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Pernod Ricard To Collaborate With Lafayette Imports

Published on Mar 19 2021 12:29 PM in Drinks tagged: Pernod Ricard / Beverage / Collaboration / Lafayette Imports / Brand Building

Pernod Ricard To Collaborate With Lafayette Imports

Pernod Ricard has announced a collaboration with Lafayette Imports, a new company founded by Biggar & Leith partners Elwyn Gladstone and Mark Teasdale.

The alcoholic beverage producer hopes the new venture will improve the brand-building capabilities of certain 'super-premium' brands in the group’s portfolio.

Collaboration

The collaboration sees Lafayette Imports take on Pernod Ricard’s Plymouth Gin, Powers Irish Whiskey, and a range of craft Irish Whiskey brands including Knappogue Castle Single Malts and Clontarf.

These brands will be combined with Biggar & Leith’s spirits portfolio of Spytail Rum, Hotel Starlino Vermouth, Stambecco Amaro, The Gladstone Axe Malt Scotch, Shanky’s Whip, and The Butterfly Cannon Tequila to create a wide portfolio of imports in fast-growing categories.

Alexandre Ricard, chairman and CEO of Pernod Ricard, highlighted the potential of the brands that fall into the Lafayette Import remit now, and believes the group's “the dedicated and fit for purpose approach allows these brands to have renewed development and to meet new consumers."

Ricard added that "the Gin Hub and Irish Distillers global brand companies will work closely with Lafayette Imports to support this innovative approach.”

'Driven By Innovation'

Mark Teasdale, partner, Lafayette Imports, said “the spirits market is driven by innovation and premium high-quality brands with provenance and heritage."

Teasdale added, "The group is excited to be bringing our expertise, track-record and know-how to an entirely new company which will house a noteworthy portfolio of brands in exciting categories with huge growth potential.”

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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