Mexico: Beam teams up with La Madrileña

18 November, 2011

US: Mexico-based La Madrileña is to distribute Beam’s entire portfolio in Mexico. As part of the performance-based agreement, effective on January 1, 2012, La Madrileña will be the exclusive distributor of Beam’s brands, including Jim Beam bourbon, Sauza tequila, Courvoisier cognac and Cruzan rum.

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.”





Comment

Philip Duff

Make safety sexy

It was the Worshipful Company of Distillers’ annual dinner at the Lord Mayor of London’s residence Mansion House a few weeks ago, and as a junior member of the Gin Guild I was permitted to attend, provided I promised not to pinch any silverware and did a little light sweeping afterwards.

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