Pernod Ricard rebrands Orlando Wines
Pernod Ricard, the owner of Adelaide’s Orlando Wines, has announced that the brand is to disappear and will be absorbed as part of a wider Pernod Ricard Winemakers brand.
Orlando Wines was acquired by Pernod Ricard in 1989
Orlando had formerly been part of Pernod Ricard’s Premium Wine Brands.
"It has been a very successful period for our business. We were very transparent in our ambition - we wanted to create a portfolio of premium wine brands,” said Pernod Ricard chief executive Jean-Christophe Coutures.
"Now that this has been achieved we need to look to the future, create a new vision and set new goals.
"With around 2000 employees, spanning five continents and six priority brands, we wanted a name that would encompass the nuances of all our wine business and simplify our employer brand."
"We expect strategic innovation to account for more than 25 per cent of incremental volume growth in our business to 2017 demonstrating its importance for the continued growth of our business."
Orlando Wines has been part of the Pernod Ricard group since it was acquired in in 1989.