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Collaboration

Pernod Ricard Collaborates with Lafayette Imports to Strengthen Brand-building capabilities

Pernod Ricard announces a collaboration with Lafayette Imports, a new company founded by Biggar & Leith partners Elwyn Gladstone and Mark Teasdale. The new venture will bring unique brand-building capabilities to certain super-premium brands in the Group’s portfolio.

Lafayette Imports will take on Pernod Ricard’s Plymouth Gin, Powers Irish Whiskey and a range of craft Irish Whiskey brands including Knappogue Castle Single Malts and Clontarf. These brands will be combined with Biggar & Leith’s spirits portfolio of Spytail Rum, Hotel Starlino Vermouth, Stambecco Amaro, The Gladstone Axe Malt Scotch, Shanky’s Whip and The Butterfly Cannon Tequila to create a dynamic portfolio of noteworthy imports in fast growing and dynamic categories.

Alexandre Ricard, Chairman and CEO of Pernod Ricard, said: “Plymouth, Powers, Knappogue Castle and Clontarf have strong potential in growing categories. As we strive to constantly strengthen our brand-building, this dedicated and fit for purpose approach allows these brands to have renewed development and to meet new consumers. The Gin Hub and Irish Distillers global brand companies will work closely with Lafayette Imports to support this innovative approach.”

For Lafayette Imports, Mark Teasdale commented: “The Spirits market is driven by innovation and premium high-quality brands with provenance and heritage. We are excited to be bringing our expertise, track-record and know-how to an entirely new company which will house a noteworthy portfolio of brands in exciting categories with huge growth potential.”

Source: Pernod Ricard
Photo: ©iStockphoto | MaximFesenko

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