Diageo steps up mezcal ambitions with Mexico’s Pierde Almas

4th May, 2018 by Lauren Eads

Diageo has acquired the artisan Mexican mezcal brand Pierde Almas – the first stand-alone mezcal brand in its portfolio – as part of its strategy to develop the category in Mexico and abroad.

The drinks giant said it planned to preserve the traditional production methods of Almas, which is distilled in Oaxaca and Guerrero, and retain its founder, Jonathan Barbieri, as brand ambassador and master distiller.

“We are confident that this acquisition will have a positive impact on the brand and the category as a whole,” said Barbieri.

“It represents not only a growth opportunity for Pierde Almas, but a chance for us to unleash the full potential of our social, cultural and environmental commitment. In these three areas, Pierde Almas has always been pro-active, but now….

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3 Responses to “Diageo steps up mezcal ambitions with Mexico’s Pierde Almas”

  1. Great adquisición by Diageo !
    So was Don Julio, Casamigos,De Leon and Peligroso.
    So who’s next?

  2. Oscar Melara says:

    Where can I purchase Pierde Almas in San Francisco?

  3. Lucas R says:

    Jonathan barbieri abused the producers with bad agreements that were later revised and corrected by the CRM, he also doesn’t know about distilling to be ned ‘master distiller’. Neither the brand had any social action. Don’t lie to final consumers, no need for fake mkt.

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