Sazerac

Diageo, the UK based alcoholic drinks giant, has announced the sell-off of 19 brands to the US spirits firm Sazerac for an aggregate consideration of $550 million. The transaction includes the whiskey brands Seagram’s VO, Seagram’s 83 and Seagram’s Five Star,  the rum brands Myers’s and, Parrot Bay, the sambuca brand Romana,  the vodka brand Popov, the liqueur brands Yukon Jack and Goldschlager, and the cocktail brand Stirrings, alongside brands such …

Pernod Ricard, the global wine and spirits giant, has announced that it has sold its Fris vodka brand to US spirits firm Sazerac. Describing Fris as a standard vodka selling 250,000 9-litre cases in the USA each year, the French firm said that the divestment was “in line with the Pernod Ricard strategy to focus on its priority spirits and wines brands”. According to sources, Fris came into Pernod Ricard’s …

Pernod Ricard has announced that its affiliate Irish Distillers has completed the sale of the Paddy Irish Whiskey brand to the US spirits firm Sazerac. The global wine and spirits company said that the deal, which was concluded for an undisclosed sum, was in line with its strategy to simplify its portfolio for growth and would also facilitate, among other things, targeted investment in other key Irish Distillers whiskey brands including Jameson and Powers. …