Pernod Appoints Company Veteran Kavanagh As North America CMO
August 28, 2023Pernod Ricard has appointed company veteran Colin Kavanagh as its new chief marketing officer for North America. At the end of September Kavanagh will replace Pam Forbus as the drinks giant’s top North American marketing executive. Forbus has held the role since 2020.
Kavanagh has been with Pernod Ricard for more than two decades. Most recently, he’s served as chief transformation officer in North America for the past year. Prior to that his roles included chief marketing officer of the EMEA LATAM region, vice president of global marketing for Malibu and Kahlúa, and vice president of marketing in both Brazil and Canada, among others.
In his new role, he’ll lead marketing efforts across a portfolio that includes key brands like Jameson, Absolut, Malibu, Kahlúa, The Glenlivet, Martell, and Jefferson’s. Overall, Pernod Ricard’s U.S. business totaled 16.4 million 9-liter cases in 2022, according to Impact Databank, up from 14.7 million cases in 2017.
In an effort to continue building its portfolio across rising areas like American whiskey and agave spirits, Pernod has also expanded via innovation and acquisition lately, buying brands like Código 1530 Tequila and Skrewball Peanut Butter Whiskey, and most recently launching Mary Dowling Whiskey Co., a new Bourbon brand.
Among the key marketing campaigns unveiled by Pernod over the past year, Jameson debuted a “Widen the Circle” push marking its largest U.S. campaign in more than 10 years. It stars Irish comedian, actor, and writer Aisling Bea, creator and star of the show ‘This Way Up’ and star of Netflix’s ‘Living with Yourself.’ Jameson grew 4.4% to 4.2 million cases in the U.S. in 2022.
Additionally, 2.8-million-case Malibu rolled out a digital campaign called “Welcome to Malibu” directed by music video director Dave Meyers last year, and TX Whiskey launched a campaign highlighting its Texan roots and starring actor and producer Scoot McNairy.—Daniel Marsteller
| Pernod Ricard USA—Key Spirits Brands | |||||
| Brand | Origin/Type | Total 2022 Depletions1 |
2023 YTD2 Percent Change In Control States |
||
|---|---|---|---|---|---|
| Jameson3 | Irish Whiskey | 4,241 | -1.1% | ||
| Absolut3 | Imported Vodka | 3,127 | -8.3% | ||
| Malibu3 | Imported Rum | 2,750 | -3.7% | ||
| Kahlúa | Imported Liqueur | 929 | -3.4% | ||
| The Glenlivet | Single Malt Scotch | 507 | -19.4% | ||
| Malibu RTDs | Premixed Cocktail | 419 | 15.8% | ||
| Beefeater | Imported Gin | 415 | -6.4% | ||
| Absolut RTDs | Premixed Cocktail | 405 | -4.9% | ||
| Olmeca Altos | Tequila | 307 | -3.7% | ||
| Chivas Regal | Blended Scotch | 239 | -26.9% | ||
| Martell | Cognac | 204 | -35.0% | ||
| Jefferson’s | American Whiskey | 177 | 11.8% | ||
| Jameson RTDs | Premixed Cocktail | 176 | 82.5% | ||
| Total Key Spirits Brands | 13,895 | -5.2% | |||
| 1 thousands of 9-liter cases. 2 year-to-date through June. 3 includes flavors, excludes RTDs Source: NABCA and IMPACT DATABANK © 2023 |
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Tagged : Absolut, Código 1530, Glenlivet, Jameson, Kahlua, Malibu, Martell Jefferson's, Pernod Ricard, Skrewball, TX Whiskey
