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Pernod Ricard gears up to introduce The American Whiskey Collective
Pernod Ricard’s US division has plans to create a new sub-unit to specifically house its US whiskey brands.
‘The American Whiskey Collective’ which will be based at Pernod Ricard US headquarters in New York, will be headed up by Craig Johnson, currently VP of marketing for Scotch, American whiskies, Tequilas & Champagne/sparkling wine at the US division.
The move follows the drinks giant organising its gin and Tequila portfolios into the ‘Gin Hub’ and ‘House of Tequila’ with the aim for The American Whiskey Collective to sit neatly alongside each existing category.
The brands that will feature in the new sub-unit include: Jefferson’s, Rabbit Hole, Smooth Ambler and TX.
Speaking about the new sub-unit, Pernod Ricard North America chairman and CEO, Ann Mukherjee, explained: “American whiskey is an extremely vibrant spirits category, and our investments over the last few years in Jefferson’s, Rabbit Hole, Smooth Ambler and TX have proven very successful.”
Mukherjee added: “Now it’s time to drive even more outsized growth for these brands by managing and building a world class marketing and operations approach.”
Looking after the newly organised portfolio, Johnson will be supported by Pernod USA’s director of American whiskey, Jessica Chen who will assume the new role of VP of operations.