Pernod Ricard, the international wine and spirit producer, is to become worldwide distributor of ultra-premium tequila brand Avion in a move that could see the brand enter the UK market. The company has announced a joint venture agreement with brand developer Tequila Avion to produce and market Avion, which is currently focused on the American market. Pernod is to hold a minority interest in the joint venture under the deal. Avion was created in 2010 and is currently available in 22 US states, mainly high-end venues. Pierre Pringuet, Pernod Ricard’s chief executive, said: “I’m thrilled about the addition of this high-end tequila to our portfolio. This transaction illustrates Pernod Ricard’s will to seize new growth opportunities while maintaining its priority of deleveraging.”

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