Pernod Ricard agrees deal for Wyborowa vodka

Related tags Pernod ricard

Pernod Ricard has pledged to develop Wyborowa vodka into a major global brand after buying its Polish producer for over £50m.The Paris-based drinks...

Pernod Ricard has pledged to develop Wyborowa vodka into a major global brand after buying its Polish producer for over £50m.

The Paris-based drinks giant has acquired Poland's second largest vodka maker, Polmos Poznan, from the country's government.

Pernod Ricard's managing director Pierre Pringuet said: "We had been missing a leading Polish vodka brand in our product portfolio and Wyborowa fits that slot perfectly."

But the brand will not switch to the group's British subsidiary PR Brands UK, which handles its whiskies, Jameson, Pernod, Havana Club and Wild Turkey.

It will remain under a long-term contract with Marblehead Brand Development, which has driven up sales in British pubs and bars since 1995.

Wodka Wyborowa is Poland's leading export brand which has been developed into a string of flavours such as peach, melon and pineapple.

In Marblehead's hands, the brand has grown year-on-year in the UK. Last year, it was up by 28 per cent and this year it is on target to reach nearly 50,000 cases.

Separately, Pernod Ricard has also signed a five-year agreement with Polish distiller Polmos Bialystok for distribution of its Zubrowka bison grass vodka in Europe, excluding Poland and Russia. Marblehead also handles Zubrowka in the UK.

Marblehead, which dates back to 1967, has helped to build up some of the leading UK brands, such as Absolut vodka and Maker's Mark bourbon, before they were surrendered back to their owners. Its current portfolio also includes Bisquit cognac and Sapporo beer.

Related topics Spirits & Cocktails

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