Pernod Ricard to Revamp RGM, Analytics as Part of Route-to-Market Transformation
Pernod Ricard is undergoing a significant route-to-market transformation as part of its strategy to drive long-term, sustainable growth across its U.S. portfolio.
The spirits company is investing in its commercial capabilities to achieve this, elevating on-trade visibility and execution. To do so, it is upgrading its revenue growth management operations to leverage advanced analytics and post-event analysis so it can make smarter pricing decisions.
Pernod Ricard is also expanding its talent pool to support these advancements.
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As part of the effort, the company has launched two new commercial divisions through which it will support distributor partnerships and optimize its portfolio offerings.
The ready-to-drink (RTD) division will be focused on the respective category, such as offerings from brands Malibu and Jameson, including most recently the Absolut Ocean Spray RTD line. Reyes Beverage Group and Crescent Crown, along with their partners, will be new distributors across seven key states. They join a network that includes Southern Glazer's Wine & Spirits and Republic National Distributing Co.
The Gem division will help incubate and scale emerging, high-potential brands starting on Sept. 1. New partners Crescent Crown and Johnson Brothers/Maverick will support this segment along with existing distributors such as Southern Glazer's, Republic National, Breakthru, Heidelberg and Martignetti Cos.
The effort is being led by chief commercial officer Paul Basford, who joined the company last December.
He said in a statement that Pernod Ricard is building a future-ready commercial organization with a focus on more than just structural changes, but also cultivating meaningful relationships and setting clear accountability standards.
