Pernod Ricard has overhauled its commercial structure in the US in a move designed to give greater attention to some lesser-established brands in its portfolio.
The refresh establishes two new divisions – one dedicated to ready-to-drink (RTD) products and another, GEM, tasked with nurturing what the group’s division in the country describes as “high-potential brands”. Pernod Ricard USA said that the move will ensure greater attention for brands outside the company’s core stable.
A spokesperson for the unit confirmed that GEM brands include Rabbit Hole, Spot Irish Whiskey, Powers, Plymouth Gin, Aberlour, Scapa, Avión, Malfy, Elyx, Smooth Ambler, Ojo de Tigre and Ramazzotti.
“This transformation was about future-proofing our business,” the spokesperson said. “We saw an opportunity to sharpen our focus and deepen our partnerships. It’s a strategic pivot designed to unlock sustainable growth and ensure every brand in our portfolio gets the attention it deserves.”
The GEM division, which comes into effect next week, will adopt a state-by-state distributor approach, involving new partners such as Crescent Crown and Johnson Brothers/Maverick, while furthering ties with Southern Glazer’s Wine & Spirits, Republic National Distributing Co and Breakthru, Heidelberg and Martignetti Co’s.
Meanwhile, the RTD division, which commenced operations in May, is focused on capitalising on brands including Malibu, Jameson and the Absolut Ocean Spray RTD. New distributor partners for this division include Reyes Beverage Group and Crescent Crown, alongside existing relationships with Southern Glazer’s and RNDC.
In addition to the new structure, Pernod Ricard USA said it is investing in an expanded on-premise team along with “enhanced revenue growth management” capabilities and commercial talent development.
The mainline portfolio continues to be distributed by long-standing partners including Southern Glazer’s, RNDC, Martignetti, Breakthru, Allied Beverage, Empire Distributors, Fedway Associates and Georgia/Tennessee Crown.
Yesterday, Pernod Ricard revealed that its full-year sales declined by 3% versus the corresponding period a year earlier. However, the group said it is entering a “transition” phase ahead of a “new era of volatility and opportunity”.
