Pernod Ricard has announced a new partnership with Ojo De Tigre Mezcal, a fast-growing super premium Mezcal brand.
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.
The premium plus Mezcal category is growing rapidly, quickly gaining market share, and making fans out of mixologists and consumers across the globe. In the U.S., consumption of the agave-based spirit grew by 40% in 2019, according to IWSR Drinks Market Analysis, compared to 9.3% for Tequila. With their new partnership, Pernod Ricard strengthens their positions in the growing Mezcal market. Back in 2017, the group entered the scene with a majority stake in Del Maguey Single Village Mezcal.
Pernod Ricard has made been on somewhat of a role recently as they’ve launched successful partnerships with brands run by passionate CEOs, and the French spirits giant hoping for similar results with 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.”
Alexandre Ricard, Chairman & Chief Executive Officer of Pernod Ricard, said, “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.”
Ojo de Tigre parent company Casa Lumbre, also created Ancho Reyes liqueur, Montelobos mezcal, Mexican whisky Abasolo and Nixta corn liqueur.