Edrington Americas Enters Tequila, Partnering With PartidaDecember 13, 2016
Edrington Americas has formed a strategic partnership with Partida Tequila. The deal, taking effect in the first quarter of 2017, will see Edrington Americas assume all sales, marketing and distribution of the upscale Tequila brand, which includes Blanco ($40-$50), Reposado ($50) and Añejo ($55) varieties, as well as a high-end Elegante expression ($350). Impact Databank estimates Partida at around 30,000 cases in the U.S., growing at 20% annually.
For Edrington—whose portfolio also includes Scotch whisky brands The Macallan, Highland Park and The Famous Grouse as well as Brugal rum and Snow Leopard vodka—the Partida deal offers exposure to the burgeoning luxury Tequila segment (above $40 a bottle), which has grown by 40% over the past five years and is closing in on 3 million cases, according to Impact Databank. Gary Shansby, Partida’s founder and chairman, said that both his company and Edrington are committed to “brand-building for the long term.” —Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.