While Pernod Ricard is boosting its visibility across the Atlantic by extending its agreement with AEG Global Partnerships, which manages commercial partnerships with major sports and entertainment venues, the situation is tense for its champagne business under the Mumm brand. LVMH is also experiencing difficulties with these assets, which are grouped together in its Wines and Spirits division, which Alexandre Arnault and Jean-Jacques Guiony have been tasked with reviving.
Pernod Ricard is boosting its visibility in the US.
The US subsidiary of the French wine and spirits giant has just announced the extension for several years of its agreement, established a decade ago, with AEG Global Partnerships. The latter handles all commercial partnerships related to its assets around the world, including venues, stadiums, festivals, artist tours, and sporting events.
Boosting its appeal across the Atlantic
With the Trump administration temporarily reducing tariffs on European wines and spirits to 10%, the group has every interest in making itself and its brands more appealing than ever to American consumers. Pernod Ricard’s portfolio includes Malibu white rum, Absolut vodka, Jameson Irish whiskey, Codigo 1530 tequila, and Mumm champagne.
Discover our plans Subscribe for 1€ Become an active member of the community of luxury leaders.
To continue reading this article, subscribe or log in to your account
Read also > LVMH renews its management structure
Featured photos: © Unsplash
