Pernod Ricard Acquires Majority Stake in Rabbit Hole Whiskey
Pernod Ricard is expanding its spirits portfolio by acquiring a majority stake in the Kentucky-based Rabbit Hole Whiskey brand. The deal reflects the company's strategy of investing in fast-growing, super-premium spirits.
Pernod Ricard, through its Pernod Ricard USA's New Brand Ventures division, has signed an agreement to acquire a majority share of Rabbit Hole Whiskey. The Louisville, Kentucky-based brand is known for its award-winning Bourbon and Rye whiskeys and its modern distillery.
The acquisition is part of Pernod Ricard's three-year "Transform & Accelerate" strategic plan, which focuses on active portfolio management. Rabbit Hole founder Kaveh Zamanian will continue to operate the company while retaining a significant stake.
This move aligns with Pernod Ricard's strategy to grow its portfolio of specialty brands, similar to previous partnerships with brands like Monkey 47 gin and Del Maguey mezcal. The Bourbon category has seen a resurgence in recent years.
Pernod Ricard expects the transaction to close shortly. CEO Alexandre Ricard stated that the partnership exemplifies their long-term investment strategy and entrepreneurial spirit.