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Diageo Goes All In On Coffee Liqueur With Mr Black

(Image Source: Mr Black) 

The highly popular (and wildly aromatic) Mr Black coffee liqueur was the fastest growing brand in the coffee liqueur by volume from 2017 to 2021, having gained leading validation when drinks giant Diageo acquired a minority stake in the brand in 2015 through its accelerator programme Distill Venture.

Now, off the back of sizzling growth, Diageo is going all in on an acquisition of the Australian cold brew coffee liqueur brand for an undisclosed sum. The brand, launched in 2013 by designer Tom Baker and distiller Philip Moore, is currently available in 22 countries, including Australia, UK and the US, its biggest market.


Q&A with Tom Baker, Founder of Mr Black Spirits - AusBiz

Tom Baker, designer and founder of Mr Black coffee liqueur. (Image Source: Aus Biz Media)


“Coffee is more than just a drink – it’s a culture, ritual, obsession, aesthetic, experience, tradition and a community,

We created Mr Black to embody that culture and inspire people to take their love of coffee into their evening drinks.

Diageo understood our vision early on and now, after several years with them as a supporter, we are thrilled to be joining the Diageo family.”

- Tom Baker, designer and founder of Mr Black


Earlier in the year, Mr Black collaborated with another Aussie favorite Bundaberg, to create a rum barrel rested coffee liqueur. (Image Source: Mr Black)


Mr Black makes its premium coffee-based liqueur at a coffee roastery near Sydney using modern coffee brewing techniques, and was created to tap into the consumer demand for premium coffee cocktails such as the Espresso Martini and Coffee Old Fashioned, with core products including the Cold Brew liqueur and Coffee Amaro.

The brand has stated that founder Tom Baker will continue to remain actively involved with the brand and work with Diageo to continue building Mr Black.