Whyte & McKay owner Emperador has made a move in mezcal, purchasing a majority holding in producer and brand owner Los Danzantes through its Mexican joint-venture.
The Philippines-based brandy specialist, which acquired scotch whisky group Whyte & Mackay from India’s United Spirits 11 years ago, announced the transaction earlier this month. The financial details behind the purchase, conducted through Casa Pedro Domecq, were not disclosed.
Casa Pedro Domecq is co-owned by Emperador and sherry giant González Byass.
Founded in 1997 by Gustavo Muñoz, Los Danzantes is based in the south-west region of Oaxaca. The company, which oversees around 60 hectares of indigenous agave – rather than espadín agave, which is used by most mezcal producers – owns the namesake brand as well as Alipús. The pair are exported to 28 markets and are priced at the super- and ultra-premium levels, according to Casa Pedro Domecq.
“The addition of luxury mezcal to the group’s whisky and brandy portfolio further amplifies and strengthens the premiumisation and internationalisation strategy of Emperador,” said the company’s president, Winston Co. “As we join Los Danzantes in this growth journey, we will continue to safeguard and protect the traditions, heritage, land, people and resources that make this world-class mezcal.”
Speaking to Global Drinks Intel last month, Bacardi group CEO Mahesh Madhavan credited consumers’ “increasing appreciation for agave-based spirits, such as Patrón tequila and Ilegal mezcal”, for raising the profile of Mexico City as a “ cocktail destination”.
“Seeing Handshake Speakeasy take the top spot in the ‘World’s 50 Best Bars’ was a proud moment, reinforcing the city’s growing influence in the industry,” Madhavan said.
