Pernod Ricard is launching an ambitious restructuring plan to simplify its operations and cope with slowing sales in its key markets. The group plans to reorganize its brands around two main divisions, an initiative dubbed “Tomorrow 2”, which is also expected to result in job cuts.
This reorganization marks a major strategic shift for the world’s number two spirits group, which includes brands such as Martell, Jameson, Absolut and Havana Club.
Brands grouped into two divisions
As part of this plan, activities will henceforth be structured around two major divisions : Gold, which will integrate premium brands such as Martell cognac, Jameson whisky and the Group’s champagnes, while the Crystal division will bring together more accessible products such as Absolut vodka, Havana Club rum and several French aperitifs.
The aim of this overhaul is to centralize administrative functions and promote a more cross-functional approach to the brands, in order to improve operational efficiency. Until now, the brands operated relatively autonomously, resulting in duplication of management and support functions.
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Featured photo : © Pernod Ricard
