A new partnership with spirits and wine company Brown-Forman will bring classic liquors like Jack Daniels, Herradura and Chambord to the Drinkworks pod system in 2020, furthering at-home cocktail personalization.
Diageo’s recent announcement of a record $1bn deal to takeover Casamigos, the fastest growing super-premium tequila brand in the US (and co-founded by George Clooney), is just the latest indicator of intensified M&A activity in the liquor segment.
Brown-Forman may have suffered a 3% loss in net sales, declining to $830m in Q2, but the CEO Paul Varga said the decline was to be expected after the company sold its Southern Comfort and Tuaca brands to Sazerac for $543.5m earlier this year.
International drinks supplier Brown-Forman embarks on new
opportunities in the increasingly affluent Indian society,
targeting the beverages market with the launch of its fruit
flavoured Finlandia brand of 'luxury' vodka.