Beam Suntory has made its first mezcal connection, securing a distribution arrangement in the US for the Mezcal Amarás portfolio.
The agreement, announced today, will see the Jim Beam brand owner take on responsibility for importing and distributing the brand in “several US states” from the start of July. Details of who Beam Suntory is taking over from for the duties were not immediately available.
The news represents Beam Suntory’s debut in the mezcal category, although the group owns a handful of Tequila brands, including Hornitos, Sauza and Tres Generaciones.
“Our new strategic partnership with Mezcal Amarás in the US is key for Beam Suntory as we continue to premiumise our spirits portfolio and focus on the fast-growing agave-based spirits category,” said North America president Jessica Spence, who assumed the role at the start of this year.
Positioned at the premium-and-above end of the spirits price ladder, the brand’s three-strong portfolio comprises Amarás [super-premium, “perfect for sipping”], Amarás Logia [ultra-premium line of limited-edition iterations for “mezcal connoisseurs”] and Verde Amarás [premium, “meant for cocktails and those newer to mezcal”].
Amarás’ namesake owner company commenced operations in its home market of Mexico in 2010 and the brand is currently exported to around 24 markets.
Back in November, media speculation linked Beam Suntory to a consolidation exercise for its stable of spirits brands although, to date, none have been divested.
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