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Chris Noth’s Tequila brand sale axed

US drinks firm Entertainment Arts Research has pulled out of its US$12 million deal to buy Ambhar Tequila amid sexual assault allegations against its majority shareholder, actor Chris Noth.

Chris Noth
Chris Noth moved into Tequila in 2018 with the purchase of Ambhar Tequila

Chris Noth, known for his role in Sex and the City and its sequels, purchased a majority stake in ultra-premium Tequila brand Ambhar in 2018. Noth’s main responsibility with Ambhar is as an ambassador for the brand.

The brand, which was founded in 2009 by Jaime Celorio, offers three expressions: Ambhar Plata, Ambhar Reposado and Ambhar Añejo.

In August 2021, Entertainment Arts Research said in a statement that it had finalised the terms of its acquisition to buy a 51% stake in Ambhar Global Spirits, owner of Ambhar Tequila, in a deal that valued the company at US$12m.

The proposed transaction also included the right to acquire the remaining 49% stake. Celorio would remain CEO of the firm as part of the deal.

However, a recent statement issued by Entertainment Arts Research on 17 December said its board had decided to terminate all discussions in relation to the acquisition.

The end of the deal is in the wake of several claims of sexual assault against Noth, which are alleged to have occurred in 2004 and 2015. A third accuser has also come forward. Noth recently returned to TV screens in his role as Mr Big in the Sex and the City reboot And Just Like That.

Entertainment Arts Research owns several soft drink brands, as well as White Rhino Vodka.

Ambhar Tequila said it would not comment publicly as it had signed confidentiality agreements with potential investors. The company said: “We seek to respect the privacy of these conversations and will not be making any further public statement.”

The Spirits Business has approached Entertainment Arts Research for further comment.

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