Brown-Forman Corp. has acquired the assets of the Mexican tequila company Grupo Industrial Herradura SA de CV for a reported $876 million.
This includes Herradura (about $40 retail) and El Jimador ($20)
tequilas, as well as the New Mix tequila-based ready-to-drink brand not
distributed in the U.S. Brown-Forman currently markets two tequila
brands in the U.S.--Pepe Lopez, a mid-priced brand ($15), and Don
Eduardo, a superpremium brand ($35). Other assets included in the sale
are tequila production facilities and a sales and distribution
organization in Mexico.
Printer friendly
Cite/link
Email
Feedback