The largest alcoholic beverage company in the world, Diageo, is making major moves in Mexico.
The British company has signed a deal with the Mezcal Union, one of 200 mezcal companies in the country. The agreement means that the company is now the official distributor of the brand in Mexico. Diageo has plans to expand the brand into international markets, where it would have 15 times the earning potential.
Diageo has also moved its Smirnoff bottling operation from the United States to Atononilco, Jalisco. Erik Seiersen, the director of Diageo in Mexico, said the town was now being seen as “an exportation center” for the rest of the world.