Business

William Grant buys tequila distillery

William Grant & Sons has announced its acquisition of a distillery in Mexico for its fast-growing Milagro Tequila brand.

The Mexican distillery acquisition forms part of the company’s multi-million pound investment plan to build its brands globally and upgrade its infrastructure to support its growth ambitions. It said the purchase elevates the brand to equal importance as Glenfiddich whisky and Hendrick’s Gin.

Simon Hunt, William Grant & Sons Chief Executive, said: “One of the many benefits of our independent family ownership is that we have the freedom to make the right choices for our long-term success. We have spent the last two years working on this plan to acquire our own distillery in Mexico, and we’re delighted we have found the right option for our business.

He added: “We’re excited by this move to build a strong platform for further innovation that will help us take full advantage of global opportunities in the fast-growing premium tequila category. It demonstrates our commitment to investment in global growth despite the impact of the coronavirus pandemic.”

“The acquisition of the tequila distillery in Mexico and our recent decision to set up our own dedicated distribution business in Germany are two examples of our investment decisions at a difficult time for our people, our trade partners, our loyal brand fans and our industry.”

Since 2015, Milagro has averaged double-digit annual growth in the US market, reaching more than 300,000 9L cases in annual sales, making it the country’s fifth largest premium tequila brand. 

Jonathan Yusen, President & Managing Director, Americas, said: “2020 has seen accelerated consumer interest in the premium tequila category, with Nielsen markets showing retail growth of over 30% over the last quarter alone, and with Milagro out-pacing the category with almost 50% retail growth.” 

Milagro Select Tequila

William Grant has also re-introduced its ultra-premium “Milagro Select” range with a bold, bright new look. Each bottle, engraved with a Blue Agave plant design.

Made from 100% blue agave from the Jalisco highlands and distilled using both pot and column stills to retain the vibrant flavour, Milagro won the Gold Medal at the 2020 San Francisco World Spirits Competition and a score of 92 out of 100 from the tasting panel at the 2020 Ultimate Spirits Challenge.

“Milagro has always been an exciting brand within our award-winning portfolio, and with this distillery it is now a clear long-term priority for our global business, alongside such iconic premium brands as Glenfiddich Single Malt Scotch, Hendrick’s Gin and Tullamore D.E.W. Irish Whiskey,” Yusen said.

“This acquisition allows us to manage our production more closely, ensuring the long-term quality and consistency of our Silver, Reposado and Añejo offerings, while bringing our innovation expertise to agave-based spirits.”

Simon Hunt, William Grant & Sons Chief Executive, said: “One of the many benefits of our independent family ownership is that we have the freedom to make the right choices for our long-term success. We have spent the last two years working on this plan to acquire our own distillery in Mexico, and we’re delighted we have found the right option for our business.

“We’re excited by this move to build a strong platform for further innovation that will help us take full advantage of global opportunities in the fast-growing premium tequila category. It demonstrates our commitment to investment in global growth despite the impact of the coronavirus pandemic.”

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