CANADA: Kirkwood Group replaces Diageo as Jose Cuervo distributor

By | 12 July 2013

Talks with Diageo collapsed in December

Talks with Diageo collapsed in December

The Beckmann family has handed distribution of its Jose Cuervo Tequila portfolio in Canada to The Kirkwood Group.

The Beckmann-owned Proximo Spirits, which took control of Jose Cuervo's international distribution after renewal talks with previous distributor Diageo collapsed last year, said the agreement began on 1 July. Kirkwood already handles other Proximo brands in Canada, including 1800 Tequila and Three Olives Vodka.

"We are thrilled to represent Jose Cuervo and build upon the already successful relationship we have with Proximo," said Peter Kirkwood, national sales manager for Kirkwood.

The Beckmanns had lined up a number of deals with other distributors before its global deal with Diageo ended in June.

Last week, the family announced Edward Snell & Co was to handle Southern African distribution of Cuervo, while in April, it awarded distribution of its Tequila range in Australia to Think Spirits. Proximo will handle sales in the UK, Ireland, Canada and the US.

Expert analysis

Tequila & Mezcal in BRIC to 2016: Market Guide

"Tequila & Mezcal in BRIC to 2016: Market Guide" provides in-depth detail on the trends and drivers of the Tequila & Mezcal market in BRIC. The report includes quantitative information (historic and forecast market values), as well as data, to help companies in the Alcoholic Drinks industry better understand the changes in their environment, seize opportunities and formulate crucial business strategies.

Sectors: Spirits

Companies: Diageo

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CANADA: Kirkwood Group replaces Diageo as Jose Cuervo distributor

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