Dive Brief:
- Beam Suntory is partnering to distribute Mezcal Amarás, a premium and sustainability-focused mezcal brand, in the U.S., the company said in a statement. Terms of the deal were not disclosed.
- The maker of Jim Bean and Maker’s Mark said it will import Mezcal Amarás and distribute the product in several U.S. states through the company’s existing distributor network starting July 1.
- The partnership builds upon efforts by spirits companies to bulk up their premium portfolio amid surging demand from consumers.
Dive Insight:
While Beam Suntory is known for its roster of premium spirits, the alcohol giant has been moving to further grow its portfolio through acquisitions and partnerships.
Through the deal with Mezcal Amarás, Bean Suntory gains a deeper presence in agave-based spirits. According to Bean Suntory, it is the second-largest segment in the U.S., with mezcal representing the fastest-growing spirits category globally. Mezcal is a distilled alcoholic beverage made from agave, a plant typically found in hot and arid regions of the Americas and the Caribbean.
“Our new strategic partnership with Mezcal Amarás in the U.S. is key for Beam Suntory as we continue to premiumize our spirits portfolio and focus on the fast-growing agave-based spirits category,” Jessica Spence, president of North America at Beam Suntory, said in a statement.
To expand its reach and grow its portfolio, Beam Suntory has acquired premium ready-to-drink cocktail brand On The Rocks and debuted Twisted Tea Sweet Tea Whiskey and Sauza Agave Cocktails through its partnership with Boston Beer.
The partnership with Mezcal Amarás gives Beam Suntory a deeper presence in sustainability that could be a valuable attribute to attract and retain consumers who incorporate these factors into their purchasing decisions. Mezcal Amarás was founded in 2010 by a team of Mexican entrepreneurs who wanted to honor mezcal, while still preserving and benefiting the land.
“Beam Suntory shares our vision that companies should have a positive impact on the world around us, and we’re thrilled to be partnering with them to help introduce the superior quality of our mezcal portfolio to more consumers in the U.S.,” said Santiago Suarez Cordova, co-founder and CEO Mezcal Amarás.
Last September, Beam Suntory said it planned to invest more than $400 million to expand production at its Booker Noe distillery in Boston, Kentucky, where it makes Jim Beam. The expansion will increase the capacity of the distillery by 50% while cutting its greenhouse gas emissions in half through the use of anaerobic digestors that will produce renewable natural gas to power the facility.
Beam Suntory aims to reduce its greenhouse gas emissions by 50% by 2030 and go beyond net-zero carbon emissions across its entire value chain by 2040.
