Pernod Ricard USA unveils overhauled route-to-market strategy to drive sustainable growth 

USA – Pernod Ricard USA, the American subsidiary of global wine and spirits company Pernod Ricard SA, has announced a major transformation of its Route-to-Market (RTM) strategy.  

The move is aimed at unlocking long-term sustainable growth and strengthening distributor partnerships across its U.S. portfolio. 

The announcement follows the appointment of Chief Commercial Officer Paul Basford in December 2024. Under his leadership, the company has redefined its RTM approach, streamlined its portfolio strategy, and introduced a stronger focus on collaboration with distributors to maximize growth potential. 

“Our commercial strategy is built on a simple but powerful idea: focus with intent, and partner with excellence,” said Paul Basford, Chief Commercial Officer, Pernod Ricard USA.  

“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.” 

Most of Pernod Ricard USA’s commercial volume will continue to be distributed through long-standing partners such as Southern Glazer’s Wine & Spirits, Republic National Distributing Company, Martignetti Companies, Breakthru Beverage Group, Allied Beverage Group, Empire Distributors, Fedway Associates, and Georgia/Tennessee Crown Distributing. 

As part of the transformation, the company has created two new commercial divisions designed to complement its portfolio strategy and ensure dedicated support for both established and emerging brands. 

The Ready-to-Drink (RTD) Division, which took effect on May 1, focuses exclusively on RTD products. New distribution partners include Reyes Beverage Group, Crescent Crown, and their affiliates, covering seven states. Southern Glazer’s and Republic National will continue managing RTD lines.  

The division features leading brands such as Malibu, Jameson, and the Absolut Ocean Spray® RTD portfolio. 

The Growth Emerging Market (GEM) Division will launch on September 1, using a state-by-state model to scale high-potential brands.  

New partners include Crescent Crown and Johnson Brothers/Maverick, while Southern Glazer’s, Republic National, Breakthru, Heidelberg, and Martignetti maintain existing coverage. 

The restructuring extends beyond distribution channels. Pernod Ricard USA has expanded its on-premise division, strengthened its Revenue Growth Management (RGM) capabilities, and committed to investing in top commercial talent, empowering employees with world-class capabilities to lead the organization into the future. 

“We are building a commercial organization that is not only fit for today but future-ready,” added Basford. “This is about more than structure—it’s about world-class execution, winning mindset, clear accountability, and meaningful partnerships.” 

The transformation follows Pernod Ricard’s global restructuring plan announced earlier this year, aimed at creating a more agile and simplified organization through two new divisions, Gold and Crystal.  

Last week, the French parent company reported a 6% decline in full-year U.S. sales, citing subdued consumer confidence and economic moderation. 

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