León Bañuelos, who worked with his father on Cazadores for almost 30 years before Bacardi bought the brand, agreed the agency partnership with Foley Family Wines earlier this month. The deal provides the California-based group with importation and distribution rights for the five-strong portfolio across the US as well as worldwide, except Mexico.
When contacted by Global Drinks Intel, a company spokesperson said that El Mexicano has been available in “very limited quantities” outside of Mexico until now. The brand joins Loch Lomond Group’s line of scotch whiskies on Foley Family Wines’ distribution roster.
Going forward, the Bañuelos’ will also “develop a bespoke luxury brand” for its distribution partner, although further details were not disclosed.
El Mexicano’s portfolio comprises:
- Blanco – SRP of US$40 per 75cl bottle
- Blanco 45 – $55
- Reposado – $45
- Añejo – $100, and
- Extra Añejo – $225
“El Mexicano is a high-quality hidden gem from one of the most respected tequila families in Mexico, and the partnership is an exciting step as we grow our global spirits portfolio,” said Foley Family Wines president Shawn Schiffer. “This was the right move for us as the popularity of the tequila category is fuelling overall growth in spirits and resonates with key consumer demographics.”
Last year, Foley Family Wines lined up its owned-brand entry into spirits, acquiring a distillery on the border between California and Nevada.
