Pernod appoints new House of Tequila MD
Tim Croizat has taken charge of Pernod Ricard’s House of Tequila portfolio in Mexico, where he will oversee brands such as Olmeca and Del Maguey mezcal.
Croizet has replaced Michael Merolli as managing director for House of Tequila, who took over from Christian Barré as Havana Club CEO last month, following his retirement.
Pernod Ricard is drawing from plenty of in-house experience with Croizat, who has been developing brands for the French firm since joining the company in 2003.
Over the past 20 years, Croizat’s time at Pernod Ricard has seen him serve as brand manager of spirits and read-to-drink (RTD) segments for Pernod Australia; international marketing manager for Havana Cub; global marketing manager for Chivas Regal; global brand director for Champagne Perrier Jouët; vice-president of business acceleration and transformation for Martell Mumm Perrier-Jouët; and most recently – since December 2021 – Pernod Ricard’s global strategy and insights director.
Commenting on the handover between Merolli and Croizat, CEO of the Absolut Group, Stéphanie Durroux, said on LinkedIn: “A heartfelt thank you to Michael for an incredible five years of leadership and growth. And a warm welcome to Tim, who will soon be making the move to Mexico to take the reins.
“It was great to reconnect with the fantastic House of Tequila teams through a Q&A session, see the strong improvements made in Arandas production site, discuss the exciting brand plans, meet the talented team of Pernod Ricard Mexico, and engage with our inspiring partners Casa Lumbre. The future is looking bright for our agave portfolio.”
Pernod Ricard’s House of Tequila brands cover Altos, Avion and Olmeca on the Tequila side, and Del Maguey and Ojo De Tigre for mezcal.
The company also has a stake in Almave, the non-alcoholic agave ‘spirits’ brand developed by Casa Lumbre and backed by Lewis Hamilton.
In his new role, Croizat will be responsible for overseeing strategic brand development and long-term growth for the House of Tequila across major markets, which are listed as the US, UK, Australia, Western Europe, China, and Turkey.
Last week Pernod Ricard reported a 3% fall in organic revenue for fiscal 2025, though individual sales for Tequila and mezcal were not revealed.
The company gave Altos Tequila a six-figure boost in the UK over the summer, as well as a new design. It also expanded range of ready-to-serve products.
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