Pernod Ricard to acquire majority stake in ecoTequila producer Destilería Casa Verde

Pernod Ricard has announced an agreement to acquire a majority stake in Destilería Casa Verde, a fast-growing ultra premium tequila producer known for its sustainability-first agave program and strong on-premise footprint in the US and Europe. The deal, structured as a phased majority acquisition with options to increase ownership over time, positions Pernod Ricard to deepen its agave portfolio alongside Avión and Olmeca while giving Casa Verde access to global distribution muscle. For bars, this is another clear signal that the multinational spirits houses are still very much in buying mode when it comes to premium agave, even as some categories cool and supply tightens. With Casa Verde’s range positioned squarely in the $14-$20-per-pour bracket and backed by verified replanting and water-use schemes, expect the brand to be pushed as a “responsible luxury” tequila in cocktail and sipping programs. The integration path looks similar to other Pernod Ricard deals, with the founding team staying on to steer production and brand culture while Pernod Ricard handles scale. Watch how quickly Casa Verde starts showing up in national chain RFPs, sponsored education, and agave-focused lists. If Pernod Ricard leans in with serious activation budgets, this could nudge some house-pour decisions away from smaller independents, especially in high-volume markets where sustainability stories help justify premium pricing.

Sources: - Reuters: https://www.reuters.com/markets/deals/pernod-ricard-to-acquire-majority-stake-in-ecotequila-producer-destileria-casa-verde-2026-07-16/ - The Spirits Business: https://www.thespiritsbusiness.com/2026/07/pernod-ricard-buys-majority-stake-in-sustainable-tequila-brand-casa-verde/ - Pernod Ricard: https://www.pernod-ricard.com/en/media/press-releases/pernod-ricard-announces-agreement-to-acquire-majority-stake-in-destileria-casa-verde