The Pernod Ricard team were in London today (February 18) to flesh on the bones for their half year interim results which were announced last week.
The move sees the Jamaica-based group part company with Casa Cuervo, which held distribution rights for the rum range in Mexico for over 20 years.
Paul Henriques, managing director of J Wray & Nephew, said: “Brown-Forman is an industry leader in Mexico and Appleton Jamaica Rum is an excellent fit for their portfolio.
“Appleton has been well established in Mexico for many years and we are confident that together we will continue to build on this strong foundation and take it to great heights.”
Randy McCann, general director of Brown-Forman – which also counts Jack Daniel’s, Southern Comfort and Finlandia Vodka among its portfolio - said: “It is the rum that offers the highest quality in the market, in addition to being a leading brand.
“We feel that it is an excellent fit in our portfolio, adding another dimension to our spirits presence in the Mexican market. This will serve to strengthen both of our companies in the market.”