Pernod Ricard completes mezcal acquisition

Pernod Ricard US has completed its acquisition of single village mezcal brand Del Maguey – marking its first foray into the growing mezcal market.

The French drinks producer announced the deal in June of this year, with the company taking a majority share in Del Maguey Single Village Mezcal for an undisclosed sum.

Mezcal is an agave-based spirit produced outside of Jalisco in Mexico, and can therefore not be called Tequila. Typically, mezcal, while similar to Tequila, tends to have a smokier flavour profile.

Founded in 1995 by artist and “mezcal visionary” Ron Cooper, Del Maguey Single Village Mezcal is known for its artisanal mezcal, with each of the nine spirits in the range made from agave grown around a particular village in the Oaxaca region of Mexico.

The management team of Del Maguey – including Cooper, Michael Gardner and Steve Olsen – as well as its other teams and operations, will all remain in place.

Global mescal sales rose to US$80 million in 2015 according to International Wine & Spirits Research. Volumes in the US jumped 279% between 2005 and 2015.

The deal has been agreed by Pernod Ricard through Pernod Ricard USA’s New Brand Ventures division, which was formed in 2016 with the purpose of serving as an “incubation” division that the company said would “redefine how future growth brands are built”.

Leave a Reply

Your email address will not be published.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

Subscribe to our newsletters

Trade Marketing Manager

Boisset La Famille des Grands Vins
London, UK

Senior Export Sales Manager (Beer)

Protege International Group Cyprus Ltd
London, UK

Accountant

Lanka Premium Beverages
Colombo, Sri Lanka

Marketing Executive

IWSC & Club Oenologique
London, UK

Sales Manager

Alliance Wine
Glasgow, UK

Sales Specialist

Spiritrade
London, UK

Sales and Business Development Manager (Spirits)

Protege International Group Cyprus Ltd
London, UK

Business Developer Europe

Vivino
Copenhagen, Denmark or Haarlem, Netherlands

Wine Sales Administration & Customer Service Assistant

Waddesdon Wine
Waddesdon, Aylesbury, UK

On Trade Sales Manager

Sekforde Drinks Ltd
London

OenoTrade Portfolio Tasting 2020

London,United Kingdom
26th Feb 2020

Wines of Portugal Annual Tasting 2020

London,United Kingdom
27th Feb 2020
Click to view more