Bloomberg News --
Diageo Plc (DGE) and Tequila Cuervo La Rojeña SA are in late-stage talks to swap liquor brands in a deal that would give London-based spirits giant Diageo the 50 percent of Don Julio tequila it doesn’t already own, said a person familiar with the matter. As part of the deal, Cuervo, owner of the Jose Cuervo brand of tequila, would get the Bushmills Irish whiskey brand.
Diageo Plc (DGE) and Tequila Cuervo La Rojeña SA are in late-stage talks to swap liquor brands in a deal that would give London-based spirits giant Diageo the 50 percent of Don Julio tequila it doesn’t already own, said a person familiar with the matter. As part of the deal, Cuervo, owner of the Jose Cuervo brand of tequila, would get the Bushmills Irish whiskey brand.