Constellation buys Casa Noble Tequila13th August, 2014 by Lauren Eads
Constellation Brands has closed a deal to buy Carlos Santana’s super-premium Tequila brand, Casa Noble.
The acquisition, which is expected to complete in September, will see Constellation take on its first super-premium Tequila entering a market which grew by 10% in the US in 2013, according to DISCUS.
Casa Noble has posted “consistent, double-digit growth” in recent years, according to Constellation, who said it was a “natural fit” for its portfolio.
Rob Sands, chief executive officer of Constellation Brands, said: “It complements our successful Mexican beer brands and we intend to leverage our existing strong routes-to-market, as well as our marketing expertise and deep knowledge of the Hispanic consumer.”
Casa Noble Tequila is made from organic blue agave grown in the hills of Jalisco, Mexico – a region known for its soil that produces high quality agave.
Otto Hoernig, CEO and chairman of Casa Noble Holdings, said: “The original co-founders of Casa Noble and true tequila visionaries David Ravandi, Carlos Hernandez and Jose Hermosillo created a truly elegant brand. Together with our equity partner, Carlos Santana, we built upon the brand’s integrity and commitment to quality, resulting in this new future for Casa Noble with Constellation Brands.”
Jose “Pepe” Hermosillo, will join the Constellation team to lead development of Casa Noble overseeing the brand’s operations and remaining the brand’s most senior ambassador.
Casa Noble is available in four varieties: a blanco Crystal Tequila, Anejo, Single Barrel bottlings and Reposado.