Diageo acquires Australian cold brew coffee liqueur, Mr Black
Mr Black was launched in 2013 by designer Tom Baker and distiller Philip Moore, with the vision of bringing the global coffee culture to the world of spirits and cocktails. Diageo acquired a minority stake in the company in 2015 via Distill Ventures, the Diageo-backed accelerator.
Mr Black has grown to become the leading premium-priced coffee liqueur in the US, applying modern coffee brewing techniques and quality sourcing to reinvigorate coffee cocktail culture and consumers’ desire for premium coffee cocktails, such as the espresso martini and coffee old fashioned.
Over the last five years, Mr Black has been the fastest growing brand in the global coffee liqueur category. The brand ‘appeals to craft cocktail lovers and consumers seeking delicious tasting cocktails in bars and restaurants, and for indulgent, at-home occasions’. Mr Black sources and roasts coffee to its own bespoke specification, creating the premium liqueur with a delicious and rich coffee taste.
Co-founder, Tom Baker, will remain actively involved with the brand following the acquisition.
Claudia Schubert, President, US Spirits and Canada, Diageo said: “With its award-winning liquid, eye-catching design and packaging, and ability to thrive in culture, we believe Mr Black is just getting started in the dynamic coffee liqueur segment. This acquisition is in line with our strategy to acquire high growth brands in exciting categories, and we are delighted to welcome Mr Black into our portfolio.”
Mr Black is currently available in 22 countries including Australia, the UK and the US – the latter being its largest market.