company Pernod Ricard USA is set to extend its partnership with Southern Wine & Spirits of America, in a move to expand its presence to 33 states in the US.The partnership will come into effect on 1 July 2014. It will bolster the existing relationship between both the companies.
Under the partnership, Southern Wine & Spirits will be the exclusive spirits broker for Pernod Ricard in all 17 Control State markets, while distributing Pernod Ricard's products across Alaska, Arizona, California, Colorado, Delaware, Florida, Hawaii, Illinois, Indiana, Kentucky, Minnesota, New Mexico, Nevada, New York, South Carolina and Washington.
Pernod Ricard USA president and CEO Bryan Fry said the company's renewed partnership gives it a competitive advantage by strengthening its joint execution of brand-building programs.
"Pernod Ricard has a strong relationship and a proven track record of success with Southern," Fry added.
The partnership is said to enable both Pernod Ricard and Southern to better capitalize on key business drivers as innovation, multicultural marketing, digital media and the growth of chain stores.
