Sector News

Diageo Completes Tequila Don Julio Deal

March 2, 2015
Food & Drink
Guinness brewer Diageo has completed the acquisition of full global ownership and control of Tequila Don Julio.
 
The acquisition strengthens Diageo’s position in the growing ‘super premium and above’ tequila market and gives the brewer the ability to make investment decisions across supply, marketing, and innovation to support the continued growth of the brand.
 
Diageo is also now set to “become more competitive” in the tequila market.
 
Ivan Menezes, chief executive of Diageo, said completing the acquisition delivers on the company’s strategy to build its presence “in the world’s fastest growing markets and to invest behind the biggest growth opportunities”.
 
“Tequila is an important global category with tremendous growth potential and with the purchase of Tequila Don Julio we now have full ownership of a leading ultra-premium brand,” he added.
 
Erik Seiersen, managing director of Diageo Mexico, added: “This transaction marks a significant milestone for Diageo in Mexico.
 
“It transforms our business as a leading local employer, producer, and exporter of one of Mexico’s most important products and reinforces our leading position within premium spirits with the return of Smirnoff and the addition of Tequila Don Julio in its entirety to our portfolio.”
 
By Matthew Ord
 

comments closed

Related News

February 4, 2023

Unilever names FrieslandCampina’s Hein Schumacher as next CEO

Food & Drink

Schumacher will replace Alan Jope, who announced his decision to retire last September, less than a year after a failed attempt by Unilever to buy GlaxoSmithKline’s consumer healthcare business and just months after activist investor Nelson Peltz joined the company’s board.

February 4, 2023

Tetra Pak execs flag plant-based ice cream development hurdles as indulgent offerings expand

Food & Drink

Globally, plant-based ice creams have doubled their share of the market over the last five years, according to Tetra Pack. Pea protein and coconut milk are leading the way, but Tetra Pak cites data showing that oat-based ice cream launches have doubled in the previous year.

February 4, 2023

Examining the meaning of eco-labels: Is it time for mandated methodology?

Food & Drink

A myriad of so-called eco-labels are being rolled out across various F&B products, but with no gold standard or strict rules governing precisely what the logos mean and what methodology is behind them, concerns are growing that they will confuse consumers and ultimately be counterproductive.

How can we help you?

We're easy to reach