In Trends

Pernod Ricard announces partnership with Ojo de Tigre Mezcal

Ojo de Tigre Mezcal

Pernod Ricard announced its collaboration with premium mezcal brand Ojo de Tigre, a traditional Mexican spirit.

SEE ALSO : Pernod Ricard becomes owner of Ultra-Premium dry gin brand Monkey 47

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 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.”

SEE ALSO : NBA and Titan announce partnership in the Philippines

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.”

Follow Retail in Asia on Facebook, Twitter and LinkedIn.

Get our top stories delivered to your inbox:

 

Stay ahead
Subscribe for free!
Register now
Stay ahead