Bacardi becomes leading mescal distributor in MexicoBy Becky Paskin
Bacardi is to distribute the entire mescal portfolio of Casa Armando Guillermo Prieto (Casa AGP) in Mexico, becoming the first international spirits group to have a complete mescal offering in the country.
The exclusive distribution agreement will give Bacardi a strong position in the Mexican mescal market, which according to Nielson, grew 37.7% in volume in 2012.
“This commercial agreement makes Bacardi the first global spirits company to have a complete and competitive mescal portfolio in Mexico,” said Constantino Spas, managing director for Bacardi Mexico. “The mescal category is experiencing extraordinary growth and has incredible potential. Together, Bacardi and Casa AGP will lead the way in the mescal category to maintain the leadership position and sustain steady growth.”
Casa AGP’s mescal portfolio includes the Zignum brand in joven (silver), reposado and añejo expressions, as well as Mescal El Recuerdo de Oaxaca, as well as Mescal El Señorío in three different expressions.
The group, founded in 2007, owns the largest mescal manufacturing facility in Mexico, located in Oaxaca in the Tlacolula de Matamoros Township.
“Casa AGP is a 100% Mexican company whose primary objective is to actively participate in the spirits industry, nationally and internationally,” added Javier Flores, operative director for Casa AGP. “With distribution being handled by Bacardi México, our mescal line will now have a bigger impact in the market, broadening its reach significantly.”
Bacardi Mexico operates three spirit production facilities in the country, including Tultitlán in the State of Mexico, La Galarza in Puebla, and Arandas in Jalisco. In addition the group.also currently distributes Patron Tequila and Tequila Cazadores.