began with a distribution partnership in 2016 and we are now taking it to a new level. We are delighted to continue working with its founders and welcome this brand to our Reserve portfolio, which includes exceptional brands across exciting and fast-growing categories like tequila and mezcal”.
Alejandro Gutierrez Champion, co-founder at Mezcal Union, added: “We are proud to have delighted consumers with an excellent artisanal-craft mezcal and are confident that as part of Diageo, one of the largest and most respected spirits companies in the world, Mezcal Unión will continue to support development of the category, open doors to new markets and strengthen our brand mission”.
Source: Diageo
