Tequila’s Smoky Cousin Gets Push From World’s Biggest Distillers
Pernod Ricard joins Diageo in the growing market for mezcal
With vodka sales slowing, companies see new opportunity
Jennifer Kaplan, Thomas Buckley and Andrea Navarro
A Mexican liquor is beginning to win over the hearts of U.S. consumers, and it’s not tequila.
Pernod Ricard SA, the world’s second-largest distiller, is creating a brand to join rival Diageo Plc in the growing market for mezcal, a premium agave-based spirit. The brand, which will hit U.S. shelves in the first half of 2017, is the latest investment in the category by a large beverage company.