French alcoholic beverage firm Pernod Ricard has expanded its presence in the mezcal category by collaborating with mezcal brand Ojo de Tigre, a traditional Mexican spirit.

Ojo de Tigre is artisanal mescal allegedly crafted according to ancient traditions.

The brand’s co-founder Moises Guindi said: “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. We believe Ojo de Tigre is well suited to this task and Pernod Ricard is the perfect partner for this mission.”

The product is available in both Joven and Reposado varieties crafted sustainable agave from the Tobala and Espadín plants.

Pernod Ricard chairman and CEO Alexandre Ricard said: “Ojo de Tigre’s authentic origins, mindful production and inviting taste contribute to its strong appeal among consumers. We look forward to a successful collaboration toward the brand’s future development.”

In August 2017, Pernod Ricard has completed a majority stake acquisition in Del Maguey Single Village Mezcal through its subsidiary Pernod Ricard USA’s new brand ventures division.

Founded in 1995 by artist and entrepreneur Ron Cooper, Del Maguey Single Village Mezcal offers a wide range of artisanal, hand-crafted mescals from the Oaxaca region of Mexico.