Pernod Ricard has announced it is collaborating with super premium brand Ojo de Tigre as it expands its presence in the growing mezcal market.
Ojo de Tigre – which means “tiger’s eye” – 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 sipped neat or in cocktails. Ojo de Tigre is available in both Joven and Reposado varieties and is presented in a unique and iconic bottle.
Pernod Ricard did not confirm whether the partnership included the purchase of a minority or majority stake in the brand.
The drinks group entered the category in 2017 with a majority stake in Del Maguey Single Village Mezcal.
The premium plus mezcal category is enjoying strong growth in the US, where consumption of the spirit grew by 40% in 2019, according to IWSR Drinks Market Analysis, compared to 9.3% for tequila.
Moises Guindi, Co-founder of Ojo de Tigre said: “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.”
Alexandre Ricard, Chairman & Chief Executive Officer 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.”