French drinks giant Pernod Ricard has announced the creation of a new global brand entity, North American Distillers (NADL), to manage and grow its American whiskey portfolio. This strategic move aligns NADL with Pernod’s existing whisky divisions, such as Irish Distillers and Chivas Brothers, which oversee the company’s Irish and Scotch whisky brands.
The newly formed NADL will be led by Richard Black, a seasoned Pernod Ricard executive who previously served as the global managing director for Martell. In his new role as CEO of NADL, Black emphasized the dynamic nature of the American whiskey market and the significant growth potential within their portfolio, which includes brands like Jefferson’s, Rabbit Hole, Smooth Ambler, Skrewball, and TX.
In a statement, Black said, “American whiskey is a dynamic spirits category, and our portfolio shows immense potential for future growth. Our investments in these iconic brands underscore our ambitious commitment. My mission is to harness this potential and focus on building a top-tier marketing and sustainable operations team, leveraging our deep-rooted expertise.”
The establishment of NADL represents a shift from the previous structure, where the American whiskey portfolio was managed as an independent arm within Pernod Ricard USA. With NADL, the portfolio will now be overseen by a global brand company responsible for the development, marketing strategy, growth, and production of Pernod Ricard’s American whiskey operations.
Joining Black at NADL is Pierre Joncourt, the current Senior Vice President of Operations for Pernod Ricard North America, and Kaveh Zamanian, a Bourbon Hall of Famer and the founder of Rabbit Hole Whiskey, who will lead whiskey and marketing efforts.
This move positions Pernod Ricard to further capitalize on the booming American whiskey market, setting the stage for continued growth and innovation within the spirits industry.
