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.'
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About pernod ricard
Pernod Ricard is the No.2 worldwide producer of wines and spirits with consolidated sales amounting to €10,701 million in fiscal year FY22. The Group, which owns 17 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive portfolios in the industry with over 240 premium brands distributed across more than 160 markets. Pernod Ricard’s portfolio 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 or Mumm and Perrier-Jouët champagnes. The Group’s mission is to unlock the magic of human connections by bringing “Good Times from a Good Place”, in line with its Sustainability and Responsibility roadmap. Pernod Ricard’s decentralised organisation empowers its 19,480 employees to be on-the-ground ambassadors of its purposeful and inclusive culture of conviviality, bringing people together in meaningful, sustainable and responsible ways to create value over the long term. Executing its strategic plan, Transform & Accelerate, Pernod Ricard now relies on its “Conviviality Platform”, a new growth model based on data and artificial intelligence to meet the ever-changing demand of consumers. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code:FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.