Diageo Acquires Mezcal Brand Pierde Almas

Global drinks giant Diageo today announced the acquisition of Pierde Almas, a craft mezcal brand.

Diageo will continue to develop the mezcal category in Mexico and abroad, while maintaining Pierde Almas’ craft production processes and “respecting its commitments to sustainability, local communities and the families that produce it,” the company says.

Pierde Almas was founded ten years ago by entrepreneur Jonathan Barbieri. The brand puts out mezcals that showcase the different varieties of agave in the Oaxacan region.

“We are excited about this acquisition and the opportunity it brings to support the sustainable growth of mezcal,” says the CEO of Diageo Mexico, Erik Seiersen. “In the last five years, consumer appreciation of mezcal has been growing rapidly in Mexico and abroad and we believe the category will continue to develop.”

Financial terms of the deal were not disclosed.

Barbieri will continue to work with the company as brand ambassador and master distiller.

“I am looking forward to working with Diageo to take Pierde Almas to its next stage of development,” he says. “Diageo shares our commitment to the values behind every bottle of artisan mezcal. That means environmental responsibility and respect for the culture, communities and individuals that produce it.”


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