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MEXICO/US: Bacardi acquires Tequila brand

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Bacardi-Martini has announced that it has acquired the Tequila brand, Tequila Cazadores, from the Don Felix Banuelos family. The premium brand is produced in the Los Altos region of Jalisco in Mexico and sells around 1.3m cases a year. Financial details of the acquisition were not disclosed.

The deal includes the brand name, a production facility and a long-term supply of blue agave. Bacardi has said that its first priority is to expand the sales of Cazadores in the US where to date it only has limited distribution.

Around 70% of Cazadores' total sales are in Mexico where the brand is one of the leading players in the 100% agave "resposado" aged Tequila segment. ''We wanted to buy something that had already established itself as a premium brand,'' said Bacardi-Martini's Jorge Rodriguez Marquez. ''Today you need to have a complete portfolio. Tequila is a market we recognized that we had to be in.''

Between 1989 and 1999, sales volumes of tequila in the US rose by 75%. With high quality aged tequilas now being poured in restaurants in the same way as top-of-the-range Cognacs or Scotch whiskies, premium Tequila prices can range from $30 to $100 a bottle.


Companies: Bacardi Ltd

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