Pernod Ricard names CEOs to lead business restructure
Nodjame Cecile Fouad and Stéphanie Durroux will lead Pernod Ricard’s newly restructured global operations as CEOs.
The French firm has split its business into two divisions: aged spirits (Gold) and unaged spirits (Crystal). When the move was announced last June, Pernod said it was to create a “more agile and simplified organisation”.
Nodjame Cecile Fouad, who held the role of CEO of Irish Distillers, will head up the Gold Unit. The newly created division is dedicated to aged spirits and Champagne, featuring Scotch whisky brands The Glenlivet, Chivas Regal and Royal Salute, as well as Jefferson’s Bourbon, Irish whiskey Redbreast and Martell Cognac.
A Pernod spokesperson said: “Irish Distillers’ portfolio of Irish whiskeys, led by Jameson, the world’s best-selling and most awarded Irish whiskey, will play a critical role”.
Stéphanie Durroux, CEO of the Absolut Group, will lead the unaged portfolio, or Crystal Business Unit. The new division oversees the company’s clear spirits and ready-to-drink (RTD) portfolio, which holds brands such as Absolut Vodka, Malibu, Olmeca, Havana Club, Altos, Del Maguey and Monkey 47.
A spokesperson from Pernod said of the Crystal Unit: “This new unit will be dedicated to non-aged spirits, primarily composed of premium vodka, Tequila, gin, rum and aperitif brands, as well as the RTD category, acting as a powerful platform to unlock the potential of these vibrant, mixable, premium-and-above brands.”
Speaking to The Spirits Business, Durroux said: “The biggest change for me would be that I used to have a smaller portfolio, and now there are more categories. When you have gin and Tequila and vodka and so on, [you need] to understand for a given market what has the highest chances to win share. Which do we prioritise? Where should we invest more? If you have two or three brands, you want to boost them all in a given market, but if you have a large portfolio, it’s all about prioritisation.”
She added that she hopes to maintain a sense of “consumer centricity”. “If you look at the portfolio, competition is really high. Consumers are changing a lot. They can switch from category, so being a bit obsessed with what they need is key,” she said.
Tommy Keane, operations director at Irish Distillers, has become chairman of Irish Distillers, reporting to Fouad and representing the business in Ireland.
In a statement on LinkedIn, Fouad said: “After more than three and a half years leading Irish Distillers, I have been given the privilege to expand my remit to CEO of Pernod Ricard’s new aged spirits and Champagne division, which brings together Irish Distillers, Chivas Brothers, Martell, Mumm Perrier-Jouët and North American Distillers.
“The portfolio is made up of incredible brands, including: Jameson, the world’s best-selling and most awarded Irish whiskey; Martell, the number-one international prestige Cognac; ChivasRegal, the number one super-premium Scotch whisky in Europe and Asia; and Jefferson’s, a standout Bourbon celebrated for its pioneering spirit and innovation.
“I’ve spent recent weeks visiting teams at some of our 40-plus sites across the world, from Kilmalid in Scotland to Walkerville in Canada and our Gallienne vitiforest in France. What struck me most during each of those visits was the passion of our colleagues, the depth of their expertise, the care taken at every stage, and the pride in doing things well.
“It’s that commitment that gives our brands their strength and character – and I’m looking forward to working with my team across England, Scotland, Ireland, France and North America to take our brands to the next level.”
In other recent news, Irish Distillers has confirmed it will implement a price increase in Ireland for some of the brands in its portfolio.
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