Brown-Forman Pours $200 Million Into Tequila Operations

Brown-Forman is set to ramp up its Tequila production with a $200 million investment. The outlay will go toward expanding the company’s Casa Herradura Tequila distillery in Jalisco, Mexico, with construction slated to start in July. According to Impact Databank, Brown-Forman’s el Jimador Tequila grew 9% to 921,000 cases in the U.S. last year, while the Herradura brand rose 6% to 384,000 cases.

“The world’s growing taste for premium Tequila is driving double-digit net sales growth of our Herradura and el Jimador brands,” said Brown-Forman president and CEO Lawson Whiting. “We believe strong consumer interest in Tequila will continue and we’re expanding our production capacity to meet this demand. This strategic investment will improve our production efficiencies and increase our competitiveness.”—Daniel Marsteller

Tagged : Brown-Forman, El Jimador, Herradura

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