Pernod Ricard hints at craft spirit launch

Pernod Ricard, the second largest drinks group in the world, has hinted it will launch a new craft spirit brand in the near future.

Could Pernod Ricard be about to launch a craft gin with provincial credentials like its existing Plymouth?

Having watched the emerging craft spirits category in the US and Europe “very carefully”, Pernod Ricard has admitted its interest in owning a craft brand of its own.

Pierre Pringuet, CEO of Pernod Ricard, told journalists today at its half-year presentation for 2012/13, to “not be surprised to see new initiatives” from the group in craft spirits.

He added that any activity from Pernod Ricard may not necessarily take the form of an acquisition, hinting at the launch of a completely new brand.

“Is craft something that has legs?” he said. “Will it become significant or will it remain niche? Is it the sort of thing the consumer will buy with no repurchase? It’s something we’re looking at carefully.”

He added that a new craft brand would embody the characteristics of quality craftsmanship – size, provenance, recipe and packaging – hinting that the new brand would not be an extension of one of the group’s existing international brands that are produced on a large scale.

Craft distillers –in the US, UK and in Western Europe – are increasingly becoming known as innovators for their ability to produce spirits on a small scale.

It’s thought that a move into craft spirits – particularly gin or whisky – would suit Pernod Ricard’s well-known interest in innovation.