Pernod Ricard USA's New Route to Market Approach Deepens Wholesaler Partnerships and Sharpens Portfolio Focus for Growth

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Aug 29, 2025, 08:58 ET

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."

MEDIA CONTACT
Graeme Gardiner
[email protected]

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

SOURCE Pernod Ricard USA