Pernod Ricard partners with Lafayette Imports to strengthen brand-building

French alcoholic beverage firm Pernod Ricard (PDRD) has partnered with Lafayette Imports to boost super-premium brand-building.

Under the new partnership, Lafayette Imports will support Pernod in brand-building for its alcoholic beverage portfolio, including Plymouth Gin, Powers Irish Whiskey and a range of craft Irish whiskey brands such as Knappogue Castle Single Malts and Clontarf.

Lafayette Imports was established by Biggar & Leith partners Elwyn Gladstone and Mark Teasdale.

Teasdale said: “The spirits market is driven by innovation and premium high-quality brands with provenance and heritage.

“We are excited to be bringing our expertise, track-record and know-how to an entirely new company, which will house a noteworthy portfolio of brands in exciting categories with huge growth potential.”

Lafayette Imports will be adding Pernod’s brands to Biggar & Leith’s spirits portfolio of Spytail Rum, Hotel Starlino Vermouth, Stambecco Amaro, The Gladstone Axe Malt Scotch, Shanky’s Whip and The Butterfly Cannon Tequila to create something dynamic.

Pernod Ricard chairman and CEO Alexandre Ricard said: “Plymouth, Powers, Knappogue Castle and Clontarf have strong potential in growing categories.

“As we strive to constantly strengthen our brand-building, this dedicated and fit-for-purpose approach allows these brands to have renewed development and meet new consumers.

“The Gin Hub and Irish Distillers global brand companies will work closely with Lafayette Imports to support this innovative approach.”

Earlier this month, Pernod Ricard announced age-restriction labelling for all bottles beginning this year, which is three years ahead of schedule.

The company announced its goal in the International Alliance for Responsible Drinking (IARD) in January last year.