Pernod Takes Over Absolut Distribution

03 October, 2008 by

By Ian Neubauer

The Swedish Government’s former Vin&Spirit portfolio has been handed over to new owner Pernod Ricard, with local distribution transferred from Maxxium to Pernod Ricard Australia yesterday (October 2). 

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The French liquor giant acquired the V&S portfolio in March for $12 billion after beating out potential suitors Diageo and Bacardi in a high stakes auction.

It includes Plymouth Gin, Level vodka and Absolut — the number two selling white spirit in Australia and one of the most widely recognised brand names in the world.    

“Today is a day of great excitement as we take over the distribution of Absolut,” Pernod Ricard Australia managing director, Mark O’Connell, said yesterday. “There are a few truly global iconic brands but without doubt, Absolut falls squarely into this category.”

Pernod Ricard Australia’s portfolio also includes Chivas Regal, Havana Club, Jameson Irish Whiskey and Beefeater Gin, among others.