Pernod Ricard divests Strategic Wine Brands 

AUSTRALIA – Pernod Ricard has announced the sale of its international strategic wine brands to Australian Wine Holdco, a consortium of international institutional investors and owner of Accolade Wines.  

This move aligns with Pernod Ricard’s strategy to enhance its premiumisation efforts, enabling the company to focus more resources on its portfolio of premium international spirits and champagne brands that drive business growth. 

The sale includes well-established wine brands produced by Pernod Ricard Winemakers, such as Jacob’s Creek, Orlando, and St Hugo from Australia; Stoneleigh, Brancott Estate, and Church Road from New Zealand; and Campo Viejo, Ysios, Tarsus, and Azpilicueta from Spain.  

These brands collectively account for over 10 million 9-litre cases annually and operate across seven wineries, encompassing vineyard-to-bottle production. 

By transferring its wine division to a globally scaled player dedicated exclusively to the wine industry, Pernod Ricard aims to provide its wine brands with the focused attention needed to maximise their potential, strengthen their market position, and capitalise on new global opportunities.  

This decision is expected to deliver sustainable value for shareholders, employees, clients, and partners. 

Wine sales constituted just 4 percent of Pernod Ricard’s sales in the financial year that ended in June 2023, following a 2 percent decline.  

The company stated that this deal would allow it to direct resources to brands that drive growth while ensuring that its former wine brands benefit from the expertise of a dedicated wine player with global sales capabilities. 

The deal is anticipated to be completed in the second half of 2025, pending customary closing conditions and regulatory approvals. 

Pernod Ricard partners Made for Drink 

Concurrently, Brancott Estate, a subsidiary of Pernod Ricard, has partnered with crisp maker Made for Drink to create two limited-edition crisp flavours designed to complement its flagship Marlborough Sauvignon Blancs.  

The two new flavours, Pickled Onion and Chilli & Lemon, have been crafted to reflect Brancott Estate’s unconventional approach to wine. 

Dan Featherstone, founder of Made for Drink, expressed enthusiasm for the partnership, stating, “We wanted to create the perfect pairing for New Zealand’s most popular wine, Sauvignon Blanc, so we’re buzzing to partner with the pioneers in the iconic Marlborough region; Brancott Estate.” 

Pickled Onion crisps are designed to pair with Brancott Estate’s Classic Sauvignon Blanc, where the acidity of the pickling spices and onions balances the wine’s acidity, allowing the classic herbaceous and passionfruit characteristics to shine through.

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