Pernod Ricard has capped off a lively end to its week with an investment in the lesser-known Mexican spirits category of sotol.
The group has bought into Nocheluna Sotol, a brand that has been launched this month in Mexico and the US by Casa Lumbre. The spend, further details of which were not disclosed, coincides with musician Lenny Kravitz being unveiled as a partner in the brand.
Sotol takes its name from a plant native to the Chihuahuan Desert region in the north of the country. Following a cooking stage of up to 96 hours, the plant is fermented for a week in wooden vats before being distilled.
Nocheluna, which carries an SRP in the US of US$79.99 per 75cl bottle, is available in “various cities” in the market with Nationwide and “select international expansion and distribution” by the end of this year.
“In these partners, we have found not just financial investment to enable our work, but partners who help foster awareness which can further allow Mexico to reach all corners of the world,” said Casa Lumbre co-founder & CEO Moises Guindi.
Casa Lumbre also owns the Contraluz mezcal brand, welcoming Colombian musician Maluma as an investor earlier this year.
