Pernod Ricard acquires majority share in Rabbit Hole Whiskey: ‘The bourbon category is undergoing a renaissance’
Rabbit Hole Whiskey was founded when clinical psychologist and psychoanalyst Kaveh Zamanian left his job to devote himself full time to crafting whiskey. It has a state-of-the-art distillery in Louisville and produces straight bourbon and rye whiskeys from a mix of selected grains, distilled in copper Vendome column stills and aged in native oak barrels.
Pernod Ricard says the acquisition helps it expand its recently created portfolio of specialty brands as part of the New Ventures portfolio, alongside other recent acquisitions Smooth Ambler whiskey and mezcal brand Del Maguey.
“The bourbon category is currently undergoing a renaissance; new consumers are discovering its quality and versatility as bourbon can be appreciated neat and has also recently earned its rightful place in modern mixology,” says Pernod Ricard.
Pernod Ricard is the world’s number 2 in wines and spirits with consolidated sales of €8,987m ($10,136m) in FY18. Its brands include Absolut Vodka, Chivas Regal, The Glenlivet, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, and Jacob’s Creek wines.
Other recent acquisitions include super-premium Italian gin Malfy (2019) and Black Forest gin Monkey 47 (2016).
