News Alert: Diageo Bolsters Mezcal Stable With Purchase Of Mezcal UniónAugust 10, 2021
Diageo has agreed to acquire Casa UM, owner of premium mezcal brand Mezcal Unión, for an undisclosed sum. Diageo has worked in partnership with Mezcal Unión since 2016, providing expertise and supporting growth of the brand’s distribution network in Mexico, the United States, and other countries.
According to the company, Mezcal Unión has become one of the leading mezcal brands in bars and restaurants in Mexico over the past two years. “Our story with Mezcal Unión began with a distribution partnership in 2016 and we are now taking it to a new level,” said Mónica Michel, marketing and innovation director for Diageo in Mexico.
Moving forward, Mezcal Unión will preserve its mission of supporting traditional and artisanal production processes while continuing existing relationships with agave farmers and its network of mezcal master distillers in Oaxaca, Diageo said. Its founders will remain involved with the business.
Alejandro Gutierrez Champion, co-founder at Mezcal Unión, stated that he’s “confident that as part of Diageo, one of the largest and most respected spirits companies in the world, Mezcal Unión will continue to support development of the category, open doors to new markets and strengthen our brand mission.”
Mezcal Unión adds to Diageo’s brand stable in a fast-growing category. The company acquired luxury mezcal brand Pierde Almas in 2018, and is also present in the category through the mezcal offshoot of Tequila player Casamigos, as well as the Sombra brand, which it gained through its purchase of Davos Brands last year.—Daniel MarstellerSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.