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Pernod Ricard announces comprehensive transformation of its RTM strategy
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Monday, 01 September, 2025, 14 : 00 PM [IST]
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New York, USA
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Pernod Ricard USA announced a comprehensive transformation of its Route-to-Market (RTM) strategy, marking a pivotal step in the company's journey to unlock long-term, sustainable growth across its full US portfolio.
Following the appointment of chief commercial officer Paul Basford, who joined the company in December 2024, the organisation has reimagined its Route-To-Market (RTM) approach, sharpened its portfolio focus to maximise potential, and deepened its commitment to distributor partnerships.
Basford said, "Our commercial strategy is built on a simple but powerful idea: focus with intent, and partner with excellence. We have an iconic portfolio, and this new strategy allows us to sharpen our focus while partnering with some of the most respected distributors in the industry, aligning on shared goals and unlocking all opportunities for growth."
The new divisions complement its mainline portfolio, which continues to be managed by its long-standing and trusted distributor partners—most notably Southern Glazer's Wine and Spirits, Republic National Distributing Company, Martignetti Companies, Breakthru, Allied Beverage Group, Empire Distributors, Fedway Associates and Georgia/Tennessee Crown Distributing. These valued collaborators remain responsible for the majority of its commercial volume.
These partnerships are built on trust, shared ambition, and a commitment to growth. By aligning dedicated teams to high-growth segments while complementing the existing strong distributor relationships, it ensures all key brands receive the focus and support needed for sustainable growth.
As part of this transformation, it has established two new commercial divisions to complement and support its core portfolio strategy. These divisions are supported by new distributor partnerships tailored to their unique needs: RTD Division – Focused on the fast-growing Ready-to-Drink category, this team brings dedicated execution and agility to one of the industry's most dynamic segments. Based on their proven track records and extensive market experience, Reyes Beverage Group, Crescent Crown and their network partners have been selected as new distributors across seven key states. They join a roster of existing RTD distribution partners — including Southern Glazer's Wine & Spirits and Republic National Distributing Company — with a shared mission to amplify and accelerate ambitious growth plans for a strong portfolio of ready-to-drink offerings from global icons like Malibu, Jameson, and most recently, The Absolut Ocean Spray RTD line. This went into effect on May 1. GEM Division – Tasked with incubating and scaling the next generation of high-potential brands, this division will ensure they receive the focus and care needed to thrive. A bespoke state-by-state distributor approach will provide tailored support - introducing new partners like Crescent Crown and Johnson Brothers/Maverick, while building existing ties with partners like Southern Glazer's Wine & Spirits, Republic National Distributing Company, Breakthru, Heidelberg, and Martignetti Companies. This goes into effect on September 1.
The new strategic transformation goes beyond structure, the company has made significant investments in its commercial capabilities, including: Expanded On-Premise Division – Focused on elevating on-trade visibility and execution, ensuring the brands are executed with impact where it matters most in this critical brand building channel. Enhanced Revenue Growth Management (RGM) – Leveraging advanced analytics and post-event analysis to drive pricing precision and maximise value capture. Talent for the Future – Investing with renewed focus on developing 'best-in-class' commercial capabilities and empowering top commercial talent to lead the business into the future.
This strategy reflects its commitment to building a more focused, agile, and performance-driven commercial organisation—one that is equipped to lead in competitive landscape and prepared to seize tomorrow's opportunities.
"We are building a commercial organisation that is not only fit for today but future-ready. This is about more than structure—it's about world class execution, winning mindset, clear accountability, and meaningful partnerships. We're excited for what's ahead," concluded Basford.
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