B-F ENDS J-V, GAINS TEQUILA
Brown-Forman has announced plans to end its j-v with the Orendain family and to assume full ownership of Don Eduardo super-premium tequila. As a part of the agreement, the Orendain family will repurchase all other Orendain trademarks that were once part of the j-v. Terms were not disclosed.
A little background: When the original j-v was launched in 1999, B-F and the Orendain family agreed to share ownership of Tequila Orendain de Jalisco and BFC Tequila Limited. Tequila Orendain de Jalisco produced the tequila and held the trademarks in Mexico, whle BFC Tequila Limited held the trademarks for all markets.
After B-F closed the Casa Herradura transaction earlier this year, the company decided to dissolve the j-v.
"Termination of the joint ventures with the Orendain Family was a natural step for both parties, given our purchase of Casa Herradura," said B-F president and chief Paul Varga.
“We believe Don Eduardo, which is still early in its development stage, has excellent potential to continue growing in the expanding super premium tequila category.”
A little background: When the original j-v was launched in 1999, B-F and the Orendain family agreed to share ownership of Tequila Orendain de Jalisco and BFC Tequila Limited. Tequila Orendain de Jalisco produced the tequila and held the trademarks in Mexico, whle BFC Tequila Limited held the trademarks for all markets.
After B-F closed the Casa Herradura transaction earlier this year, the company decided to dissolve the j-v.
"Termination of the joint ventures with the Orendain Family was a natural step for both parties, given our purchase of Casa Herradura," said B-F president and chief Paul Varga.
“We believe Don Eduardo, which is still early in its development stage, has excellent potential to continue growing in the expanding super premium tequila category.”
posted at 4:12 PM
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