Pernod Ricard USA, the U.S. arm of the global spirits and wine company Pernod Ricard SA, is reorganizing its distribution approach to strengthen coverage of high-growth segments across its portfolio. The company’s U.S. portfolio includes brands such as Absolut Vodka, Jameson Irish Whiskey, Malibu, Chivas Regal, and a range of ready-to-drink products.
The move follows the December appointment of Paul Basford as chief commercial officer. Pernod Ricard USA said the restructuring sharpens portfolio focus and aligns distribution resources with key growth areas.
Most of the company’s commercial volume will continue to flow through existing 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.
The company has created two new commercial divisions:
- RTD Division: Focused on ready-to-drink (RTD) products, the RTD Division adds Reyes Beverage Group, Crescent Crown, and their affiliates to distribute in seven states. Southern Glazer’s and Republic National continue to handle RTD products. Key brands include Malibu, Jameson, and the Absolut Ocean Spray® RTD line. The division took effect May 1.
- GEM Division: Tasked with scaling high-potential brands, the GEM Division uses a state-by-state distribution model. New distributors include Crescent Crown and Johnson Brothers/Maverick, while Southern Glazer’s, Republic National, Breakthru, Heidelberg, and Martignetti maintain existing coverage. The division launches September 1.
The company is expanding on-premises coverage, implementing advanced analytics for pricing and sales, and investing in commercial staff to improve execution across the U.S.
The restructuring is intended to create a more focused and efficient distribution model, providing dedicated resources for both established and emerging brands.
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