Lucas Bols to purchase ultra-premium brand Tequila Partida

Lucas Bols has announced its intention to acquire the ultra-premium Tequila Partida brand from the Shansby Trust and Edrington USA. 

According to a company statement, Tequila Partida is the “world’s highest-rated ultra-premium tequila brand,” sold predominantly in the US and Mexico. 

The acquisition will help to strengthen Lucas Bols’ tequila portfolio, and includes Partida’s La Familia and Roble Fino product ranges.

Huub van Doorne, CEO Lucas Bols, commented: “We are delighted to welcome the Tequila Partida brand to our portfolio. Personally, I am very excited to work with a tequila brand again, the spirits category I know well from the time I worked in Mexico. We look forward to the opportunity to further build this fantastic brand.

“Complementing our portfolio with the ultra-premium Tequila Partida brand provides Lucas Bols with the opportunity to tap into one of the hottest segments in spirits. We see ample opportunities to grow this brand, not only in its home markets the United States and Mexico, but also in select other markets around the world. We have a strong track record of successfully adding brands to our platform and growing them from there, as evidenced by Passoã, Nuvo and Pallini.”

He continued: “With our strong distribution capabilities in the United States I am confident we can grow Tequila Partida beyond pre-Covid-19 levels. We are inspired by how Gary Shansby and his team set up the brand in 2005 and developed it from there, and we will continue their journey in the same spirit.”

Gary Shansby, founder of Tequila Partida, added: “I am delighted with this fantastic opportunity for Tequila Partida to reach its full potential under the stewardship of Lucas Bols. The strong US distribution network, especially in the on-trade, Lucas Bols’ excellent brand-building capabilities and the synergy with the unique Bols Cocktails brand will greatly contribute to the development of the Partida brand. I look forward to working together with the Lucas Bols team, who combine almost 450 years of heritage with a true entrepreneurial spirit.”

The acquisition is expected to close in the first quarter of 2022.