Diageo has added Mezcal Unión to its Reserve range as part of its acquisition of Casa UM. The addition gives the British spirits giant an even stronger foothold in the agave spirits world–it already owns Don Julio and Casamigos.
Mezcal Unión was launched in 2011 by a group of Mexican entrepreneurs and its founders will continue to be involved in the business to support the brand’s future growth. Diageo has worked with the Oaxacan brand for the past five years, growing its distribution in Mexico, the US, and beyond. Now the international firm has agreed to buy the mezcal’s parent company, Casa UM, for an undisclosed sum.
“Our story with Mezcal Unión began with a distribution partnership in 2016 and we are now taking it to a new level,” said Mónica Michel, marketing and innovation director for Diageo in Mexico. “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 co-founder, said: “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, one of the largest and most respected spirits companies in the world, Mezcal Unión will continue to support development of the category, open doors to new markets and strengthen our brand mission.”
The mezcal category grew in value from $349.5 million to $413.3m in 2020, according to the Consejo Regulador del Mezcal.
The acquisition will be funded through existing cash and is subject to regulatory clearances.
For more information, head over to Mezcal Unión’s official website.