Spotlight on Mexico
Ivan Menezes visits Mexico to mark one year since Tequila Don Julio acquisition.
Feature 06 APR 2016
Diageo’s Chief Executive Ivan Menezes visited the historic La Primavera Distillery in Atotonilco El Alto in Mexico this week to mark one year since our acquisition of super-premium Mexican brand Tequila Don Julio.
Joined by Alberto Gavazzi, our President of Latin America & Caribbean and Erik Seiersen, Managing Director, Diageo Mexico, they celebrated the one year anniversary of our investment in Mexico and the success of the Tequila category globally and locally.
In February 2015 we completed the acquisition of the remaining 50% of Tequila Don Julio which gave us full global ownership and management control of the brand, enhancing our leading position in Mexico.
Tequila Don Julio has positioned Diageo as a leading local employer, producer, and exporter of one of Mexico’s most important products.
One year on and we have made good progress, investing both locally in our operations and also to build the Don Julio brand on a global scale. Whilst in Mexico Ivan Menezes was greeted by the mayor of Atotonilco for the unveiling of the first plaque of the nearly completed Don Julio Heritage Centre (completion of Heritage Centre slated for summer 2016). We have also built new corporate offices in Guadalajara and hired an additional 270 people locally, taking our total number of employees in Mexico to 810 people.
Meanwhile we havewe have grown the brand by 27% in the first six months of this financial year and doubled the number of markets for the Don Julio brand from 30 to over 60.
For Diageo, Mexico is a dynamic and energetic country full of opportunity for the future!