Pernod Ricard has announced the creation of a new business unit that will be tasked with scaling up and expanding geographically its existing direct-to-consumer (DTC) and B2B businesses.
From 2 November, the French spirits giant will bring together The Whisky Exchange, Drinks & Co and Bodeboca into the new unit to accelerate their progress made in recent years. The new entity will operate as an autonomous business unit within Pernod Ricard, reporting to group Chief Executive Alexandre Ricard.
The operation will be led by Nicolas Oudinot, a former leading executive at luxury goods fashion company Kering with a background in digital and innovation.
Pernod Ricard said: “In a context of strong demand for high-end products and e-commerce growth in our industry, this new organization illustrates the tangible business impact of Pernod Ricard’s digital acceleration and transformation strategy and will enhance its competitive advantage in the distribution of premium+ spirits and wines, and related experiences.”
