Pernod Ricard UK is showing its intention to become a serious player in wine as well as in spirits with the creation of a dedicated sales and marketing wine team.
The company has announced that the integration of wine brands
it acquired from Allied Domecq will be fully completed by Monday (January 23) and the portfolio will be distributed through the new wine channel.
Pernod Ricard had seven wine brands until it acquired Allied Domecq last year, pushing it up to more than 30. It now distributes the top UK brands in three markets - Australia’s Jacob’s Creek, Spain’s Campo Viejo and New Zealand’s Montana - as well as Champagne brands GH Mumm and Perrier-Jouët.
“The expertise brought by the Allied wine team has boosted this side of the business, which is why we created the channel,” said Vanessa Bouganim, head of corporate communications.
Bouganim said the new team meant Pernod would have experts in the field for both spirits and wine, instead of a combined approach. Its Vitica portfolio of wine brands in development will no longer operate as a separate division.
Neil Phillips, formerly general manager of Vitica, will continue to head up development brands in the new wine channel.
Adrian Atkinson has been appointed wine development director. Ian Minichiello, who led Allied Domecq Wine UK, will be channel director for wines.
Sonya Hook