You are currently viewing the International Edition. You can also switch to the Hong Kong Edition.
Saturday 4 July 2015

Pernod takes control of Tequila Avión

11th July, 2014 by Gabriel Stone

Pernod Ricard USA has demonstrated its belief in the growth potential for high-end Tequila in this market by acquiring a majority stake in ultra-premium brand Avión.

Tequila AviónThe drinks group had already been involved with the brand as a minority stakeholder and distributor since the creation in 2011 of a joint venture with Ken Austin, founder and chairman of Tequila Avión, and Jenna Fagnan, president of Avión Spirits.

Based up in the Jalisco hills, Avión prides itself on an enhanced flavour created by slow-roasting its Blue Weber agave at low temperatures, before carrying out a “proprietary ultra-slow filtration process” which, the brand maintains, gives the product “an unusually smooth” profile.

In addition to this majority stake in Avión, Pernod Ricard also owns Olmeca Tequila.

In a statement confirming this latest deal, Pernod declared: “This transaction reflects Pernod Ricard’s confidence in Avión’s brand equity and growth potential, and the brand’s important role in Pernod Ricard’s growth ambitions in the United States, the largest market of the group.”

Commenting on the “excellent results” achieved by the joint venture to-date, Bryan Fry, CEO of Pernod Ricard USA, hailed the brand as having become ”a bartender and consumer favourite and today benefits from very strong brand equity and momentum.”

He added: “With our increase in ownership we are pleased to further strengthen this partnership to continue to build a successful brand in the years ahead.”

Meanwhile Austin described the project so far as “a dream come true story”, claiming: “While there is much work to be done, we are well on our way to become an iconic brand of the future.”

Looking ahead to the brand’s future development, he commented: “The Pernod Ricard people, their distributors and brokers, their route to market strategy and entrepreneurial spirit have been and will continue to be key drivers in taking Avión to the next level.”

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

If that's interesting, how about these?

Range of Victorian gins launched in UK

A range of gins celebrating the Victorian gin-making era has been launched in more...

Diageo 'shelves' £240m Chinese scheme

Swellfun, the Chinese subsidiary of drinks giant Diageo, has reportedly more...

Constellation to buy Meiomi for $315m

Constellation Brands is to buy Napa-based wine brand Meiomi for $315 million, more...

Flavoured styles lead drinks NPD

A new report from Nielsen shows that flavoured variants are dominating more...

Lidl hints at plans for online wine shop

UK supermarket Lidl has not ruled out launching an online wine shop, reporting more...

Hart Davis Hart biggest in US

Chicago-based wine auctioneer Hart Davis Hart is the market leader in the US in more...

Hatch Mansfield – Brand Manager

London, United Kingdom

Competitive salary

UK reviewing alcohol intake guidelines

Health officials are to review the government's drinking guidelines, as more...

Top 10 wines in the US press

A Texan Albariño, NY Riesling and Californian Syrah are among the wine tips more...

New operations chief for Absolut

Anna Schreil has been named as the new vice president of operations at Absolut more...

Global Wine Buyer

London, United Kingdom

Competitive

US wine brand hopes to ape craft beer success

A wine brand from California is hoping to ape craft beer’s success in the UK more...

Britain’s cocktail habits expose north south divide

A survey has revealed Brits' cocktail preferences depend on there they live, more...

Oregon producer takes international view

One of Oregon’s youngest wine estates has partnered with Jackson Family Wines more...

Supplier Relationship Manager

London, United Kingdom

UK market in growth as price increases slow

The latest figures from the Wine and Spirit Trade Association show that more...

Coors Light heads home

Sometimes, the route to excellence is a process of devolution rather than more...

Deadline looms for IWSC digital post

The International Wine & Spirit Competition has made a final call for more...

Warehouse Supervisor

London, United Kingdom

£27,000-£30,000 depending on experience

Red wine could help fight depression

A component found in the skins of red grapes could be used to treat depression more...

The week in pictures

Pub-friendly pooches, Kevin Spacey and a one-off tasting of Achaval Ferrer more...

UK customs seize 550,000 litres of alcohol

More than 550,000 litres of illegal beer, wine and spirits have been seized by more...

International Business Development Assistant

London, United Kingdom

To be determined, based on the profile and experience of the candidate

US Senate passes bill to boost spirits exports

The US senate has been applauded by members of the spirits trade for passing a more...

Diageo appoints North America president

Deirdre Mahlan, Diageo's chief financial officer, has been announced as the more...