Pernod Ricard has announced the creation of a new business unit that will scale up and expand its existing direct-to-consumer (DTC) and B2B businesses geographically.
From Nov 2, the French spirits giant will bring together The Whisky Exchange, Drinks & Co and Bodeboca into the new unit to accelerate their progress made in recent years. The new entity will operate as an autonomous business unit within Pernod Ricard, reporting to group Chief Executive Alexandre Ricard.
The operation will be led by Nicolas Oudinot, a former leading executive at luxury goods fashion company Kering with a background in digital and innovation.
“I am thrilled to join Pernod Ricard in order to drive the transformation of the industry under the leadership of Alexandre Ricard,” said Oudinot in a statement.
“In a context of strong demand for high-end products and e-commerce growth in our industry, this new organization illustrates the tangible business impact of Pernod Ricard’s digital acceleration and transformation strategy and will enhance its competitive advantage in the distribution of premium+ spirits and wines, and related experiences,” Pernod Ricard said.
Pernod Ricard acquired The Whiskey Exchange last year for an undisclosed amount. The UK-based online retailer has been operating since 1999, during which time it has expanded to physical iterations, running three off-premise specialist stores in London. The Paris-based drinks giant bought Spanish e-commerce site Bodeboca in 2019.
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