June 17, 2021 | 3:28 pm
Constellation Brands, a leading spirits company, announced today that it has acquired a minority stake in Dos Hombres, an artisanal mezcal brand created by co-stars of Breaking Bad Aaron Paul y Bryan Cranston.
The investment was made through Constellation’s venture capital group, and Dos Hombres remains independently owned and will continue to manage, market and produce its mezcals.
“Our goal is to make strategic minority investments in high-potential brands in growing categories, and the mezcal market in the United States continues to show great potential. We are excited to continue investing in the category with a great team and a brand that we believe has a great track record of growth, ”said Jennifer Evans, Vice President of Constellation Ventures.
Terms of the deal were not disclosed.
The US mezcal market has grown rapidly in recent years and is expected to continue its strong growth trajectory. The overall U.S. mezcal category grew 14% in 2020 according to IWSR, and ultra-premium mezcal (priced above $ 30 a bottle) is projected to be the largest and fastest-growing segment within the category. .
“We couldn’t be more excited for the next chapter with Constellation and continue to build this brand,” commented Paul.
Cranston and Paul partnered to launch Dos Hombres in 2019, working with mezcal producers from the town of San Luis del Río, in Oaxaca.
Celebrity alcoholic beverage brands have proved quite lucrative for celebrities. According to CNBC, actor Ryan Reynolds’ Aviation Gin was sold to Diageo for $ 610 million, while reports claim that the same company paid George Clooney and his friend Rande Gerber $ 1 billion for their Casamigos tequila.
While last February, Moët Hennessy Louis Vuitton (LVMH) acquired a 50% stake on the Armand de Brignac brand of champagne, owned by rapper Jay-Z.