Pernod Ricard forms partnership with super-premium mezcal Ojo de Tigre

By Rachel Arthur contact

- Last updated on GMT

Like its sister category tequila, mezcal is enjoying increasing popularity. Pic: bhofack2
Like its sister category tequila, mezcal is enjoying increasing popularity. Pic: bhofack2

Related tags: Pernod ricard, mezcal, spirits, Premium

Pernod Ricard says its partnership with Ojo de Tigre strengthens its presence in the growing mezcal category.

Ojo de Tigre (meaning ‘eye of the tiger’) is a small-batch, artisanal mezcal  ‘crafted according to ancient traditions’.

The brand uses sustainable agave from the Tobala and Espadín plants, creating a spirit that can be consumed neat or in cocktails. Ojo de Tigre is available in both Joven and Reposado varieties.

“The premium plus mezcal category is enjoying strong growth, capturing fans among mixologists and consumers,”​ notes Pernod Ricard, which is the no 2 producer of wine and spirits in the world. “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.​” 

Moises Guindi, co-founder of Ojo de Tigre, said the partnership will help it grow the mezcal category. “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.”

Pernod Ricard’s other investments in the premium spirits category include its full acquisition of Black Forest gin Monkey 47​ in March this year; a ‘significant investment’ in Japanese gin KI NO BI Kyoto Dry Gin​ the same month; and the acquisition of super-premium Italian gin Malfy​ in 2019. It has not disclosed the financial details of its collaboration with Ojo de Tigre.

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