Diageo said it acquired Pierde Almas, an artisan ultra-premium mezcal brand. Diageo said it will continue to develop the mezcal category in Mexico and abroad, while maintaining Pierde Almas’ artisan and handcrafted production processes, and respecting its commitments to sustainability, local communities and the families that produce it.
“We are excited about this acquisition and the opportunity it brings to support the sustainable growth of mezcal and the communities in Oaxaca where it is produced”, said 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.”