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Diageo Announces End to Discussions on the Future of Cuervo

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Diageo Announces End to Discussions on the Future of Cuervo

Diageo Announces End to Discussions on the Future of Cuervo
December 13
12:10 2012

Diageo has announced that its discussions with JB y Compania SA de CV and Lanceros S. de CV, relating to the future of the Cuervo brand have ended. Both parties will now work to ensure the orderly termination of the current distribution agreement, including transitional arrangements, at the end of June 2013.

Paul Walsh (pictured), chief executive of Diageo, says: “Diageo has had a long and successful relationship with the Cuervo brand and we are proud of what we have achieved for the brand as its distributor over many years. We believe that the future of the brand would be best delivered by aligning ownership of the brand with its route to market and I have no doubt that Diageo has the best route to market for this brand. However it has not been possible to agree a transaction which delivers value for Diageo’s shareholders and therefore, by mutual agreement, we have terminated our discussions.”

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