Pernod shuffles its pack

Pernod Ricard has announced the creation of a premium wines arm as part of its commitment to rearrange the group into different units.

The company is also grouping together its vodka brands under a single umbrella in order to foster a consistent strategy across its range.

A new brand company called Premium Wine Brands will bring together its global wines from New Zealand, Australia, Argentina and Spain, including Jacob’s Creek, Montana, Brancott, Campo Viejo and Graffigna.

The new group has been formed with the objective of accelerating the international development of the 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.

Pernod Ricard is also grouping all its vodka brands under the Absolut Company umbrella. The enlarged company has the objective of developing a strategy for the entire vodka segment.

Other organisational changes and appointments were also announced, including the formation of a new regional group, Pernod Ricard Sub-Saharan Africa, which 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, has been appointed as managing director of the new African group.

Meanwhile Michael Bord, managing director, Distribution Network, who led much of the international expansion of the group, particularly in the Americas, has stepped down from his role, with his responsibilities now taken on by group CEO Pierre Pringuet.

Alan Lodge, 28.07.2010