Pernod Ricard S.A. Sponsored ADR

NEW YORK, Aug. 29, 2025 /PRNewswire/ -- Pernod Ricard USA today announced a comprehensive transformation of its Route-to-Market (RTM) strategy, marking a pivotal step in the company's journey to unlock long-term, sustainable growth across its full U.S. portfolio.

Following the appointment of Chief Commercial Officer Paul Basford, who joined the company in December 2024, the organization has reimagined its Route-To-Market (RTM) approach, sharpened its portfolio focus to maximize potential, and deepened its commitment to distributor partnerships.

"Our commercial strategy is built on a simple but powerful idea: focus with intent, and partner with excellence," said Paul Basford, Chief Commercial Officer, Pernod Ricard USA. "We have an iconic portfolio, and this new strategy allows us to sharpen our focus while partnering with some of the most respected distributors in the industry, aligning on shared goals and unlocking all opportunities for growth."

The new divisions outlined below, complement Pernod Ricard USA's mainline portfolio, which continues to be managed by its long-standing and trusted distributor partners—most notably Southern Glazer's Wine and Spirits, Republic National Distributing Company, Martignetti Companies, Breakthru, Allied Beverage Group, Empire Distributors, Fedway Associates and Georgia/Tennessee Crown Distributing. These valued collaborators remain responsible for the majority of Pernod Ricard USA's commercial volume.

These partnerships are built on trust, shared ambition, and a commitment to growth. By aligning dedicated teams to high-growth segments while complementing the existing strong distributor relationships, Pernod Ricard USA ensures all key brands receive the focus and support needed for sustainable growth.

A New Commercial Structure for a New Era

As part of this transformation, Pernod Ricard USA has established two new commercial divisions to complement and support its core portfolio strategy. These divisions are supported by new distributor partnerships tailored to their unique needs:

• RTD Division – Focused on the fast-growing Ready-to-Drink category, this team brings dedicated execution and agility to one of the industry's most dynamic segments. Based on their proven track records and extensive market experience, Reyes Beverage Group, Crescent Crown and their network partners have been selected as new distributors across seven key states. They join a roster of existing RTD distribution partners — including Southern Glazer's Wine & Spirits and Republic National Distributing Company — with a shared mission to amplify and accelerate ambitious growth plans for a strong portfolio of ready-to-drink offerings from global icons like Malibu, Jameson, and most recently, The Absolut Ocean Spray^® RTD line. This went into effect on May 1^st.
  
  
  
  
• GEM Division – Tasked with incubating and scaling the next generation of high-potential brands, this division will ensure they receive the focus and care needed to thrive. A bespoke state-by-state distributor approach will provide tailored support - introducing new partners like Crescent Crown and Johnson Brothers/Maverick, while building existing ties with partners like Southern Glazer's Wine & Spirits, Republic National Distributing Company, Breakthru, Heidelberg, and Martignetti Companies. This goes into effect on September 1^st.

Investing in Capabilities and Talent

The new strategic transformation goes beyond structure. Pernod Ricard USA has made significant investments in its commercial capabilities, including:

• Expanded On-Premise Division – Focused on elevating on-trade visibility and execution, ensuring Pernod Ricard brands are executed with impact where it matters most in this critical brand building channel.
  
  
  
  
• Enhanced Revenue Growth Management (RGM) – Leveraging advanced analytics and post-event analysis to drive pricing precision and maximize value capture.
  
  
  
  
• Talent for the Future – Investing with renewed focus on developing 'best-in-class' commercial capabilities and empowering top commercial talent to lead the business into the future.

A Clear Vision for Growth

This strategy reflects Pernod Ricard USA's commitment to building a more focused, agile, and performance-driven commercial organization—one that is equipped to lead in today's competitive landscape and prepared to seize tomorrow's opportunities.

"We are building a commercial organization that is not only fit for today but future-ready," added Basford. "This is about more than structure—it's about world class execution, winning mindset, clear accountability, and meaningful partnerships. We're excited for what's ahead."

©2025 Pernod Ricard USA, New York, NY.

MEDIA CONTACT

Graeme Gardiner

Graeme.gardiner@pernod-ricard.com

ABOUT PERNOD RICARD USA^®

Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código Tequila, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Kenwood Vineyards and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët Champagne, G.H. Mumm Champagne, Mumm Napa.

Pernod Ricard USA is headquartered in New York, New York, and is responsible for more than 1,000 jobs across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees, and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com

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SOURCE Pernod Ricard USA

Malibu and famous TV workaholic remind consumers how great life can be when you actually finish work on time

NEW YORK, April 8, 2025 /PRNewswire/ -- Malibu, the world's number one white rum-based coconut liqueur,¹ has teamed up with award-winning actor Brian Cox to remind everyone to "Clock Off" and ditch overwork in a second installment of the brand's "Do Whatever Tastes Good" campaign. While Cox is famous for his roles playing tough-as-nails characters, this summer he's embracing his sunnier side in a new Malibu campaign encouraging work-life balance.

The campaign launches after a recent Malibu study² found that Americans are working an average of 15 extra hours per week, totaling to nearly eight extra working days per year – which doesn't bode well for making well-deserved happy hours. To combat this, Malibu encourages the overworked masses to clock off and kick back with friends over a round of delectable cocktails or whatever tastes good.

"Contrary to the characters I play, I'm all about celebrating the enjoyment of life and taking time off for the people and things that matter. In some roles I was consumed by work, control, and power, and never knew when to clock off," Brian Cox said. "But the reality is, we all need to disconnect if we want to enjoy what life has to offer. The 'Do Whatever Tastes Good' campaign by Malibu is about reminding people that their free time is sacred and should be enjoyed, and this is a message I support."

In the campaign's first ad, Cox trades in his usual serious demeanor for a more playful, laid-back vibe. Sporting an uncharacteristically bright pink suit, at 5:01 pm sharp he roller skates out of the boardroom in pursuit of unwinding with a Malibu Piña Colada on the beach, blissfully enjoying his after-hours freedom.

While Cox is all about clocking off on time, the campaign highlights a growing issue: the rise of "disguised overtime." Survey results² reveal that Americans aren't unplugging from their jobs.

• The average worker juggles 28 lines of communication after hours weekly, adding up to over 17 hours of unpaid overtime per month without even realizing it.^2,3
• 71% of Americans feel pressured to work overtime.
• 1 in 5 Americans report feeling overworked.

"We understand that work is a meaningful part of life—it provides purpose, structure, and a way to contribute. But it's overwork—not work—that's wearing us down. At Malibu, we're all about inviting people to unplug and enjoy life," Craig van Niekerk, Malibu VP Marketing, said. "Building on the positive, free-spirited energy of our first 'Do Whatever Tastes Good' campaign, our 'Clock Off' message feels more important than ever. In a world that rarely stops, we're reminding everyone to slow down, prioritise joy, and make time for what truly matters. So, clock off on time, enjoy a Malibu Piña Colada, and keep that summer feeling going all year long."

Ready to embrace your summer self and Clock Off with Malibu? Learn more about the Do Whatever Tastes Good campaign by visiting Malibu's website or following @malibudrinksus on Instagram, #ClockOff, #DoWhateverTastesGood.

For more information contact: 

Jordan Serafino, Strategic Brand Communications Manager

jordan.serafino@pernod-ricard.com

malibu@toarticulate.com 

SIP EASY. ENJOY MALIBU RESPONSIBLY.

Malibu® White Rum with Coconut Liqueur. 21% Alc./Vol. ©2024 Imported by Pernod Ricard USA, New York, NY.

About Malibu

With its iconic white bottle and palm tree logo, Malibu is the number one white rum-based coconut spirit in the world with more than 4 million cases sold in more than 140 countries each year. Made with white rum, the original coconut-flavoured liqueur is a staple in famous cocktails such as piña coladas and daiquiris. Its portfolio brings the refreshing taste of summer, inspiring a mindset of spontaneity and fun where the sun shines all year round – wherever you are in the world, Malibu invites you to do whatever tastes good.

Discovered in the late 1970s, Malibu has been part of the Pernod Ricard Group since 2005 and today, the original Malibu flavor is more popular than ever. In recent years, Malibu has continued to embody the spirit of summer by introducing a range of flavored liquors, together with a selection of ready-to-drink cocktails, of which more than one million cases are sold each year. For more information on Malibu click here.

About Pernod Ricard USA

Pernod Ricard USA is the premium spirits and wine company in the U.S., and the largest subsidiary of Paris, France-based Pernod Ricard SA., the world's second largest spirits and wine company. Pernod Ricard employs approximately 19,000 people worldwide, is listed on Euronext (Ticker: RI) and is part of the CAC 40 index. The company's leading spirits include such prestigious brands as Absolut Vodka, Avión Tequila, Chivas Regal Scotch Whisky, The Glenlivet Single Malt Scotch Whisky, Jameson Irish Whiskey, Kahlúa Liqueur, Malibu, Martell Cognac, Olmeca Altos Tequila, Beefeater Gin, Del Maguey Single Village Mezcal, Código 1530, Monkey 47 Gin, Seagram's Extra Dry Gin, Malfy Gin, Hiram Walker Liqueurs, Midleton Irish Whiskey, Redbreast Irish Whiskey, Aberlour Single Malt Scotch Whisky, Lillet, Jefferson's Bourbon, TX Whiskey, Skrewball Whiskey, Smooth Ambler Whiskey, Rabbit Hole Whiskey, Pernod and Ricard; such superior wines as Jacob's Creek, Kenwood Vineyards, Campo Viejo, Brancott Estate and Sainte Marguerite en Provence rosé.; and such exquisite champagnes and sparkling wines Perrier-Jouët Champagne, G.H. Mumm Champagne, Mumm Napa.

Pernod Ricard USA is headquartered in New York, New York, and has more than 1,000 employees across the country. As "creators of conviviality," we are committed to sustainable and responsible business practices in service of our customers, consumers, employees and the planet. Pernod Ricard USA urges all adults to consume its products responsibly and has an active program to promote responsible drinking. For more information, visit: www.pernod-ricard-usa.com.

¹Source - IWSR 2023 

²Survey of 13,000 adults -  2,000 UK adults, 2,000 US adults, 2,000 French adults, 2,000 Spanish adults, 2,000 German adults, 2,000 Italian adults, 1,000 Greek adults conducted by independent research agency One Poll 21st March and 31st March 2025

³Based on the average piece of communication taking 10 minutes, so 28 times equates to 4hrs 40mins per week, 17 hours per month = over 2 days

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SOURCE Pernod Ricard USA