PERNOD RICARD DOUBLES DOWN ON AMERICAN WHISKEY
Pernod Ricard has established a new unit, the American Whiskey Collective, to enhance the growth of its premium whiskey brands including Jefferson's, Rabbit Hole, Smooth Ambler, and TX Whiskeys. This initiative aims to accelerate Pernod Ricard's presence in both U.S. and global markets, capitalizing on the significant demand trend in American whiskey. The unit will be led by marketing veteran Craig Johnson and operations executive Jessica Chen, focusing on strategic development and leveraging the company's network for global expansion.
- Creation of the American Whiskey Collective to enhance brand management and marketing.
- Strong historical growth in American whiskey volume, increasing from 16 million cases in 2011 to 29.7 million in 2021.
- Anticipated substantial contributions from American whiskey sales to Pernod Ricard USA's total volumes in the next 5-10 years.
- None.
"American Whiskey Collective" Created to Drive Growth for Jefferson's, Rabbit Hole, Smooth Ambler and TX Whiskeys
NEW YORK, June 30, 2022 /PRNewswire/ -- Capitalizing on the strong growth – and growth potential -- of its American whiskey portfolio, Pernod Ricard is creating a dedicated business unit – The American Whiskey Collective -- to manage marketing and production of its premium, challenger American whiskey brands.
Ann Mukherjee, Chairman and CEO, Pernod Ricard North America, said the new entity will accelerate the company's journey to become a leading player in American whiskey in both U.S. and global markets. "American whiskey is an extremely vibrant spirits category, and our investments over the last few years in Jefferson's, Rabbit Hole, Smooth Ambler and TX have proven very successful," Mukherjee said. "Now it's time to drive even more outsized growth for these brands by managing and building a world class marketing and operations approach."
The American Whiskey Collective will be led by Pernod Ricard veteran marketing leader Craig Johnson, who is appointed to Pernod Ricard USA's executive team, and Jessica Chen, a seasoned Operations executive who is named VP, Operations, American whiskies. Johnson will report to Mukherjee, and Chen will report to Pierre Joncourt, SVP, Operations, Pernod Ricard North America.
The new dedicated unit will be responsible for achieving the business objectives – and leading future strategy development – for Pernod Ricard's American whiskey brands, while also leveraging the company's broad network to drive global growth. In recent years, Pernod Ricard created two similar entities -- the Gin Hub and House of Tequila – to drive even greater success in their respective spirits categories.
American whiskey volume in the U.S. has been accelerating over the last decade, shooting up from 16 million 9-liter cases in 2011 to 29.7 million in 2021, according to the Distilled Spirits Council. Exports of American whiskey also have been enjoying strong growth, with annual sales now exceeding 20 million cases.
American whiskey sales are expected to account for a significant amount of Pernod Ricard USA's total volumes within the next 5-10 years, and the company's American whiskey export business also has enormous growth potential, Mukherjee said. To help achieve Pernod Ricard USA's ambitious performance goals, the American Whiskey Collective will create more uniform ways of working based on best practice sharing among brands. Said Mukherjee: "We are committed to ensuring that the infrastructure, marketing investment levels and innovation support behind each of our brands are in line with our overall ambition. The result will be further accelerated growth from a 'new fashioned' whiskey portfolio focused on pushing boundaries rather than adhering strictly to tradition."
ABOUT PERNOD RICARD USA®
Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second-largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut® Vodka, Avión® Tequila, Chivas Regal® Scotch Whisky, The Glenlivet® Single Malt Scotch Whisky, Jameson® Irish Whiskey, Kahlúa® Liqueur, Malibu®, Martell® Cognac, Olmeca Altos® Tequila , Beefeater® Gin, Del Maguey® Single Village Mezcal, Monkey 47® Gin, Plymouth® Gin, Seagram's® Extra Dry Gin, Malfy® Gin, Hiram Walker® Liqueurs, Midleton® Irish Whiskey, Powers® Irish Whiskey, Redbreast® Irish Whiskey, Aberlour® Single Malt Scotch Whisky; Lillet®; Smithworks® Vodka, Jefferson's® Bourbon, Smooth Ambler® Whiskey, Rabbit Hole® Whiskey, Pernod® and Ricard®; such superior wines as Jacob's Creek®, Kenwood® Vineyards, Campo Viejo® and Brancott Estate®; and such exquisite champagnes and sparkling wines as Perrier-Jouët® Champagne, G.H. Mumm™ Champagne and Mumm Napa® sparkling wines.
Pernod Ricard USA is headquartered in New York, New York, and has more than 700 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information on this, please visit: www.responsibility.org.
Pernod Ricard Contact:
Lisa DiCarlucci
Director, Corporate Reputation
E: Lisa.DiCarlucci@pernod-ricard.com
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SOURCE Pernod Ricard USA
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