Pernod targets Allied spot

- Last updated on GMT

Related tags: Pernod ricard

France's Pernod Ricard has pledged to knock Britain's Allied Domecq off the number two spot in the world league of drinks giants “relatively...

France's Pernod Ricard has pledged to knock Britain's Allied Domecq off the number two spot in the world league of drinks giants “relatively quickly”.It confirmed that its successful joint bid for Seagram Drinks boosted its position as number three globally, adding Martell cognac and Chivas Regal and Glenlivet whiskies.Fellow bidder Diageo strengthened the number one position of Guinness-UDV, which now owns Seagram's Captain Morgan and Myers rums and Crown Royal Canadian whisky.Pernod Ricard chief executive Patrick Ricard said: “We are close to the second company, so that's a good challenge for us to become the second biggest relatively quickly.”Allied is fighting to maintain its position, claiming it has the rights to Captain Morgan after agreeing a separate supply deal with the rum's Puerto Rican distiller. It also won the distribution rights to Stolichnaya outside of the UK and bought Mumm and Perrier-Jouet champagnes.Sweden's Vin & Sprit is looking separately for a partner to handle its Absolut vodka, another brand for which Seagram held distribution rights.

Related topics: Spirits & Cocktails

Follow us

Pub Trade Guides

View more

Headlines