MEXICO– Wines and Spirits giant, Pernod Ricard, has announced its collaboration with super premium mezcal brand Ojo de Tigre, a traditional Mexican spirit, in an effort to strengthen its position in the mezcal category.
The collaboration is Pernod Ricard’s latest in a series of partnerships with brands launched by entrepreneurs and is in line with its ‘Transform and Accelerate’ strategic plan.
Owned by parent company Casa Lumbre, 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 deal comes three years after the company first bought into the mezcal category with the acquisition of a majority stake in Del Maguey.
The French spirits company has not disclosed the extent of its investment but stated that the partnership would enable it to capitalise on the growing mezcal category, in addition to strengthening its presence in the brand’s Mexican market.
“We believe the next stage of our beloved category is one that actively invites more drinkers and expands the occasions and uses for mezcal,” said Moises Guindi, co-founder of Ojo de Tigre and co-founder and CEO of Casa Lumbre.
“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.”
Alexandre Ricard, chairman and CEO of Pernod Ricard, added: “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.”
Pernod Ricard is a worldwide producer of wines and spirits with consolidated sales of U$9 million in FY19. Created in 1975 by the merger of Ricard and Pernod, the Group has developed through organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008).
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