Alert, Diageo Acquires Ultra-Premium Mezcal Brand

FILED MAY 2, 2018

Diageo has acquired ultra-premium mezcal brand Pierde Almas. Pierde Almas was founded in 2008 by Jonathan Barbieri with a strong sense of social, cultural and environmental responsibility.

Diageo says it will maintain Pierde Almas' "artisan and handcrafted production processes," and respect its commitments to "sustainability, local communities and the families that produce it," per company statement. Jonathan will stay on with Diageo as brand ambassador and master distiller for the brand.

"We are confident that this acquisition will have a positive impact on the brand and the category as a whole. It represents not only a growth opportunity for Pierde Almas, but a chance for us to unleash the full potential of our social, cultural and environmental commitment," says Jonathan.


Diageo has also announced a few executive changes for its North American business today. Ed Pilkington, currently cmo for Diageo Europe, has been appointed chief marketing and innovation officer for Diageo North America, taking over the role from James Thompson, who is leaving the company. Ed has been with Diageo for 24 years, having previously led the marketing and innovation business in Australia, Latin America and the Caribbean.

In addition, Claudia Schubert, currently general manager of Diageo Continental Europe and Russia, is coming back to US as president of U.S. Spirits & Canada. She is taking over for Tom Looney, who is retiring from the company.

Both Ed and Claudia will transition to the US over the summer. James will remain on board through July, and Tom will stay on through September.

Until tomorrow,
Your Editors

Emily Pennington -
Sarah Barrett -

"It's never the changes we want that change everything." -- Junot Diaz

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