Pernod Ricard Establishes New Operational Unit for Direct-to-Consumer Growth
Pernod Ricard is consolidating its online retail businesses, including The Whisky Exchange, Drinks & Co, and Bodeboca, into a new operational unit. The unit aims to accelerate growth in direct-to-consumer sales and launch new products.
PERNOD RICARD – The spirits and wine company Pernod Ricard has created a new business unit to integrate its direct-to-consumer (DTC) sales channels. The move brings together The Whisky Exchange, Drinks & Co, and Bodeboca under a single operational umbrella, effective November 2, 2022.
The new entity is designed to foster geographic expansion of these mature DTC channels while also enabling the launch of new services and products. Nicolas Oudinot, who has extensive experience in luxury goods and digital innovation, has been appointed as the General Manager of this new unit.
This organizational change is part of Pernod Ricard's 'Transform & Accelerate' strategy, which focuses on strengthening its position in premium products and DTC experiences. The company stated that this initiative will enhance its competitive advantage in distributing premium and super-premium spirits and wines.
Pernod Ricard is a global leader in the wine and spirits industry, with a portfolio including Absolut vodka, Chivas Regal Scotch whisky, Jameson Irish whiskey, and Martell cognac, among others.