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THE MERGERS AND ACQUISITIONS trend of 2O17 is continuing right into the New Year. The Pendleton Round-Up’s branded whisky from Hood River Distillers has been sold to Becle (the parent company of the Jose Cuervo) for $2O5 million. Pendleton is one of a growing number of brands under the Mexico-based company’s umbrella and will be overseen in the US by Becle subsidiary Proximo. Launched in 2OO3, Pendleton Whisky is the official spirit of the ProRodeo Cowboy Association and now sells the equivalent of 3 million liters per year. Besides being a ubiquitous presence at the rodeo, Pendleton Whisky also plays a prominent role as title sponsor of the Pendleton Whisky Music Fest.