Pernod Ricard has announced that it has formed a partnership with premium mezcal brand Ojo de Tigre as part of its ’Transform & Accelerate’ plan.
The move will help the spirits giant to strengthen its position in mezcal, a traditional Mexican spirit.
In 2017, the company entered the category with the acquisition of a majority stake in Del Maguey Single Village Mezcal.
'Strong Appeal'
Chairman and chief executive officer of Pernod Ricard, Alexandre Ricard, said, “Ojo de Tigre’s authentic origins, mindful production, and inviting taste contribute to its strong appeal among consumers.
“We look forward to a successful collaboration toward the brand’s future development.”
Ojo de Tigre, available in Joven and Reposado variants, is a small-batch, artisanal mezcal crafted according to ancient traditions, Pernod Ricard added.
It is made of sustainable agave from the Tobala and Espadín plants and is characterised by a smooth, sweet and herbal taste profile.
The premium plus mezcal category is gaining popularity among mixologists and consumers and witnessing strong growth.
'The Next Stage'
Co-founder of Ojo de Tigre, Moises Guindi described Pernod Ricard as the “perfect partner” and added, “We believe the next stage of our beloved category is one that actively invites more drinkers and expands the occasions and uses for mezcal.
“This expansion will recruit the next generation of drinkers and guide more mezcal lovers through the category and into our super-premium brands.”
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
