In today’s world, digital innovation is increasingly becoming part and parcel of modern luxury. We’ve seen high-end hospitality brands like Soneva embracing cryptocurrency as a means of payment, and designer fashion brands like Phillipp Plein and Gucci launching crypto concept stores and NFTs of unique and highly sought-after products respectively. And now Pernod Ricard, a global leader in wines and spirits, is also integrating the latest tech innovations into its offerings in a whole new way.
For the first time, the brand’s Avión tequila is leveraging the exclusivity of its latest launch alongside the demand for prestige NFTs as it partners with BlockBar – a marketplace selling blockchain-authenticated wines and spirits direct from producer – to release a limited-edition, prestige expression: Avión Lucky Liquid. It’s certainly got spirits collectors and general enthusiasts alike talking, and it’s easy to understand why.
Born from an endeavour to defy convention, Avión Lucky Liquid embodies a story of serendipity. This limited-edition release of just 100 bottles is the pioneering product of nine years’ aging for extra añejo tequila in one single oak cask, that was previously used to mature Mexican Cabernet Sauvignon. Left forgotten in the cellars until it was fortunately rediscovered, the result is an expression with unparalleled depth and character which takes its name from having succeeded against all odds – clearly prevailing as an exquisite 100 percent agave tequila, despite the rather unique nature of its production.
This ultra-aged tequila boasts a distinct reddish hue and remains unfiltered to preserve its intrinsic character and vibrant texture, evoking profound and intense sweet aromas such as cacao and candied red fruits. On the palate, it delivers a robust tannin-rich body, followed by mellow fruity notes of peach, cranberry, and pecans – culminating in the sophisticated, smooth mouthfeel emblematic of a high quality 100 per cent agave tequila.
With only 100 numbered bottles available as part of this exclusive collection on BlockBar, Avión has its sights set on expanding awareness of – and driving demand for – its portfolio of prestige tequilas among a new community of consumers who relish the finer things in life. It marks the next step in the forward-thinking brand’s ambition to disrupt the status quo and subvert expectations of prestige tequila.
Taking inspiration from its sought-after Reserva range, Avión Lucky Liquid will be available in a unique, specially designed bottle featuring luxurious gold touches and nods to the world of blockchain technology via hexadecimals, within which the Lucky Liquid manifesto is encrypted. When it comes to extravagant and all-round opulent purchases, it’s certain to be hard to resist – especially if you’re partial to special tequilas like this one.
“Successfully created against all odds, Avión Lucky Liquid was borne out of a hunch nine years ago and is proof that fortune favours the bold,” says Juan Namur, digital director at House of Tequila – Pernod Ricard. “This very notion is something which crypto enthusiasts and spirits collectors live and breathe, as they’re always on the hunt for the next extraordinary token or expression which could appreciate significantly. It’s high risk, high reward.
“By combining blockchain technology with prestige tequila in a limited run of just 100 bottles, we’re captivating the attention of two highly engaged, trailblazing communities. And – as a trusted marketplace for the highest quality wines and spirits – BlockBar was the natural partner to connect us to these collectors and help us revolutionise the way in which ultra-premium tequila can be purchased, gifted and consumed.”
Jamie Ritchie, chief operating officer at BlockBar, is similarly enthusiastic about the project. “We are honoured that Pernod Ricard’s Avión tequila has chosen to partner exclusively with BlockBar to release this rare, one-cask batch of Lucky Liquid,” he says. “The BlockBar platform provides Avión the opportunity to reach a dynamic global audience and new demographic of tequila enthusiasts. With this highly limited release, we are excited to find out which collectors and aficionados are ‘lucky’ enough to secure this one-of-a-kind offering.”
There’s no denying that it’s an exciting endeavour, and bottles are certain to fly off the shelves on launch day. Avid collectors can join the waiting room to purchase Avión Lucky Liquid on BlockBar.com from 3PM BST (10:00am EST) on 27th May, before it goes on sale on a first come, first served basis at 3PM BST (10:00am EST) on 3rd June, priced at $495 – so if you’re looking to get ahead of the game, then you’ll need to move fast.
Each bottle of Avión Lucky Liquid will be stored in BlockBar’s state-of-the-art storage facility in Singapore, and owners will have the option to resell via BlockBar’s secondary marketplace or redeem their NFT for the physical bottle from July 2025.