Manufacturing & Supply Chain

Pernod Ricard Takes Majority Stake in Tequila Brand

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Pernod Ricard Takes Majority Stake in Tequila Brand

Pernod Ricard Takes Majority Stake in Tequila Brand
July 15
11:34 2014
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Pernod Ricard has completed the acquisition of a significant majority stake in Avión Spirits, owner of the ultra-premium tequila brand Avión, from its joint-venture partner Tequila Avión. The 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.

It also illustrates the capacity of Pernod Ricard to seize targeted external growth opportunities in the super-premium+ segment in the United States as a complement to the group’s innovation strategy.

Bryan Fry, chief executive of Pernod Ricard USA, says: “Avión is an important brand in Pernod Ricard USA’s portfolio and we have great confidence in its future. With our increase in ownership we are pleased to further strengthen this partnership to continue to build a successful brand in the years ahead.”

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