Brown-Forman Corp. has acquired the assets of the Mexican tequila company Grupo Industrial Herradura SA de CV for a reported $876 million.(INDUSTRY NEWS)

StateWays, November, 2006

Brown-Forman Corp. has acquired the assets of the Mexican tequila company Grupo Industrial Herradura SA de CV for a reported $876 million. This includes Herradura (about $40 retail) and El Jimador ($20) tequilas, as well as the New Mix tequila-based ready-to-drink brand not distributed in the U.S.

Brown-Forman currently markets two tequila brands in the U.S.--Pepe Lopez, a mid-priced brand ($15), and Don Eduardo, a superpremium brand ($35). Other assets included in the sale are tequila production facilities and a sales and distribution organization in Mexico.