By Sacha Delfosse
Think Spirits has confirmed that as of July 1 it will be taking over the local distribution of the Jose Cuervo tequila portfolio.
As reported in TheShout last month, Think Spirits has signed a distribution agreement with Jose Cuervo owner, Casa Cuervo S.A. de C.V., following Diageo’s decision not to acquire the tequila brand late last year.
Jose Cuervo Group’s regional director – Asia Pacific, Ian Strachan, said the decision to go with Think Spirits was based on the impressive performance it has achieved with some of the company’s other brands – 1800, Gran Centenario and Kraken Spiced Rum.
“This is a fantastic result for us and we are absolutely delighted to be distributing the full Jose Cuervo range on behalf of the Casa Cuervo Group. We understand Jose Cuervo International’s brand building philosophy and look forward to building on the good work Diageo has put in place during its tenure,” said Think Spirits managing director, Patrick Borg.
“Jose Cuervo brands have the authenticity and rich heritage that many other tequilas envy. Their addition to our portfolio underlines our policy of representing products that are regarded as being among the best in category by the most important judges – the bartenders.”
Think Spirits said it will be implementing a national integrated marketing campaign for the Jose Cuervo brands supported by its Think Rewards program.