DE4CC0DE-5FC3-4494-BCBF-4D50B00366B5
Drinks

Pernod Ricard Adds US Premium Brand Rabbit Hole Whiskey To Its Portfolio

By Dayeeta Das
Share this article
Pernod Ricard Adds US Premium Brand Rabbit Hole Whiskey To Its Portfolio

Pernod Ricard said on Friday it was acquiring Kentucky-based Rabbit Hole Whiskey, a high-end whiskey and bourbon maker founded seven years ago, as it seeks to expand its portfolio of specialty brands.

Pernod, the world's second-largest spirits group after Diageo, did not disclose the value of the deal.

'Long-Term Investment Strategy'

"This partnership is the perfect implementation of our long-term investment strategy to create sustainable value," Pernod Ricard's chief executive Alexandre Ricard said in a statement.

"Rabbit Hole is a fast-growing brand, strongly rooted in its (territory) and very well positioned in the high-end bourbon and Kentucky whiskey categories," he said.

Founded in 2012 by whiskey maker Kaveh Zamanian, Rabbit Hole produces 1.2 million gallons annually.

ADVERTISEMENT

Zamanian said Pernod Ricard, which is under pressure from activist investor Elliott to improve profit margins and corporate governance, would use its distribution network to expand Rabbit Hole to new customers.

News by Reuters, edited by ESM. Click subscribe to sign up to ESM: European Supermarket Magazine.

Get the week's top grocery retail news

The most important stories from European grocery retail direct to your inbox every Thursday

Processing your request...

Thanks! please check your email to confirm your subscription.

By signing up you are agreeing to our terms & conditions and privacy policy. You can unsubscribe at any time.