02 Apr Foley Family Wines Appointed as Exclusive Agent to Import and Sell El Mexicano Tequila Portfolio
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by Ron Marcelle
Santa Rosa, Calif., April 2, 2024 – Foley Family Wines (FFW), the Sonoma County-based family-owned wine and spirits company, has announced an agency partnership with the third-generation family-owned and operated tequila producer Tequilas El Mexicano as part of its ongoing expansion in the spirits business.
FFW has been appointed as the sole and exclusive agent to import and sell El Mexicano Tequila in the US and globally outside Mexico. El Mexicano is owned and produced by the Bañuelos family and will be distributed by the FFW distributor network.
In addition to the El Mexicano Tequila portfolio, the Bañuelos family will develop a bespoke luxury brand for FFW. The current expressions in the El Mexicano portfolio include Blanco (SRP $40), Blanco 45 (SRP $55), Reposado (SRP $45), Añejo (SRP $100), and Extra Añejo (SRP $225).
In 1973, Don Félix Bañuelos and his son León partnered with family friends and created the Cazadores brand in Arandas, Jalisco. By 1998, it was the number one 100% Agave tequila, producing over 40,000 liters daily, and selling 1.3 million cases per year by 1999. In 2002, Bacardi acquired the brand and the distillery.
León Bañuelos and his family produce EL Mexicano at Hacienda de Bañuelos, their distillery and hacienda in the Jalisco Highlands. El Mexicano is made with 100% Blue Weber agave grown to full maturity. All El Mexicano expressions are 100% additive-free.
“El Mexicano is a high-quality hidden gem from one of the most respected tequila families in Mexico, and the partnership is an exciting step as we grow our global spirits portfolio,” said Shawn Schiffer, FFW President. “This was the right move for us as the popularity of the tequila category is fueling overall growth in spirits and resonates with key consumer demographics.”
Tequila has grown significantly over the past five years, becoming the number two 750ml spirit in the total spirit category by dollar volume. Since 2019, tequila has grown an average of 13% per year, led by brands $25 and above. Of Luxury spirits, the $25 – $50 Tequila segment is experiencing the most significant revenue growth of any price segment.*
"For me and my sons, our goal with El Mexicano is to produce a tequila that my father and our founder, Don Félix, would be proud of," noted León Bañuelos. "Partnering with the Foley family who shares our values and multi-generational commitment to quality will further honor his legacy."
For images of El Mexicano, visit the FFW media image site: https://ffws.com/media/images/
About Foley Family Wines
Established by Bill Foley in 1996, Foley Family Wines (FFW) is a portfolio of highly acclaimed wines and spirits from some of the world’s greatest estates. The company owns more than 24 wineries and a distillery, each with its distinct style, legacy, and approach to hospitality. FFW has expanded its portfolio significantly since its founding, now including such storied brands as Chalk Hill Estate Winery, Sebastiani, Roth, Banshee, Ferrari-Carano, Chateau St. Jean and Lancaster in Sonoma; Merus, Silverado and Foley Johnson in Napa Valley; Lincourt, Firestone, and Foley Estates in Southern California; Chalone Vineyard in Monterey County; Four Graces and Acrobat in Oregon; and Three Rivers in Washington. In 2023, the company began operating Minden Mill Distilling in Nevada and relaunched Charles Goodnight Texas Straight Bourbon Whiskey. FFW’s import portfolio includes Lucien Albrecht in France, Nieto Senetiner in Argentina, and 14 wine brands and Lighthouse Gin, spanning three of New Zealand’s most acclaimed winegrowing regions: Marlborough, Central Otago, and Martinborough.
Media Contact
Nora Feeley
200 Concourse Blvd, Santa Rosa, CA, 95403
nfeeley@foleyfamilywines.com
