Pernod Ricard has promoted its American whiskey unit to full-blown “global brand company” status.
North American Distillers (NAD) will step out from Pernod Ricard USA’s operations, where it had the name ‘The American Whiskey Collective’, to take up a ranking alongside the group’s Chivas Brothers and Irish Distillers divisions. As well as overseeing the full American whiskey brand portfolio and North American operations locations, NAD will also “be responsible for global marketing strategy” for the likes of Jefferson’s, Rabbit Hole, Smooth Ambler, Skrewball and TX.
Richard Black, the global marketing director for cognac mark Martell, has been appointed CEO, while Pernod Ricard North America operations senior VP Pierre Joncourt will lead on the division’s operational side. Details about where Craig Johnson, who was appointed head of The American Whiskey Collective when it was created two years ago, will move to were not immediately available.
In late 2022, Pernod Ricard announced a US$250m spend on a new distillery for Jefferson’s in Kentucky. The 7.5m proof-gallon-capacity facility is expected to come on-stream next year.
According to the most recent figures from the National Alcohol Beverage Control Association, sales by value of American whiskey in the US Control States have risen by a monthly average of 1.7% in the first five months of 2024.
