Pernod Ricard USA bets big on RTDs in market overhaul
With fresh leadership and a sharper portfolio focus, Pernod Ricard USA is betting on RTDs and “high-potential” labels to drive its next phase of growth.
Pernod Ricard USA has unveiled a major transformation of its route-to-market (RTM) strategy, designed to unlock long-term growth across its US portfolio.
The move follows the appointment of chief commercial officer Paul Basford in December 2024. Basford said the new strategy is built on a clear principle: “focus with intent, and partner with excellence”. He added: “We have an iconic portfolio, and this new strategy allows us to sharpen our focus while partnering with some of the most respected distributors in the industry, aligning on shared goals and unlocking all opportunities for growth.”
The group’s long-standing distributors, including Southern Glazer’s Wine & Spirits, Republic National Distributing Company, Martignetti Companies, Breakthru, Allied Beverage Group, Empire Distributors, Fedway Associates and Georgia/Tennessee Crown Distributing, will continue to handle the majority of Pernod Ricard USA’s commercial volume.
Two new divisions created
As part of the shift, two new commercial divisions have been introduced.
Partner Content
- RTD Division – Dedicated to the fast-growing ready-to-drink category, with new partnerships formed with Reyes Beverage Group, Crescent Crown and their network partners across seven states. They join existing RTD distributors Southern Glazer’s and RNDC. The remit includes supporting brands such as Malibu, Jameson and the recently launched Absolut Ocean Spray RTD line. The division began operating on 1 May.
- GEM Division – Focused on scaling the next generation of high-potential brands. This division will use a bespoke state-by-state distribution model, introducing Crescent Crown and Johnson Brothers/Maverick, while expanding relationships with Southern Glazer’s, RNDC, Breakthru, Heidelberg and Martignetti. The division goes live on 1 September.
Pernod Ricard said the new structure balances targeted support for growth segments with the strength of existing wholesaler partnerships.
Investment in capabilities
The strategy also includes bolstering its commercial capabilities. These investments cover:
- expanding its on-premise division to boost visibility in the on-trade;
- strengthening revenue growth management with advanced analytics;
- and investing in developing commercial talent.
Basford said the reorganisation aims to build “a commercial organisation that is not only fit for today but future-ready”. He added: “This is about more than structure—it’s about world class execution, winning mindset, clear accountability, and meaningful partnerships.”
Wider group performance
The announcement comes a day after Pernod Ricard’s shares rose 5% in Paris trading, following an upbeat assessment of its medium-term growth prospects. Despite sales in the US falling by 6% and a 21% drop in China, the group reaffirmed its guidance for 3-6% organic sales growth for 2027-2029 and pledged to deliver €1 billion in cost savings over the next four years.
Chairman and chief executive Alexandre Ricard described the current financial year as “one of transition” but insisted the long-term outlook remains positive. India continues to be a standout market, with Jameson becoming the country’s biggest imported spirit.
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