Pernod Ricard, the number-two spirits company, is creating a new unit to manage its North American Whiskey brands and production. Veteran Pernod Ricard executive Richard Black will head up the new company, to be called North American Distillers.
The company will exist within Pernod Ricard much as the Chivas Brothers and Irish Distillers units operate, with responsibility for both production and marketing of the Pernod Ricard North American portfolio. Until now, Jefferson’s Bourbon, Smooth Ambler, Rabbit Hole, Skrewball, and TX Whiskey had operated independently of each other within Pernod Ricard USA’s umbrella.
In a statement announcing the move, Black said “American whiskey is a dynamic spirits category, and our portfolio shows immense potential for future growth. Our investments made in Jefferson’s, Rabbit Hole, Smooth Ambler, Skrewball and TX, underscore our ambitious commitment. My mission is to harness this potential and drive a singular focus on these brands and our operations, driving us towards our goals and creating a top-tier marketing and sustainable operations team on the back of our peoples’ deep-rooted expertise.”
Rabbit Hole founder Kaveh Zamanian will transition to a new role overseeing liquid strategy for the entire group as part of the move.
WhiskyCast has requested an interview with Richard Black, and this story will be updated with additional information.