Pernod Ricard Forms Partnership with Ojo de Tigre Mezcal
The partnership with Ojo de Tigre, the fast-growing super premium mezcal, strengthens Pernod Ricard's position in the category and the brand's home market,
as it pursues active portfolio management under the 'Transform & Accelerate' strategic plan
Pernod Ricard proudly announces today its collaboration with super premium mezcal brand Ojo de Tigre, a traditional Mexican spirit. Ojo de Tigre is a small-batch, artisanal mezcal crafted according to ancient traditions. Only sustainable agave from the Tobala and Espadín plants are used, creating a smooth, sweet and herbal taste profile that can be savoured neat or in cocktails. Ojo de Tigre is available in both Joven and Reposado varieties and is presented in a unique and iconic bottle.
The premium plus mezcal category is enjoying strong growth, capturing fans among mixologists and consumers. Ojo de Tigre strengthens Pernod Ricard's presence in mezcal, following the Group's entry into the category in 2017 with a majority stake in Del Maguey Single Village Mezcal.
This collaboration is Pernod Ricard's latest in a series of successful partnerships with brands launched by passionate entrepreneurs. The Group is excited to include among them Moises Guindi, Co-founder of Ojo de Tigre and Co-founder & Chief Executive Officer of Casa Lumbre.
Moises Guindi stated, '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. We believe Ojo de Tigre is well suited to this task and Pernod Ricard is the perfect partner for this mission.'
For Alexandre Ricard, Chairman & Chief Executive Officer of Pernod Ricard, '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.'
On the same topic
Pernod Ricard ramps up its activity in the no-alcohol category by introducing BEEFEATER 0.0%
Pernod Ricard today announces a significant addition to its no-alcohol brand portfolio with the launch of Beefeater 0.0%.
Pernod Ricard to sell Becherovka iconic Czech Bitter to Maspex Group
Pernod Ricard signed today an agreement to sell the Becherovka brand and related assets (including the production and logistics facilities in Karlovy Vary) to Maspex Group. The closing of the transaction remains subject to customary conditions and is expected to occur before the end of June 2024.
Pernod Ricard Introduces The Chuan: China’s first prestige Malt Whisky
Emeishan, Dec 12th, 2023 - Pernod Ricard, today proudly introduces 叠川The Chuan Pure Malt Whisky. Leading the way in a new category, this first-ever product of The Chuan celebrates the vision of Pernod Ricard to create a prestige malt whisky made in China.
About pernod ricard
Pernod Ricard is a worldwide leader in the spirits and wine industry, blending traditional craftsmanship, state-of-the-art brand development, and global distribution technologies. Our prestigious portfolio of premium to luxury brands includes Absolut vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur and Mumm and Perrier-Jouët champagnes. Our mission is to ensure the long-term growth of our brands with full respect for people and the environment, while empowering our employees around the world to be ambassadors of our purposeful, inclusive and responsible culture of authentic conviviality. Pernod Ricard’s consolidated sales amounted to € 12,137 million in fiscal year FY23. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code:FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices