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Pernod Ricard

Pernod Ricard creates New Brand Ventures department to accelerate US growth


By Natalie Mortimer, N/A

May 13, 2016 | 2 min read

Pernod Ricard has placed a renewed focus on growing its business in the US with the creation of a New Brand Ventures department.


The owner of Absolut and Jameson said the new department forms part of its business transformation project DART, which it launched 18 months ago to grow value market share in a sustainable way. Pernod Ricard said in a press release that New Brand Ventures will act as a soon-to-be-established ‘incubation’ division that will 'redefine how future growth brands are built'.

Pernod Ricard is also reorganizing its marketing team into brand units to become more 'consumer centric'. Absolut and Beefeater will form one division, while the Glenlivet, Redbreast, Midleton and Powers form another.

Other groupings include Jameson and Altos; Malibu, Kahlua and Seagram’s; and Avion, Martell, Chivas Regal and Royal Salute.

"Winning in the USA is a top priority for Pernod Ricard. We must win in this battleground to deliver our Group mid-term topline four to five per cent growth objective" said Alexandre Ricard, chairman and chief executive, Pernod Ricard, explaining the move.

The drinks company has also shaken up its executive team and appointed Jeff Agdern, currently senior vice-president, wines and champagnes to senior vice-president, New Brand Ventures.

James Slack, currently vice-president marketing, Pernod Ricard China, is appointed SVP, Wines & Champagnes, effective 1 September. His replacement will be subject to a further announcement.

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