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Constellation To Acquire Casa Noble Tequila

August 13, 2014

Constellation Brands has agreed to purchase boutique Tequila brand Casa Noble for an undisclosed sum. The deal, which includes the Casa Noble trademarks and related assets, is slated to close next month. According to Constellation CEO Rob Sands, the Tequila marks the company’s first super-premium spirits brand, and will be positioned to complement Constellation’s existing Mexican beer stable. Constellation has been pursuing a Tequila brand following last year’s acquisition of full ownership in Crown Imports, the U.S. business of Mexican brewer Grupo Modelo.

Established by co-founders David Ravandi, Carlos Hernandez and Jose Hermosillo, as well as celebrity equity partner Carlos Santana, Casa Noble specializes in organic Tequila from Jalisco, Mexico. The brand’s lineup includes core Crystal, Reposado and Añejo entries, as well as a variety of limited edition and higher-end offerings. Casa Noble joins Svedka vodka, Black Velvet Canadian whisky and Paul Masson Brandy in Constellation’s existing spirits portfolio.

The acquisition follows a flurry of recent deal-making and new product activity within the super-premium Tequila category. Earlier this year, Diageo added luxury DeLéon and super-premium Peligroso to its stable, while Beam Suntory partnered with entertainer Justin Timberlake to launch Sauza 901 Tequila ($30). More recently, Pernod Ricard acquired a majority stake in super-premium Tequila brand Avión ($40-$60), and just last month, Patrón extended its flagship Tequila lineup with its higher-end Roca Patrón range ($70-$90).

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