Pernod Ricard will invest $250m over five years to build a carbon neutral distillery and aging warehouses in Marion County, Kentucky, for its Jefferson’s Bourbon brand.
Eying up strong growth – and strong growth potential - of its American whiskey portfolio, Pernod Ricard is creating a dedicated business unit called ‘The American Whiskey Collective’ to manage marketing and production of its premium challenger brands.
Premiumization has been a key trend for spirits for years: but the pandemic has helped accelerate growth, according to the Distilled Spirits Council of the United States (DISCUS).
With acquisitions such as Rabbit Hole and TX, Pernod Ricard USA is building a ‘new-fashioned’ whiskey portfolio: with the focus on pushing boundaries rather than adhering strictly to tradition.
