Diageo le coquetea a José Cuervo

Diageo le coquetea a José Cuervo

Diageo sería el comprador más probable entre los cuatro interesados en adquirir José Cuervo, el tequila de mayor venta del mundo, si la familia Beckmann se decide a vender la marca valorada por analistas en 2,000 millones de dólares.

La reservada familia Beckmann parece estar considerando la venta, dijeron los analistas, a sabiendas que una posible división de Fortune Brands podría poner al tequila Sauza en oferta.

Diageo, el grupo más grande de bebidas alcohólicas, sería el principal candidato para adquirir Cuervo, debido a los derechos de distribución que posee y su sólido balance. El presidente ejecutivo, Paul Walsh, ha dicho en el pasado que estaría interesado en comprar al precio correcto.

José Cuervo controla alrededor de 29% del mercado mundial de tequila de 2,800 millones de dólares y vende cerca de 4.5 millones de cajas de 12 botellas al año.

Un 60% de las ventas se realizan en el mercado de Estados Unidos, donde tiene más del doble del tamaño de sus competidores más cercanos.

Diageo, cuyas marcas incluyen el vodka Smirnoff y el whisky Johnnie Walker, distribuye José Cuervo fuera de México en un contrato a largo plazo que vence en junio del 2013.

"Quisiéramos que Diageo comprara el tequila de Cuervo (...) El acuerdo actual significa márgenes más bajos y por ende creemos que generaría mas negocio para Cuervo si fuese propietario del negocio", dijo el analista Pablo Zuanic en Liberum Capital.

Zuanic calcula que si los niveles de las ventas a puerta de fábrica son de alrededor de 650 millones de dólares entonces el precio debería ser alrededor tres veces las ventas y alrededor de 10 veces las ganancias antes de interés, depreciación y amortización (EBITDA), que se compara con los 9.9 veces que Diageo pagó por la firma turca de bebidas Mey Icki.

QUIÉN QUIERE UN TEQUILA

Ninguno de los otros cuatro principales fabricantes de tequila es visto como probable comprador de Cuervo.

Pierre Pringuet, presidente ejecutivo de Pernod Ricard, ha descartado importantes adquisiciones en el corto plazo, centrándose en la reducción de la deuda tras la compra de Vin and Spirit, fabricante del vodka Absolut, en 5,700 millones de euros.

Bacardi, de manos privadas, ya posee una participación minoritaria en Patron, la tercera mayor marca de tequila del mundo, mientras que Brown-Forman, la cuarta mayor compañía de bebidas espirituosas, posee las marcas de tequila Herradura y El Jimador.

Fortune está virtualmente descartada por su participación en Sauza.

"Diageo parece ser el postulante más favorecido. Cuervo fortalecería la plataforma de distribución de Diageo para México, que es un mercado de rápido crecimiento para sus marcas de whisky", dijo Trevor Stirling de Bernstein Research.

RDS

Is America becoming a Hispanic country? - CNN.com

Powered by    * Please note, the sender's email address has not been verified.       You have received the following link from joseangelarana@gmail.com:             Click the following to access the sent link:       Is America becoming a Hispanic country? - CNN.com*                 Get your EMAIL THIS Browser Button and use it to email content from any Web site. Click here for more information.   *This article can also be accessed if you copy and paste the entire address below into your web browser. http://edition.cnn.com/2011/OPINION/03/18/navarrette.hispanic.census/index.html?hpt=T2

Good Day,

I am Mr. Vincent Cheng Hoi Chuen, GBS, JP Chairman of the Hong Kong and
Shanghai Banking Corporation Limited.i have a business proposal of
Twenty Two million Five Hundred Thousand United State Dollars only for you to

transact with me from my bank to your country.

All confirmable documents to back up the claims will be made available to
you prior to your acceptance and as soon as I receive your return mail Via
my email address:choi_chu707@yahoo.co.jp and I will let you know what is
required of you.

Your earliest response to this letter will be appreciated.

Best Regards,
Mr. Vincent Cheng

Good Day,

I am Mr. Vincent Cheng Hoi Chuen, GBS, JP Chairman of the Hong Kong
and Shanghai Banking Corporation Limited.i have a business proposal of
Twenty Two million Five Hundred Thousand United State Dollars only for
you to transact with me from my bank to your country.

All confirmable documents to back up the claims will be made available
to you prior to your acceptance and as soon as I receive your return
mail Via my email address:choi_chu05@yahoo.co.jp and I will let you
know what is required of you.

Your earliest response to this letter will be appreciated.

Best Regards,
Mr. Vincent Cheng

Good Day,

I am Mr. Vincent Cheng Hoi Chuen, GBS, JP Chairman of the Hong Kong
and Shanghai Banking Corporation Limited.i have a business proposal of
Twenty Two million Five Hundred Thousand United State Dollars only for
you to transact with me from my bank to your country.

All confirmable documents to back up the claims will be made available
to you prior to your acceptance and as soon as I receive your return
mail Via my email address:choi_chu05@yahoo.co.jp and I will let you
know what is required of you.

Your earliest response to this letter will be appreciated.

Best Regards,
Mr. Vincent Cheng

Re:

My name is Mr.Young Chang,Credit officer MEVAS BANK,HK.I have a Business
Proposal of $19.7 million usd for you to handle with me.Are you interested?

----------------------------------------------------------------
This message was sent using IMP, the Internet Messaging Program.

How do you say "Success" in Spanish?

What it takes to succeed in Hispanic Marketing today

The general market is dead... welcome the New America! – The general market has disappeared. In its place are multiple sub-Americas that coexist, nurture and benefit from each other. It's now perfectly right (not to mention delicious) to eat teriyaki chicken wrapped in a flour tortilla. Don't be trapped and limited by stereotypes. Expand your perceptions, be more creative and pan-cultural in your thinking… and grow your business.

Today's Latina is savvier than you may think she is – Research shows that there are now millions of Latinas in the U.S. working in professional, white collar, managerial and business owner/proprietor positions. They have a high usage of the internet, cell phones, iPods, social media, etc. Modern Latinas outnumber those in stay-at-home, blue collar or service jobs and represent prime targets for marketers smart enough to pursue them.

Warm up your brand to the Hispanic market – The United States remains the land of opportunity for millions of foreign-born. Hard-working, ambitious people from around the world who risked leaving what they know to build better lives here. Insightful marketers will recognize that they're selling much more than physical merchandise and services to these people. They're also offering hope, building dreams, providing personal validation… and facilitating a better tomorrow.

It's not only about Español – 56% of Hispanics are either English dominant or perfectly bilingual. Yet, English advertising is 77% less persuasive to Hispanics. Whether you communicate in Spanish or English, marketers need to hone in on the cultural nuances to create that desired connection where Hispanic consumers feel "they really get me."

Anita Santiago Advertising