Is this a trend that’s driven purely by financial incentives, whether to cash in like Clooney and company, or to profit from America’s increasing appreciation of the spirit?
Last year was a busy time in the tequila world. Here's what we expect to see in 2020, and beyond.
Following the landmark success of George Clooney’s tequila brand Casamigos, a crop of celebrities have tried to mimic its popularity with their own labels in the US.
Tequila net sales were up 36% in the first half of the fiscal year.
Sex and the City star Chris Noth has revealed he believes his recently acquired Ambhar Tequila is “better” than fellow actor George Clooney’s Casamigos brand.
He makes $27,283 every hour.
There are reasons to believe that Menezes' self-help plan is beginning to bear fruit. The US business is back in growth, after adding George Clooney's Casamigos tequila and a number of other brands to its cabinet.
Notably, Diageo has also been striving to augment its spirit-based alcohol portfolio through acquisitions. In June 2017, the company announced the acquisition of the fastest-growing premium tequila brand, Casamigos, in a deal worth $1 billion.
Drinks giant Diageo has completed its US$1 billion acquisition of Tequila brand Casamigos, which was founded just four years ago by Hollywood heartthrob George Clooney and Rande Gerber.