USA – French spirits giant Pernod Ricard has named Richard Black as the CEO of its newly established global brand company, North American Distillers (NADL).
This strategic move aims to bolster the company’s growing American whiskey portfolio and operations.
NADL will play a crucial role in the next phase of Pernod Ricard’s commitment to American whiskey, an area in which the company has invested significantly.
The American whiskey brands under Pernod Ricard’s umbrella include Jefferson’s, TX, Rabbit Hole, Smooth Ambler, and the peanut-butter-flavored Skrewball.
One of NADL’s primary responsibilities will be overseeing the opening of Jefferson’s new carbon-neutral Bourbon distillery, currently under construction in Kentucky.
The project is estimated to cost around US$250 million and represents a major investment in sustainable production practices.
Richard Black, who has been with Pernod Ricard for 23 years, will lead NADL. His extensive experience within the company includes time at Chivas Brothers and his most recent role as global marketing director for Martell Cognac in Paris.
Black expressed enthusiasm for his new role, stating, “American whiskey is a dynamic spirits category, and our portfolio shows immense potential for future growth. Our investments in Jefferson’s, Rabbit Hole, Smooth Ambler, Skrewball, and TX underscore our ambitious commitment. My mission is to harness this potential and drive a singular focus on these brands and our operations.”
Supporting Black at NADL is a team of seasoned operations and American whiskey specialists. This includes Pierre Joncourt, the current SVP of operations for Pernod Ricard North America, and Bourbon Hall of Famer Kaveh Zamanian, founder of Rabbit Hole Whiskey, who will guide the liquid strategy for the entire North American whiskey portfolio.
NADL will follow a structure similar to Pernod Ricard’s Irish whiskey and Scotch divisions, Irish Distillers, and Chivas Brothers. It will be responsible for the global marketing strategy and production of its premium American whiskey brands.
In 2023, US spirits recorded significant export numbers, with American whiskey leading the push, accounting for 63 percent of all US spirits exports.
In the US, American whiskey also grew in value by 3.8 percent last year. Previously, in 2022, Pernod Ricard established a subsidiary, The American Whiskey Collective, dedicated to driving the growth of the company’s American whiskey brands.
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