Diageo has announced that it has reached an agreement to acquire artisan brand Mezcal Unión through the acquisition of Casa UM for an undisclosed sum.
The spirits giant company has worked in partnership with Mezcal Unión since 2016, supporting the growth of the brand’s distribution network in Mexico, the US, and other export markets. As part of the agreement, Mezcal Unión founders will continue to be involved in the business to support the brand’s future growth.
Diageo said that the company will continue to preserve Mezcal Unión’s mission of supporting traditional and artisanal methods while continuing existing relationships with its network of agave farmers and distillers in Oaxaca, Mexico.
Mónica Michel, marketing and innovation director for Diageo in Mexico, said: “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, Mezcal Unión’s co-founder added: “We believe in the power of transformation through collaboration. This approach has supported both the growth of the brand and of local communities and agave farmers in Oaxaca.
“We are proud to have delighted consumers with an excellent artisanal-craft mezcal and are confident that as part of Diageo… Mezcal Unión will continue to support the development of the category, open doors to new markets and strengthen our brand mission.”
Diageo said that deal, which is subject to regulatory clearances, will be funded through existing cash.
© FoodBev Media Ltd 2021
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