date:Dec 12, 2012
and also Beam.
Having more tequila in their portfolio would not hurt, the source said. Pernod sells small, high-end tequila brands, but like Diageo, does not own a mass-market brand.
Premium tequilas, which are high margin and high growth, are made entirely from the blue agave plant that grows in the Mexican state of Jalisco, while cheaper brands are mixed with spirit derived from sugar cane and other sources.
Diageo said it plans to return to the No. 1 maker of tequila in North America thro