Pioneering growth for whiskey in the US
Over the last decade, whiskey sales have exploded in the United States, ballooning from 22 million 9-litre cases sold in 2011 to almost 42 million in 2021.(1) To capitalise on this market potential and expand beyond its core business, Pernod Ricard is centralising its whiskey portfolio and debuting the American Whiskey Collective, a dedicated business unit to manage the marketing and development of our premium whiskey brands.
Centralising growth potential
The growth potential for American whiskey is enormous, with the market currently growing at more than twice the rate of the other top-five spirit categories.(1) The US in particular is driving this momentum, especially within the premium category, with 87% of its whiskey market growth coming from the super-premium or higher segments.(2) No stranger to this trend, Pernod Ricard began capitalising on whiskey market growth five years ago with a series of ambitious mergers and acquisitions moves, acquiring Smooth Ambler in 2017, then TX whiskey in 2019. That same year, the portfolio was further expanded with the purchase of Kentucky bourbon producer Rabbit Hole, as well as Castle Brands, the maker of Jefferson’s Bourbon.
As American whiskeys are expected to account for around one-fifth of Pernod Ricard’s US sales over the next five to ten years, the Group is capitalising on the strong growth - and growth potential - of its powerful American whiskey portfolio with the creation of the American Whiskey Collective. Responsible for achieving the business objectives of our American whiskey brands and leading strategy development, the American Whiskey Collective is a dedicated business unit that will create a unified approach to marketing, investment, innovation and strategy across all our American whiskey brands. It will also leverage Pernod Ricard’s global network and resources to drive global growth. With two of our brands sitting in the top 15 category growth drivers(3) (Jefferson’s at #10 and Rabbit Hole at #14),(4) the American Whiskey Collective lays a strong foundation for propelling future growth.
Reaching new audiences
The American Whiskey Collective aims to expand the classic spirit’s appeal beyond traditional consumers, further accelerating growth with a “new-fashioned” whiskey portfolio that is focused on pushing boundaries rather than strictly adhering to tradition. The Group’s American whiskey brands share a common narrative of building new traditions and are all classified as super-premium, ultra-premium or prestige whiskeys, making them both stalwarts for bourbon geeks and ideal first forays into whiskey excellence for the hobbyist, the intrigued and the casual drinker. As the Collective pioneers new opportunities for value creation and strives to better meet consumer needs, whiskey fans and amateurs alike stand to benefit from exciting new products coming straight from the American heartland.