Back in July we reported on Diageo's intention to gain back its leading position, with regard to profit, in the tequila category. Larry Schwartz, president of Diageo North America, made mention of perhaps purchasing other brands to achieve this goal, and that their targets would most likely be premium tequilas made 100 percent from agave plants rather than a "mixto" tequila.
Drinks International is now reporting that Diageo have attempted to do a deal with the Los Altos-based Centinela Tequila as well as also showing an interest in the Don Roberto distillery, owned by the Orendaine family and based in town of Tequila, as a production site for the creation of a new tequila brand. The distillery is currently operating well under its production capacity, estimated to be in the region of 5 million cases annually.
Diageo is still yet to respond to these claims.
Source: Drinks International