Pernod and Southern

Pernod Ricard USA, the premium spirits and wine company in the U.S., today announced that, effective July 1, 2014, it will expand its relationship with Southern Wine & Spirits of America, Inc. (Southern), the nation’s largest spirits and wine distributor, to 33 markets, while further strengthening ties between the two companies.  The appointments – which come after an extensive review process — expand Southern’s national footprint with Pernod Ricard by adding 4 Control States: Alabama, Michigan, Mississippi and Ohio, thus making Southern the exclusive spirits broker for Pernod Ricard in all 17 Control State markets.   In addition, Southern will represent Pernod Ricard USA for wine and spirits distribution in 16 markets: Alaska, Arizona, California, Colorado, Delaware, Florida, Hawaii, Illinois, Indiana, Kentucky, Minnesota, New Mexico, Nevada, New York, South Carolina and Washington.

“Pernod Ricard has a strong relationship and a proven track record of success with Southern,” said Bryan Fry, President and CEO, Pernod Ricard USA.  “Our renewed partnership with Southern Wine & Spirits significantly enhances our powerful route to consumers and immediately gives us a competitive advantage by further strengthening our joint execution of brand-building programs.”

Wayne E. Chaplin, Southern’s President and Chief Operating Officer, said Southern is “thrilled by the growing relationship” with Pernod Ricard. “Becoming the exclusive broker for Pernod Ricard in all Control States and strengthening our relationship in our current markets are a great vote of confidence in our capabilities,” he said.   The new partnership also calls for Southern to be the broker for Pernod Ricard in the Wines Control States of Mississippi, New Hampshire, Pennsylvania, Utah and Wyoming.

Chaplin added, “Southern is excited to accelerate the momentum enjoyed by Pernod Ricard’s powerful portfolio across the U.S.  I am looking forward to Southern and Pernod Ricard USA’s leadership teams  developing even stronger, mutually beneficial ways of working, while integrating Pernod Ricard’s spirits and wine portfolios more closely in selected channels and markets.”

Fry said the new relationship will “harness the power of our premium brands by enabling both Pernod Ricard USA and Southern to better capitalize on such key business drivers as innovation, multicultural marketing, digital media and the growth of chain stores.”