SOUTH AFRICA: Pernod Ricard extends Olmeca Altos Tequila launch

By | 12 August 2013

Pernod is moving Olmeca Tequila into new markets

Pernod is moving Olmeca Tequila into new markets

Pernod Ricard has launched its Olmeca Altos Tequila brand in South Africa.

The brand, which in May underwent a global packaging overhaul, was unveiled at launch events in Cape Town and Johannesburg last week, a Pernod spokesperson told just-drinks today (12 August). It is available from this month in the country, the spokesperson said.

Olmeca Tequila's brand manger in South Africa said the company will focus on “educating bartenders about Tequila and illustrating its versatility”.

“We hope to inspire a greater curiosity for Tequila as well as awareness about the product, its origins and the way it is produced,” said Renzo Puccini.

The 100% blue agave Tequila was first launched in selected markets worldwide in 2009.

Last month, Pernod confirmed the departure of the international brand development director of its Mexican operations. Michael Kaller oversaw the Olmeca brand outside of Mexico.

Expert analysis

Global market review of Tequila – forecasts to 2016

Beginning with an Executive Summary, the report scopes out the challenges ahead, how higher qualities might gain, retail value, premiumisation potential, expanding Tequila's horizon, Tequila's versatility, reducing complexity, industry structure, the mezcal opportunity, plus it addresses the key questions above with lengthy sections containing essential commentary, insight and data.

Sectors: Product launches, Spirits

Companies: Pernod Ricard

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SOUTH AFRICA: Pernod Ricard extends Olmeca Altos Tequila launch

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