Pernod Ricard restructures US to boost growth

Pernod Ricard is reorganising its US structure and teams in a bid to grow its market share sustainably and accelerate momentum.

Pernod Ricard CEO Alexandre Ricard (Photo: Pernod Ricard)

The company has already implemented new routes-to-market and increased its focus on premiumisation and innovation, and is set to reorganise its marketing around four “key moments of conviviality” which will each comprise a group of brands with identifiably similar ethos.

It includes Joao Rozario heading up the new ‘Let Loose’ unit (Absolut, Beefeater), Sona Bajaria, in charge of ‘High-end Drinks’ (The Glenlivet, Redbreast, Midleton and Powers), Kate Pomeroy, taking on ‘Hanging out’ (Malibu, Kahlua and Seagram’s) and Martin De Dreuille, in charge of the ‘Out to Impress’ unit (Avion, Martell, Chivas, Royal Salute).

The commercial team will also be reorganized with a greater focus on four key states in the US – Florida, California, New York and Texas, as well as three multi-state divisions, and new divisions dedicated to retail chains and routes to market.

Senior vice president of wines & champagnes Jeff Agdern will head up a new brand ventures division, with James Slack, VP marketing Pernod Ricard China, taking over his role in September.

Dan Denisoff, SVP operations, is set to leave at the end of June, when Jim Stanski of the company’s Canadian subsidiary, Hiram Walker & Sons, will take on responsibilty for both the US and Canadian operation – a move the company said would improve operational efficiency and leverage Hiram Walker’s manufacturing expertise.

“Winning in the USA is a top priority for Pernod Ricard. We must win in this battleground to deliver our Group mid-term topline 4 to 5% growth objective,” chairman & CEO Alexandre Ricard said.