Brands change hands after acquisition of Seagram Drinks

- Last updated on GMT

Related tags: Pernod ricard

Drinks brands are changing hands as the dust settles from Pernod Ricard and Diageo's acquisition of Seagram Drinks.Pernod Ricard and Diageo said they...

Drinks brands are changing hands as the dust settles from Pernod Ricard and Diageo's acquisition of Seagram Drinks.

Pernod Ricard and Diageo said they hoped to start integrating Seagram's brands in April after their joint £5.5bn deal is approved by competition authorities.

Seagram has also given up its global rights to Absolut after the vodka's Swedish owner Vin & Sprit (V&S) joined drinks marketing and distribution giant Maxxium.

V&S has become the fourth partner in Maxxium along with Rémy Cointreau, Highland Distillers and Jim Beam Brands.

Absolut and V&S' Plymouth Gin join other Maxxium brands, such as Vladivar vodka, The Famous Grouse and The Macallen whiskies, Cointreau liqueur and Rémy Martin cognac.

Pernod Ricard chairman Patrick Ricard said it had received approaches from would-be buyers interested in Seagram drinks brands that it did not want to keep.

He added that disposals should be completed within the year, although he would not reveal which companies were interested in them.

It also said it was the sole bidder in talks with the Polish government to buy Polmos Poznan, the distillery that produces premium vodka Wyborowa.

Pernod Ricard is understood to want Martell cognac, Seagram's Gin and Chivas Regal and Glenlivet whiskies, while Diageo's Guinness UDV is believed to be after Myers and Captain Morgan rums and Crown Royal Canadian whisky.

According to press reports, Pernod Ricard has made it clear that it intends to sell other Seagram brands, such as Sandeman port and sherry, Four Roses bourbon and Passport scotch, within the year.

Related topics: Beer, Spirits & Cocktails

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