Dive Brief:
- Pernod USA will spend $100 million to acquire control of Tequila Avion.
- Tequila Avion launched in 2009 and attracted considerable attention after it was featured in the HBO series "Entourage."
- The ultra-premium drink, which attracted investments from AOL's Tim Armstrong and YouTube's Chad Hurley, sells for roughly $150 a bottle.
Dive Insight:
Pernod is the second-largest spirits maker on earth. Only Diageo is bigger. And those two rivals both seem intent on buying up brands here in the U.S.
The Avion deal comes less than three months after Pernod bought a California vineyard, and just six months after Diageo teamed with Sean "Diddy" Combs to buy rival ultra-premium tequila brand DeLeon.