Diageo has confirmed its commitment to Don Julio Tequila by pledging $400 million in its future, with plans to expand production and build a heritage centre in Jalisco.
A lick of salt, shot and wedge of lime might be many people’s experience of Tequila, but its reputation as a slammer spirit is slowly disappearing.
Diageo has successfully gained full ownership of Tequila Don Julio, completing the company’s efforts to gain a foothold in the strengthening Tequila market.
Pernod Ricard has sold its Caribe wine cooler brand to Grupo Bepensa as part of a strategy to focus on its spirits and wine brands.
The world’s largest brewer AB InBev is to release a Tequila-flavoured beer in the US, tapping into young consumers’ increasing interest in the spirit.
Diageo has bolstered its stake in the luxury Tequila market by acquiring the Don Julio brand from Casa Cuervo in exchange for Irish whiskey Bushmills.
Canada and Mexico have threatened the US with trade sanctions and increases in wine tax after the World Trade Organisation ruled US tariffs to be illegal.
A “milky” alcoholic residue has been found in an ancient city with scientists claiming its use was to provide essential nutrients during food shortages.
The Scotch Whisky Association has signed a cooperation agreement with Tequila’s regulatory body to help the mutual protection of the two spirits.
Mexican football fans had extra cause for celebration on Friday, when they found a ‘free’ beer stand.
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