Pernod Ricard Opens North American Distillers Unit To House American Whiskies

Pernod Ricard is doubling down on American whiskey, unveiling a new U.S.-based North American Distillers unit. Billed as a “global brand company” overseeing Pernod’s full American whiskey portfolio and North American facilities, North American Distillers is meant to mirror Pernod’s Irish and Scotch whisky units, Irish Distillers and Chivas Brothers.

Pernod’s American whiskey portfolio totaled just over 800,000 9-liter cases last year, according to Impact Databank. The largest of its American whiskey labels, peanut butter-flavored Skrewball, had U.S. volume of 520,000 cases last year, while Jefferson’s was at 161,000 cases. The TX brand had volume of just under 80,000 cases, excluding RTDs, while Rabbit Hole whiskies totaled just under 40,000 cases and Smooth Ambler was at 12,000 cases. Total volume across the lineup dipped 10% last year amid industry headwinds, after growing 4% the previous year.

The new North American Distillers unit will be led by Richard Black as CEO. A two-decade industry veteran, Black spent time with Chivas Brothers and was most recently global marketing director for Pernod’s Martell Cognac brand in Paris. Leading operations will be Pierre Joncourt, current SVP of operations for Pernod Ricard North America. Additionally, Rabbit Hole Whiskey founder Kaveh Zamanian will move to “guide the liquid strategy” for the full North American whiskey portfolio.

“American whiskey is a dynamic spirits category, and our portfolio shows immense potential for future growth,” Black stated. “Our investments made in Jefferson’s, Rabbit Hole, Smooth Ambler, Skrewball, and TX underscore our ambitious commitment.”

Pernod is investing $250 million over five years to build a state-of-the-art, carbon neutral distillery for Jefferson’s with aging warehouses in Marion County, Kentucky and a visitor center. The facility, which is anticipated to produce 7.5 million proof gallons a year, is expected to open this fall.—Daniel Marsteller

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