Beverage Giant Pernod Ricard Affirms Commitment to American Whiskey Category With Formation of New Company
(Images: Pernod Ricard)
On Thursday, Pernod Ricard, one of the world’s largest beverage companies, announced that it’s doubling down on its commitment to the American whiskey category by establishing a new global brand company in the U.S.: North American Distillers.
Pernod Ricard’s American whiskey portfolio comprises Jefferson’s, Rabbit Hole, Smooth Ambler and TX Whiskey, as well as the peanut butter-flavored whiskey brand Skrewball.
By forming North American Distillers, or NADL, Pernod Ricard explains it is aligning its American whiskey operations with its global operation structure; its Irish whiskey portfolio is led by Irish Distillers, while Chivas Brothers helms its scotch whisky brands. NADL will be the North American version of those entities.
The business will be led by Richard Black, a Pernod Ricard veteran who the company says has 23 years of leadership in whiskey and cognac, including time spent at Chivas Brothers and most recently as the global marketing director for Martell.
North American Distillers CEO Richard Black
Black will take the helm as CEO of North American Distillers. In his new role, he will oversee the company’s American whiskey portfolio and North American operation sites.
“American whiskey is a dynamic spirits category, and our portfolio shows immense potential for future growth,” Black said in a news release. “Our investments made in Jefferson’s, Rabbit Hole, Smooth Ambler, Skrewball and TX, underscore our ambitious commitment. My mission is to harness this potential and drive a singular focus on these brands and our operations, driving us towards our goals and creating a top-tier marketing and sustainable operations team on the back of our peoples’ deep-rooted expertise.”
Pernod Ricard also announced that Rabbit Hole Whiskey founder Kaveh Zamanian will transition into a new role with NADL. The company did not name a new title for the 2022 Kentucky Bourbon Hall of Fame inductee but did say Zamanian will be tasked with “guiding the liquid strategy for the full North American whiskey portfolio.”
Black will also be joined at NADL by Pierre Joncourt, SVP of operations for Pernod Ricard North America.
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