Pernod Ricard Creates “American Whiskey Collective” To Boost Up And Coming Brands

Pernod Ricard is creating a new dedicated business unit called the American Whiskey Collective as it looks to markedly expand the presence of brands like Jefferson’s, Rabbit Hole, Smooth Ambler, and TX in the coming years. According to Pernod Ricard North America chairman and CEO Ann Mukherjee, American whiskey is expected to account for a significant amount of Pernod Ricard USA’s total volumes within the next five to 10 years, and the company’s American whiskey export business also has strong growth potential.

“We are committed to ensuring that the infrastructure, marketing investment levels, and innovation support behind each of our brands are in line with our overall ambition,” said Mukherjee. “The result will be further accelerated growth from a ‘new fashioned’ whiskey portfolio focused on pushing boundaries rather than adhering strictly to tradition.”

According to Impact Databank, straight American whiskey depletions surpassed 27 million cases in the U.S. last year, excluding flavors, up from 20 million cases in 2015. American whiskey exports reached 20 million cases last year, according to DISCUS. Within the Pernod portfolio, the Jefferson’s brand in particular has been gaining momentum, with U.S. volume up 31% to nearly 160,000 cases last year, according to Impact Databank.

The American Whiskey Collective will be led by Pernod Ricard veteran marketing leader Craig Johnson, who has been appointed to Pernod Ricard USA’s executive team, and Jessica Chen, a seasoned operations executive who is named VP, operations, American whiskies. Johnson will report to Mukherjee, and Chen will report to Pierre Joncourt, SVP, operations, Pernod Ricard North America.—Daniel Marsteller

Tagged : Jefferson's, Pernod Ricard, Rabbit Hole, Smooth Ambler, TX

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