Monday 26 August 2019

Pernod Ricard fast-tracks Redbreast Irish whiskey for global growth


Brendan Buckley, Irish Distillers’ strategy chief
Brendan Buckley, Irish Distillers’ strategy chief

Michael Cogley

Jameson owner Irish Distillers plans to more than quadruple the sale of its premium Redbreast brand within the next 10 to 15 years.

The Irish whiskey category is enjoying a well-documented renaissance, but global drinks giant Pernod Ricard, Irish Distillers' parent company, has singled out Redbreast as one of its "global speciality brands".

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Speaking to the Sunday Independent, Irish Distillers' strategy and innovation chief Brendan Buckley said the move will be huge for the growth of the brand.

"That means a lot to us, because the way Pernod Ricard is structured, it's a de-centralised organisation," he said. "It now basically mandates all of our affiliates around the world to put some energy and investment behind these speciality brands.

"This means that the door is open for Redbreast in many markets around the world whereas previously we had to work hard to get on the agenda with our affiliates."

Buckley said the promotion of Redbreast will allow the brand to continue growing at 20pc each year and accelerate even further. He said that around 70,000 cases of the whiskey are shipped annually and that within the next 10 to 15 years that number will rise to 300,000.

"Critically, because it's an aged whiskey, it must already be there - but thankfully we had the foresight to set aside stock to enable us to grow," he said.

Redbreast's 12-year variation accounts for around 85pc of all sales and is viewed globally as one of the world's best spirits.

Sunday Indo Business

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