Pernod Ricard reorganises to push vodka and wine brands

While the French company is keeping its decentralised structure comprising of brand and market companies, it has decided to strengthen its focus in the wine and vodka markets.

Wine ​

In wine, Pernod Ricard is creating a new brand company called Premium Wine Brands, which will bring together its global wines from New Zealand, Australia, Argentina and Spain. These include Jacob’s Creek, Montana, Brancott, Campo Viejo and Graffigna.

The objective of this new group will be to accelerate the international development of these brands within the Pernod Ricard distribution network.

The chairman and CEO of the new company will be the current head of Pernod Ricard Pacific, Jean-Christophe Coutures. He will report to Thierry Billot, managing director, Brands.

Vodka ​

In the vodka segment, Pernod Ricard is also bringing all its brands under one flag. The Absolut Company, which is already responsible for Absolut and the Malibu and Kahlúa brands, will now bring together all the vodka brands in the Pernod Ricard group.

The enlarged company has the objective of developing a strategy for the entire vodka segment.

Other organisational changes and appointments were also announced by Pernod Ricard.

A new regional group called Pernod Ricard Sub-Saharan Africa has been created as a direct subsidiary of Pernod Ricard Europe to drive growth in the region.

Henry Carew, currently managing director of Pernod Ricard Southern Central Europe is appointed as managing director of the new African group.

In other appointment news, Michael Bord, managing director, Distribution Network, who led much of the international expansion of the group, particularly in the Americas, has relinquished his post. His responsibilities will now be assumed by CEO Pierre Pringuet.

And Bruno Rain, who is currently the head of human resources, has now been made responsible for the group’s CSR policy.