19th August, 2020 by Nicola Carruthers
Tequila and mezcal have stolen the spotlight in recent years as major players splash their cash on super-premium brands and celebrities jump on the bandwagon. Here, we look at the biggest acquisitions across agave-based spirits.
The popularity of Tequila and mezcal has been boosted by star power and its authenticity cues. In the US, consumption of mezcal grew by 40% in 2019 while Tequila rose by 9.3%, according to IWSR Drinks Market Analysis.
A number of famous faces have entered agave spirits in recent years, including Rita Ora and Dwayne ‘The Rock’ Johnson, adding buzz to the booming sector.
Over the past few years, several drinks groups have made their first moves into Tequila and mezcal including Diageo, Pernod Ricard and Campari Group. Meanwhile, some of these multinationals have also expanded their agave spirits portfolio with new and established brands.
Some notable omissions from our top 10 list include Bacardi’s purchase of a minority stake in Ilegal Mezcal in 2017, while it was also announced recently that family-owned firm Trinchero Family Estates had entered the Tequila category with the acquisition of Tres Agaves.
Click through the following pages to see our selection of the top 10 acquisitions across the Tequila and mezcal category in recent years.