International alcoholic beverages group Constellation Brands is acquiring the Casa Noble tequila brand. The transaction includes the Casa Noble trademark and related assets. It is expected to close in September 2014 and is subject to customary closing conditions. Terms of the purchase were not disclosed.
Casa Noble tequila is made from organic blue agave grown in the hills of Jalisco, Mexico – a region known for its unique soil that produces very high quality agave. The award-winning Casa Noble family of tequilas includes Casa Noble Crystal, Reposado and Añejo as well as limited production of several other higher-end Casa Noble tequilas.
The tequila category continues to grow steadily, with super premium and above tequila growing 10% in the US market in 2013. Casa Noble super premium tequila is a high-quality brand that posts consistent, double-digit growth. Constellation Brands has a successful track record of integrating high-potential brands into its portfolio and amplifying their strong marketplace momentum.
“I’m excited for the opportunity to integrate Casa Noble tequila into our existing portfolio,” says Rob Sands, chief executive of Constellation Brands. “As the first super premium spirits brand we’ll add to our portfolio, Casa Noble is a natural fit. It complements our successful Mexican beer brands and we intend to leverage our existing strong routes-to-market, as well as our marketing expertise and deep knowledge of the Hispanic consumer.”
“Aligning with the world class portfolio of Constellation Brands will enable the Casa Noble brand to continue to grow its position as one of the highest rated super premium tequila brands in the market,” says Otto Hoernig, chief executive and chairman of Casa Noble Holdings. “The original co-founders of Casa Noble and true tequila visionaries David Ravandi, Carlos Hernandez and Jose Hermosillo created a truly elegant brand. Together with our equity partner, Carlos Santana, we built upon the brand’s integrity and commitment to quality, resulting in this new future for Casa Noble with Constellation Brands.”
Constellation Brands has operations in the US, Canada, Mexico, New Zealand and Italy. Constellation is the number three beer company in the US with high-end, iconic imported brands including Corona Extra, Corona Light, Modelo Especial, Negra Modelo and Pacifico. Constellation is also the world’s leader in premium wine selling brands including Robert Mondavi, Clos du Bois, Kim Crawford, Rex Goliath, Mark West, Franciscan Estate, Ruffino and Jackson-Triggs. The company’s premium spirits brands include SVEDKA Vodka and Black Velvet Canadian whisky.
