Thursday, April 21, 2011

Why Diageo Is Seeking to Buy Jose Cuervo

Jose Cuervo TequilaBy: David Kiley

United Kingdom drinks giant Diageo is believed to be considering a bid to buy the historic and iconic Jose Cuervo Tequila brand, the biggest Tequila brand and operation in the world, from the Beckmann family whose family tree traces to the original Antonio de Cuervo and a Mexican land grant from Spain in 1758 to start a blue agave farm.

Diageo already controls most of the distribution of Jose Cuervo. But media reports on both sides of the Atlantic say the beverage company, which also owns Guinness and a raft of other spirits brands, including Johnnie Walker Scotch Whisky, Tanqueray Gin and Crown Royal Canadian Whiskey, would pay perhaps $2 billion to own it outright.

The reason for Diageo's interest is open for speculation for now, since neither side is doing much talking. But Tequila consumption has been growing, though 84 percent of world consumption is still concentrated in Mexico and the U.S., according to Just-Drinks.

Continue reading Why Diageo Is Seeking to Buy Jose Cuervo

Filed under:

Why Diageo Is Seeking to Buy Jose Cuervo originally appeared on Luxist on Fri, 15 Apr 2011 10:01:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments

Add to digg Add to Add to Google Add to StumbleUpon Add to Facebook Add to Reddit Add to Technorati


happy sumo atlanta sumo deadlift female sumo wrestlers sumo pictures famous sumo wrestlers

No comments:

Post a Comment