Previously, Beam worked with four distributor partners, each of whom distributed specific brands in Mexico. The agreement with La Madrileña will “streamline Beam’s route-to-market”.
Bill Newlands, president North America for Beam said: “This performance-based agreement demonstrates our commitment to growth in Mexico. Bringing our portfolio under one roof in Mexico will help us get closer to customers and consumers, and provide more focus and resources to support our portfolio of brands.
“Stemming from its deep local heritage, La Madrileña has developed a solid foundation within the country, and their unique market knowledge gives us a distinct competitive edge.”