Pernod forms global brand company for American Whiskey

Pernod Ricard has announced the creation of a new global brand company, North American Distillers Limited (NADL), marking a significant expansion of its American Whiskey portfolio. This move follows substantial investments in the thriving American whiskey category and aims to align with the company's growth ambitions.

Richard Black, a veteran in the spirits industry with 23 years at Pernod Ricard, will oversee NADL as its CEO.

NADL will prioritise operational excellence, emphasising safety, quality, and sustainability. A key project under its oversight is the highly anticipated Jefferson's distillery, currently under construction in Kentucky, which aims to set new industry standards.

In a statement, Black highlighted the dynamic nature of the American whiskey market and the portfolio's potential for future growth. He emphasized the company's ambitious investments in brands like Jefferson's, Rabbit Hole, Smooth Ambler, Skrewball, and TX. "My mission is to harness this potential and drive a singular focus on these brands and our operations, creating a top-tier marketing and sustainable operations team," Black stated.