Alert, Diageo Acquires Ultra-Premium Mezcal Brand

Diageo has acquired ultra-premium mezcal brand Pierde Almas. Pierde Almas was founded in 2008 by Jonathan Barbieri with a strong sense of social, cultural and environmental responsibility. Diageo says it will maintain Pierde Almas' "artisan and handcrafted production processes," and respect its commitments to "sustainability, local communities and the families that produce it," per company statement. Jonathan will stay on with Diageo as brand ambassador and master distiller for the brand."We are confident that this acquisition will have a positive