Industryweek 7204 Constellation Enters Hot Tequila Market Casa Noble

Constellation Enters Hot Tequila Market with Casa Noble

Aug. 13, 2014
U.S. alcoholic beverage giant Constellation Brands announces it is buying Casa Noble, a Mexican organic tequila maker partly owned by music icon Carlos Santana.

WASHINGTON – U.S. alcoholic beverage giant Constellation Brands (IW 500/306) (STZ) said Wednesday it will buy Casa Noble, a Mexican organic tequila maker partly owned by music icon Carlos Santana.

"As the first super premium spirits brand we'll add to our portfolio, Casa Noble is a natural fit," Constellation CEO Rob Sands said, adding that the acquisition complements the company's Mexican beer brands Corona, Modelo and Pacifico.

The Victor, New York-based company, which produces and markets beer, wine and spirits in North America, New Zealand and Italy, said the transaction is expected to close in September.

The company did not reveal the financial terms of the purchase.

The deal marks Constellation's entry into the fast-growing market for tequila, Mexico's native distilled liquor made from the agave plant.

U.S. imports of tequila have grown 83% between 2002 and 2013, at an average clip of 5.6% per year, according to the Distilled Spirits Council of the United States.

Imports of super-premium tequila -- such as Casa Noble -- grew nearly 10% in the U.S. market in 2013, the trade group said.

Sands said the company would leverage its existing routes to market, its marketing expertise and its "deep knowledge of the Hispanic consumer" in marketing Casa Noble.

Casa Noble tequila is made from organic blue agave grown in the hills of Jalisco, Mexico, and produced in a family-owned distillery that traces its roots back to 1776.

"Aligning with the world-class portfolio of Constellation Brands will enable the Casa Noble brand to continue to grow its position as one of the highest-rated super-premium tequila brands in the market," said Otto Hoernig, chairman and CEO of Casa Noble Holdings. "Together with our equity partner, Carlos Santana, we built upon the brand's integrity and commitment to quality, resulting in this new future for Casa Noble with Constellation Brands."

Constellation shares rose 0.3% to $86.02 in late-morning trade on the New York Stock Exchange.

Copyright Agence France-Presse, 2014

Popular Sponsored Recommendations

Why DataOps may be the key to unlocking the full potential of digital transformation

Nov. 3, 2023
Read the 2023 market survey conducted by IndustryWeek

Machine Learning and Predictive Analytics Guidebook for Engineers

Sept. 27, 2023
Leverage Domain Expertise to Drive Optimization – Without Needing a Data Scientist.

7 Crucial Steps to Improve Your OT Security

Oct. 23, 2023
Enhance OT security in manufacturing and production. Uncover the crucial steps to safeguard your operational technology. Protect against evolving threats and bridge the IT-OT ...

Digitally Transforming Data and Processes With Product Lifecycle Management

Oct. 29, 2023
Manufacturers face increasing challenges in product development as they strive to consistently deliver improved results. Discover how industry leaders are improving time-to-market...

Voice your opinion!

To join the conversation, and become an exclusive member of IndustryWeek, create an account today!