Diageo, the global spirits firm, is making a further play in the mezcal space with the acquisition of ultra-premium brand Pierde Almas.
Pierde Almas is produced in Oaxaca, Mexico from naturally fermented agave and is know for its social, cultural and environment awareness, the Spirits Business reports.
The mezcal will be the second in Diageo’s portfolio. Its first was launched last year, following the company’s acquisition of the Casamigos business in a reported $1 billion deal.
Commenting on the launch, Diageo Mexico CEO Erik Seiersen said: “We are excited about this acquisition and the opportunity it brings to support the sustainable growth of mezcal and the communities in Oaxaca where it is produced. In the last five years, consumer appreciation of mezcal has been growing rapidly in Mexico and abroad and we believe the category will continue to develop”.
Source: The Spirits Business