French firm Pernod Ricard has big ambitions for American Whiskey after an acquisition spree last year that included Texas‐based Firestone & Robertson Distilling Co, Kentucky Bourbon producer Rabbit Hole, and Castle Brands. The acquisitions are part of Pernod Ricard’s grander Transform and Accelerate strategic plan, and all fit within the super‐premium and ultra‐premium segments.

Daniel Clarke, vice-president of marketing, new brand ventures for Pernod Ricard said the company is “constantly evaluating brands and partnerships in many spirits categories” and will “continue to be an industry consolidator.”

Source: The Spirits Business

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