Pernod Ricard to enhance its presence in US and Mexico

The moves reportedly included the French drinks giant upping its stake in US-based spirits and wine marketer Sovereign Brands as well as securing a deal that saw it buy into the Lenny Kravitz-partnered Mexican spirits brand Nocheluna Sotol.

The decision was outlined in reports that detailed that there were call options in place to potentially further increase its interest in Sovereign Brands.

No financials were disclosed about the deal, however, according to reports the partnership has already accelerated the marketer’s brands, including French super-premium sparkling wine Luc Belaire, a range of Caribbean rums sold under the Bumbu brand, Brazilian gin McQueen and the Violet Fog, and French liqueur Villon.

Pernod chairman and CEO Alexandre Ricard said: “Our partnership with Sovereign Brands has already proven to be very successful, with brands such as Bumbu and Luc Belaire now reaching an ever growing number of consumers in the US and abroad. I believe we are perfectly matched as two consumer-centric companies with a shared commitment of creativity, innovation, and brand building.”

The two companies also allegedly have joint projects underway “with an initial brand planned for a full scale launch in the coming months”.

Meanwhile, Pernod Ricard has also reportedly upped its Mexican spirits presence through the Nocheluna Sotol buy – a brand that has been launched this month in Mexico and the US.

The Drinks Business