Pernod Unveils New U.S. Selling Divisions, Route-to-Market Strategy

After posting full-year results yesterday, Pernod Ricard this morning announced the formation of new selling divisions in the U.S. as part of a shift in its route-to-market strategy, with changes including an enhanced focus on RTDs and emerging growth brands, as well as an expansion of its on-premise division. According to Impact Databank, Pernod ranked seventh in volume terms among all U.S. spirits marketers last year with volume at 15.3 million cases, according to Impact Databank, led by Jameson at 3.7 million cases and Absolut at 2.7 million cases.

Pernod has formed a special RTD division to bolster its participation in the U.S. market’s fastest-growing category. The company’s Absolut, Malibu, and Jameson RTDs all saw sharp growth in control states in the year-to-date through July, and Pernod has high hopes for offerings like its Absolut Ocean Spray line as well as a forthcoming Malibu RTD range with Dole pineapple.

As part of the effort, Pernod recently shifted its RTD distribution to Reyes Beverage Group and Crescent Crown across seven states. Southern Glazer’s remains Pernod’s largest distribution partner nationwide, with RNDC also handling its brands across multiple markets. Pernod’s national distribution roster also includes Martignetti Companies, Breakthru, Allied Beverage Group, Empire Distributors, Fedway Associates, and Georgia/Tennessee Crown Distributing, among others.

Meanwhile, Pernod is also introducing a new Gem division “tasked with incubating and scaling the next generation of high-potential brands,” according to the company, via “a bespoke state-by-state distributor approach” that will include new partners like Crescent Crown and Johnson Brothers/Maverick, along with Southern Glazer’s, RNDC, Breakthru, Heidelberg, and Martignetti.

“RNDC is expanding into 10 new markets with us for GEM and [the division] includes the likes of Aberlour, Rabbit Hole, Plymouth Gin, Ramazzotti, Elyx, Malfy, Avion, and Powers,” a Pernod spokesperson told SND.

Pernod is also investing in its commercial capabilities as part of the new push. In the on-premise it’s targeting funds to boost “on-trade visibility and execution,” and it’s also investing behind analytics to drive precise pricing strategies while cultivating its next wave of commercial talent across the organization.

“We are building a commercial organization that is not only fit for today but future-ready,” said Pernod’s U.S. chief commercial officer Paul Basford. “This is about more than structure—it’s about world class execution, winning mindset, clear accountability, and meaningful partnerships. We’re excited for what’s ahead.”

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