Diageo To Acquire Mezcal Unión; Launches New Customer Website

By Dave Simpson
Diageo To Acquire Mezcal Unión; Launches New Customer Website

Guinness manufacturer Diageo has announced that it has reached an agreement to acquire Mezcal Unión and launched a new customer website.

Mezcal Unión Acquisition

In a statement announcing the Mezcal Unión acquisition published on its website, Diageo said, "Today, Diageo announces it has reached an agreement to acquire Mezcal Unión through the acquisition of Casa UM. Mezcal Unión was launched in 2011 by a group of Mexican entrepreneurs with the purpose of developing the category while generating positive social impact and preserving traditional production. Mezcal Unión's founders will continue to be involved in the business to support the brand’s future success and growth.

"Diageo has worked in partnership with Mezcal Unión since 2016, providing expertise and supporting growth of the brand's distribution network in Mexico, the United States, and other countries. Over this period, Mezcal Unión's growth has accelerated, and they have integrated numerous Mezcal producers and agave farmers into their sustainability and community support programs, focused on contributing to local development in Oaxaca.

"To continue promoting local development and ensure the sustainability credentials of its operations, Mezcal Unión will preserve its mission of supporting traditional and artisanal production processes while continuing existing relationships with agave farmers and its network of mezcal master distillers in Oaxaca."

Diageo added, "The acquisition will be funded through existing cash and is subject to regulatory clearances."


Marketing and Innovation Director For Diageo In Mexico Statement

In a statement also published on Diageo’s website, marketing and innovation director for Diageo in Mexico Mónica Michel said, “Our story with Mezcal Unión began with a distribution partnership in 2016 and we are now taking it to a new level. We are delighted to continue working with its founders and welcome this brand to our Reserve portfolio, which includes exceptional brands across exciting and fast-growing categories like tequila and mezcal.”

Mezcal Unión Founder Statement

In another statement published on Diageo's website, Mezcal Unión founder Alejandro Gutierrez said, "We believe in the power of transformation through collaboration. This approach has supported both the growth of the brand and of local communities and agave farmers in Oaxaca. We are proud to have delighted consumers with an excellent artisanal-craft mezcal and are confident that as part of Diageo, one of the largest and most respected spirits companies in the world, Mezcal Unión will continue to support development of the category, open doors to new markets and strengthen our brand mission."

New Customer Website

Meanwhile, Diageo has replaced its former MyDiageo customer website with a new site called Diageo One and also said that it is moving to online invoicing, with over 2,000 customers now being able to access their account documents via the new site, in move that the company said will save an estimated 1.2 million pieces of paper per year as part of Diageo Ireland's "Society 2030: Spirit of Progress" plan and its commitment to make a positive impact on the planet by 2030.

The deadline for Diageo customers to register for Diageo One is September 30.

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