Pernod changes target growth in US ‘battlefield’

Pernod Ricard has revealed further changes to its US unit, making a raft of executive appointments as part of the group’s aim to “win in this battleground”.

Pernod Ricard has made further changes to its US executive team and organisation

Pernod Ricard USA has already undergone “significant changes” following a “business transformation project” launched 18 months ago. The project has an objective to grow value market share in a “sustainable way”, targeting 4-5% growth.

Pernod has already implemented a new route-to-market strategy and upped its focus on premiumisation and innovation, in addition to creating the new Pernod Ricard North America (including US and Canada) unit in recent weeks.

Now, Pernod Ricard USA has reorganised its marketing team into separate brand units, reorganised its commercial team to reflect a “clear state focus”, and created a New Brand Ventures department.

In the executive team, Jeff Agdern, currently SVP, wines and Champagnes, has been appointed SVP, New Brand Ventures ­– Pernod Ricard USA’s soon-to-be-established “incubation” division that will redefine how future growth brands are built.

Agdern will be succeeded by James Slack, currently VP marketing, Pernod Ricard China, whose own replacement will be announced at a later date.

Dan Denisoff, SVP operations, Pernod Ricard USA, will leave the company on 30 June 2016 and will be succeeded by Jim Stanski, currently VP operations, Hiram Walker & Sons Ltd. A new position of SVP, corporate communications & CSR will also be created and a search is currently underway.

The spirits marketing team has created new roles organised into brand units “around moments of conviviality”.

Joao Rozario, VP marketing, is now charge of the moment of conviviality ‘Let Loose’ (Absolut, Beefeater); Sona Bajaria, VP marketing, is in charge of the moment of conviviality ‘High-end Drinks’ (The Glenlivet, Redbreast, Midleton and Powers); Kate Pomeroy, VP marketing, will oversee the moment of conviviality ‘Hanging out’ (Malibu, Kahlua and Seagram’s); Martin De Dreuille, VP marketing, will oversee the moment of conviviality ‘Out to Impress’ (Avion, Martell, Chivas, Royal Salute).

Also in the spirits marketing team, Jeffrey Moran has been named VP, influencer engagement and marketing activation services, and Melvina El Grably has been appointed VP, consumer planning and innovation.

In the commercial team, Pat Magee, Brian Mequet, Jim Green, Mike Fuller, Melissa Linehan, Steve Crites, BJ Vorderer, Scott Moore and Shawn Higgins have all joined Pernod Ricard USA’s new Spirits Sales organisation.

Meanwhile, Louise Ryan, currently strategy and insights director at Pernod’s Irish whiskey unit Irish Distillers, has been appointed managing director, Ireland, replacing Pat Magee, who has been named general manager, Florida at Pernod Ricard USA.

All appointments are effective from 1 July.

“Winning in the USA is a top priority for Pernod Ricard,” said Alexandre Ricard, CEO of Pernod Ricard. “We must win in this battleground to deliver our Group mid-term topline 4 to 5% growth objective.”