Pernod Ricard USA's New Route to Market Approach Deepens Wholesaler Partnerships and Sharpens Portfolio Focus for Growth
Pernod Ricard USA (OTC:PDRDF) has announced a comprehensive transformation of its Route-to-Market (RTM) strategy under new Chief Commercial Officer Paul Basford. The company has established two new commercial divisions: an RTD Division focusing on Ready-to-Drink products, and a GEM Division for incubating high-potential brands.
The RTD Division has partnered with Reyes Beverage Group and Crescent Crown across seven states, while the GEM Division adopts a state-by-state distributor approach with partners including Crescent Crown and Johnson Brothers/Maverick. The company maintains its mainline portfolio relationships with key distributors like Southern Glazer's Wine and Spirits and Republic National Distributing Company.
The transformation includes significant investments in commercial capabilities, including an expanded On-Premise Division and enhanced Revenue Growth Management utilizing advanced analytics.
Pernod Ricard USA (OTC:PDRDF) ha annunciato una trasformazione completa della sua strategia Route-to-Market (RTM) sotto la guida del nuovo Chief Commercial Officer Paul Basford. L'azienda ha creato due nuove divisioni commerciali: una Divisione RTD dedicata ai prodotti Ready-to-Drink e una Divisione GEM per l'incubazione di marchi ad alto potenziale.
La Divisione RTD ha stretto partnership con Reyes Beverage Group e Crescent Crown in sette stati, mentre la Divisione GEM adotta un approccio distributivo stato per stato con partner come Crescent Crown e Johnson Brothers/Maverick. L'azienda mantiene inoltre le relazioni con i distributori principali del portafoglio core, tra cui Southern Glazer's Wine and Spirits e Republic National Distributing Company.
La trasformazione prevede investimenti significativi nelle capacità commerciali, con un'espansione della Divisione On-Premise e un potenziamento del Revenue Growth Management tramite analisi avanzate.
Pernod Ricard USA (OTC:PDRDF) ha anunciado una transformación integral de su estrategia Route-to-Market (RTM) bajo el nuevo Chief Commercial Officer Paul Basford. La compañía ha creado dos nuevas divisiones comerciales: una División RTD centrada en productos Ready-to-Drink y una División GEM para incubar marcas de alto potencial.
La División RTD se ha asociado con Reyes Beverage Group y Crescent Crown en siete estados, mientras que la División GEM adopta un enfoque por estado con distribuidores asociados como Crescent Crown y Johnson Brothers/Maverick. La compañía mantiene sus relaciones con los distribuidores clave de su portafolio principal, incluidos Southern Glazer's Wine and Spirits y Republic National Distributing Company.
La transformación incluye inversiones significativas en capacidades comerciales, con una División On-Premise ampliada y un fortalecimiento del Revenue Growth Management mediante analítica avanzada.
Pernod Ricard USA (OTC:PDRDF)는 새로운 최고상업책임자(Chief Commercial Officer) 폴 베이스포드(Paul Basford) 체제에서 유통 전략(Route-to-Market, RTM)을 전면 개편한다고 발표했습니다. 회사는 두 개의 새로운 상업 부문을 신설했습니다: RTD(Ready-to-Drink) 제품에 집중하는 RTD 부문과 잠재력이 높은 브랜드를 육성하는 GEM 부문입니다.
RTD 부문은 Reyes Beverage Group 및 Crescent Crown과 7개 주에서 제휴를 맺었고, GEM 부문은 Crescent Crown 및 Johnson Brothers/Maverick 등 파트너와 주별 유통사 접근 방식을 채택했습니다. 또한 Southern Glazer's Wine and Spirits 및 Republic National Distributing Company 등 주요 유통사와의 기존 메인라인 포트폴리오 관계는 유지됩니다.
이번 개편에는 상업 역량에 대한 대규모 투자도 포함되며, On-Premise 부문의 확대와 고급 분석을 활용한 Revenue Growth Management 강화가 이루어집니다.
Pernod Ricard USA (OTC:PDRDF) a annoncé une transformation complète de sa stratégie Route-to-Market (RTM) sous la direction du nouveau Chief Commercial Officer Paul Basford. La société a créé deux nouvelles divisions commerciales : une division RTD dédiée aux produits Ready-to-Drink et une division GEM pour incubateur de marques à fort potentiel.
La division RTD s'est associée à Reyes Beverage Group et Crescent Crown dans sept États, tandis que la division GEM adopte une approche distributeur par État avec des partenaires tels que Crescent Crown et Johnson Brothers/Maverick. La société conserve ses relations avec les principaux distributeurs de son portefeuille principal, notamment Southern Glazer's Wine and Spirits et Republic National Distributing Company.
La transformation comprend des investissements significatifs dans les capacités commerciales, avec une division On-Premise élargie et un renforcement du Revenue Growth Management grâce à des analyses avancées.
Pernod Ricard USA (OTC:PDRDF) hat unter dem neuen Chief Commercial Officer Paul Basford eine umfassende Neuausrichtung seiner Route-to-Market-(RTM-)Strategie angekündigt. Das Unternehmen hat zwei neue kommerzielle Divisionen eingerichtet: eine RTD-Division für Ready-to-Drink-Produkte und eine GEM-Division zur Förderung vielversprechender Marken.
Die RTD-Division arbeitet in sieben Bundesstaaten mit Reyes Beverage Group und Crescent Crown zusammen, während die GEM-Division einen zustandsweisen Distributoransatz verfolgt und Partner wie Crescent Crown und Johnson Brothers/Maverick einbindet. Die Beziehungen zu den Hauptdistributoren des Kernportfolios, darunter Southern Glazer's Wine and Spirits und Republic National Distributing Company, bleiben bestehen.
Die Transformation umfasst erhebliche Investitionen in kommerzielle Fähigkeiten, einschließlich einer erweiterten On-Premise-Division und einem ausgebauten Revenue Growth Management unter Einsatz fortschrittlicher Analytik.
- Strategic expansion into fast-growing Ready-to-Drink (RTD) category with dedicated division
- New partnerships with major distributors including Reyes Beverage Group and Crescent Crown
- Investment in commercial capabilities and analytics-driven revenue management
- Creation of specialized GEM Division for high-potential brand development
- Complex transition period as new distribution partnerships are implemented
- Potential execution risks from managing multiple distribution channels
Following the appointment of Chief Commercial Officer Paul Basford, who joined the company in December 2024, the organization has reimagined its Route-To-Market (RTM) approach, sharpened its portfolio focus to maximize potential, and deepened its commitment to distributor partnerships.
"Our commercial strategy is built on a simple but powerful idea: focus with intent, and partner with excellence," said Paul Basford, Chief Commercial Officer, Pernod Ricard USA. "We have an iconic portfolio, and this new strategy allows us to sharpen our focus while partnering with some of the most respected distributors in the industry, aligning on shared goals and unlocking all opportunities for growth."
The new divisions outlined below, complement Pernod Ricard USA's mainline portfolio, which continues to be managed by its long-standing and trusted distributor partners—most notably Southern Glazer's Wine and Spirits, Republic National Distributing Company, Martignetti Companies, Breakthru, Allied Beverage Group, Empire Distributors, Fedway Associates and
These partnerships are built on trust, shared ambition, and a commitment to growth. By aligning dedicated teams to high-growth segments while complementing the existing strong distributor relationships, Pernod Ricard USA ensures all key brands receive the focus and support needed for sustainable growth.
A New Commercial Structure for a New Era
As part of this transformation, Pernod Ricard USA has established two new commercial divisions to complement and support its core portfolio strategy. These divisions are supported by new distributor partnerships tailored to their unique needs:
- RTD Division – Focused on the fast-growing Ready-to-Drink category, this team brings dedicated execution and agility to one of the industry's most dynamic segments. Based on their proven track records and extensive market experience, Reyes Beverage Group, Crescent Crown and their network partners have been selected as new distributors across seven key states. They join a roster of existing RTD distribution partners — including Southern Glazer's Wine & Spirits and Republic National Distributing Company — with a shared mission to amplify and accelerate ambitious growth plans for a strong portfolio of ready-to-drink offerings from global icons like Malibu, Jameson, and most recently, The Absolut Ocean Spray® RTD line. This went into effect on May 1st.
- GEM Division – Tasked with incubating and scaling the next generation of high-potential brands, this division will ensure they receive the focus and care needed to thrive. A bespoke state-by-state distributor approach will provide tailored support - introducing new partners like Crescent Crown and Johnson Brothers/Maverick, while building existing ties with partners like Southern Glazer's Wine & Spirits, Republic National Distributing Company, Breakthru, Heidelberg, and Martignetti Companies. This goes into effect on September 1st.
Investing in Capabilities and Talent
The new strategic transformation goes beyond structure. Pernod Ricard USA has made significant investments in its commercial capabilities, including:
- Expanded On-Premise Division – Focused on elevating on-trade visibility and execution, ensuring Pernod Ricard brands are executed with impact where it matters most in this critical brand building channel.
- Enhanced Revenue Growth Management (RGM) – Leveraging advanced analytics and post-event analysis to drive pricing precision and maximize value capture.
- Talent for the Future – Investing with renewed focus on developing 'best-in-class' commercial capabilities and empowering top commercial talent to lead the business into the future.
A Clear Vision for Growth
This strategy reflects Pernod Ricard USA's commitment to building a more focused, agile, and performance-driven commercial organization—one that is equipped to lead in today's competitive landscape and prepared to seize tomorrow's opportunities.
"We are building a commercial organization that is not only fit for today but future-ready," added Basford. "This is about more than structure—it's about world class execution, winning mindset, clear accountability, and meaningful partnerships. We're excited for what's ahead."
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Graeme.gardiner@pernod-ricard.com
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