MOST COMPREHENSIVE ROUTE TO MARKET
Rabbit Hole Distillery, Louisville, Kentucky
USA
Deploying a comprehensive consumer-centric strategy, it’s an exciting time for Pernod Ricard USA, with our core brands supported by new opportunities and growth relays.
Rapid growth in booming categories
As we continue to take account of the demographic shifts that are driving new consumer behaviours, several brands in our wider portfolio are well positioned to catapult forward in the US.
Jameson remains in growth and gaining share in a growing North American and Irish Whiskey category. With Jameson Orange we have expanded consumption occasions and tapped into a more diverse consumer profile. With Jameson Black Barrel we continue to reinforce the quality credentials of the brand.
Martell continues to win over consumers and gain distribution. The brand increased market share, growing 4% in Off Premise sales over the year, 13pts better than the cognac category overall. Martell’s consumers value Prestige brands and we’re consistently engaging with them through our multicultural brand activations.
American whiskey is another area that continues to spotlight the high demand for premium spirits. Jefferson’s grew ahead of the category in both Off Premise and On Premise sales during the year, while Rabbit Hole is also growing rapidly: double the category in both the Off Premise and On Premise (control states), where distribution rose by 10%.
Read more about our US whiskey portfolio developments on page 41.
Expanding the portfolio
FY23 was a very active year in the US, with over €1 billion invested to complement our portfolio in attractive categories across the continent.
In the fast-growing tequila category, we strengthened our portfolio by taking a majority stake in Código 1530 Tequila. With Código joining Altos, Avion, and Del Maguey, we are now present across all agave price points. Early in 2023, we further boosted our presence in the category with the launch of Del Maguey Vida Puebla, which invites new drinkers to mezcal.
Spirits isn’t the only area where we’re making inroads into the US marketplace.
In the summer of 2023, we launched two Provence rosé wines - Symphonie and Fantastique from Sainte Marguerite en Provence. Loved for their finesse and elegance, these wines were established by the Fayard family in 1977 - and we will maintain and nurture the authentic spirit of Provence as we develop the brand in the US.
Read more about our acquisition strategy and recent acquisitions page 28.