There are reasons to believe that Menezes' self-help plan is beginning to bear fruit. The US business is back in growth, after adding George Clooney's Casamigos tequila and a number of other brands to its cabinet.
Notably, Diageo has also been striving to augment its spirit-based alcohol portfolio through acquisitions. In June 2017, the company announced the acquisition of the fastest-growing premium tequila brand, Casamigos, in a deal worth $1 billion.
Drinks giant Diageo has completed its US$1 billion acquisition of Tequila brand Casamigos, which was founded just four years ago by Hollywood heartthrob George Clooney and Rande Gerber.
Diageo says it will initially pay $700 million for George Clooney's Casamigos tequila company. The transaction is expected to close during the second half of 2017.
Celebrities, they’re just like us. They take tequila shots then wake up the next morning with a pounding headache and their hand still in a bag of Cool Ranch Doritos. But in another way, they’re not like us at all: They’re rich enough to start their own t
Commercially available aged tequilas are a fairly modern invention, with the first reposado not launched until 1974, although a number of tequila houses kept aged barrels at home for their own usage. But in every case, aging decisions start with barrel se
At a time when tequila sales are booming both in the U.S. and internationally, and a flood of new brands continue to appear at retailers’ doors, it’s difficult to assemble a price assortment that sticks to value as the most important matter.
Patrón, which pioneered the U.S. market’s thriving luxury Tequila segment, is now facing competition from a bevy of high-end entrants including Don Julio, Avión, Casamigos and others.
What do Casamigos, Avión, and Clase Azul tequilas all have in common? All are made in the same distillery, located in a town called Jesús María in the Los Altos region of Jalisco, Mexico.