Bacardi sees significant potential in the mezcal category

Bacardi sees significant potential in the mezcal category

Mezcal producer Casa Armando Guillermo Prieto (Casa AGP) is set for a boost after signing an exclusive Mexico distribution deal with Bacardi

Terms of the deal, which is effective immediately, were not disclosed but Bacardi said it intends it to be a “long-standing relationship”. Casa Armando Guillermo Prieto's brands were previously distributed in-house in Mexico. 

Javier Flores, Casa AGP's operative director said: “With distribution being handled by Bacardi Mexico, our mezcal line will now have a bigger impact in the market, broadening its reach significantly.” 

Casa AGP owns Mexico's largest mezcal manufacturing facility in Oaxaca, Tlacolula de Matamoros Township.  

Constantino Spas, Bacardi Mexico's MD, said: “This commercial agreement makes Bacardi the first global spirits company to have a complete and competitive mezcal portfolio in Mexico. The mezcal category is experiencing extraordinary growth and has incredible potential.” 

To read an exclusive just-drinks interview with Bacardi's CEO, Ed Shirley, click here