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Your email address will not be published.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 *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Experienced Administrator

The Drinks Business
Central London, UK

Sales Executive (London – Craft Spirits)

Bimber Distillery
London, UK

2 x Buying Assistants

Berry Bros. & Rudd
Battersea and Basingstoke, UK

Temporary Christmas Sales Support - Wines & Spirits

Harrods
Knighsbridge, London, UK

Head of Wholesale

Hispamerchants Ltd
London, UK

Sales Manager

Hispamerchants Ltd
London, UK

National Sales Manager

Maverick Drinks
Field based, UK

Regional Sales Executive

EWGA
Gloucestershire, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Green Awards 2017

Deadline : 25th October 2017

The Global Riesling Masters 2017

Deadline : 30th October 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more