The French group said today that its “partnership” over Ojo de Tigre, which means ‘tiger’s eye’ in Spanish, involves an unspecified investment in the brand. A spokesperson declined to provide details of the terms of the arrangement when contacted by just-drinks.
The Ojo de Tigre range comprises Joven and Reposado expressions, each of which has an abv of 37%. The company described the brand as a small-batch “super-premium” mezcal, produced using agave from the Tobala and Espadín plants.
In the US, a 75cl bottle of Joven has an RRP of US$29.99, with the Reposado retailing at $32.99.
“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 Casa Lumbre CEO, and co-founder of Ojo de Tigre, Moises Guindi. “This expansion will recruit the next generation of drinkers and guide more mezcal lovers through the category and into our super-premium brands.”
Pernod CEO Alex 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.”
The collaboration comes after Pernod made its initial move into mezcal three years ago, buying a majority stake in Del Maguey Single Village Mezcal.
Last year, Campari Group bought a 51% stake in Casa Montelobos. The move marked Campari’s entry into the mezcal category.
Source: Justdrinks
