Diageo has announced it will secure the marketing and distribution rights to tequila brand Jose Cuervo in Australia, officially effective April 1 2010.
Under the new agreement, Diageo Australia will manage the marketing and distribution of the Jose Cuervo portfolio brands including: Jose Cuervo spirits, Jose Cuervo Margarita Mix, Gran Centenario, and 1800 Tequilas. The agreement will not include Jose Cuervo’s current RTD brand Vivezo.
In the lead-up to the official start date, Diageo Australia has also reached an interim agreement to sell the core product Especial (700ml and 1L) from March 22 to help meet immediate customer supply requirements.
Diageo Australia marketing director John Green said: “The strength of our white spirits portfolio will be further bolstered by Jose Cuervo, and we will be investing behind the brand to drive growth.”
The distribution agreement of the Cuervo spirit portfolio in Australia will complement Diageo’s existing global joint venture with Don Julio tequila, which will also continue in Australia with no changes.