Earlier in September, Pernod Ricard hosted its seventh annual The Tahona Society competition – a bartender programme under its Altos Tequila brand. The 2017 session saw 25 bartenders from 17 markets gather in Jalisco, Mexico, along with journalists and bloggers from around the world. During the week, just-drinks deputy editor Lucy Britner sat down with the VP of the group’s ‘House of Tequila’ division, Pierre-Aymeric du Cray. In the first of this two-part interview, du Cray tells us what the Tahona activation means for Pernod in business terms, and why the on-premise channel is so important.
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