Monday, November 28, 2022

Pernod Ricard deepens partnership with Sovereign Brands

Pernod Ricard is to significantly increase its minority stake in Sovereign Brands’ portfolio of super premium wine and spirits brands, strengthening the long-term partnership initiated in September 2021.

Sovereign Brands is a family company founded by brothers Brett and Brian Berish. It is currently one of the fastest-growing companies in the beverage alcohol industry.

Over the last 12 months, and in the frame of their long term partnership, Pernod Ricard and Sovereign Brands have significantly accelerated the growth of Sovereign’s brand portfolio including French super-premium sparkling wine Luc Belaire (circa 1 million 9L cases in 2021), a range of Caribbean rums sold under the Bumbu brand (circa 300K 9L cases in 2021), the Brazilian gin McQueen and the Violet Fog and the French liqueur Villon.

Both companies have also initiated a number of joint incubation projects, with an initial brand planned for a full scale launch in the coming months.

Pernod Ricard says this additional investment is in line with its strategic plan Transform & Accelerate and reflects its ambition to further enhance its consumer-centric portfolio development and invest in anticipated growth categories.

Closing, which is expected to occur in November 2022, remains subject to fullfilment of customary closing conditions, including regulatory clearances.

“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,” says Alexandre Ricard, chairman and CEO of Pernod Ricard.

Brett Berish, CEO of Sovereign Brands, says: “In the year since we first announced our partnership with Pernod Ricard, everything that we could have hoped for from the relationship has come to pass. With the upcoming launch of our innovative first joint brands together, it’s the perfect time to deepen our partnership.”

A message from the Editor:

Thank you for reading this story on our news site - please take a moment to read this important message:

As you know, our aim is to bring you, the reader, an editorially led news site and magazine but journalism costs money and we rely on advertising, print and digital revenues to help to support them.

With the Covid-19 pandemic having a major impact on our industry as a whole, the advertising revenues we normally receive, which helps us cover the cost of our journalists and this website, have been drastically affected.

As such we need your help. If you can support our news sites/magazines with either a small donation of even £1, or a subscription to our magazine, which costs just £31.50 per year, (inc p&P and mailed direct to your door) your generosity will help us weather the storm and continue in our quest to deliver quality journalism.

As a subscriber, you will have unlimited access to our web site and magazine. You'll also be offered VIP invitations to our events, preferential rates to all our awards and get access to exclusive newsletters and content.

Just click here to subscribe and in the meantime may I wish you the very best.
















Latest news

Related news

By continuing to use the site, you agree to the use of cookies. more information

The cookie settings on this website are set to "allow cookies" to give you the best browsing experience possible. If you continue to use this website without changing your cookie settings or you click "Accept" below then you are consenting to this.

Close