Tuesday, September 12, 2006

Tequila Herradura Acquired

TequilaHerraduraBLBL-w.jpgTequila Herradura sweepstakes winner determined, reportedly beating out Pernod Ricard and Bacardi to purchase the 136-year-old Mexican distiller for $876 million. Under the deal struck with Herradura’s current owners, Pablo and Jose Guillermo Romo de la Pena, Louisville’s Brown-Forman Corp. will acquire the distiller’s superpremium name brand, its premium El Jimador and its New Mix tequila-based RTD.

The transaction is slated to close before the end of the year.

“These brands will help us advance our business with the growing Hispanic population of the U.S. and increase our participation in the cocktail culture, as the margarita is the most called-for drink in the country,” said Brown-Forman CEO Paul Varga.


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