Pernod Ricard, the world’s number two wine and spirits firm, has announced it is re-entering the bourbon whiskey space with the acquisition of a majority share in Rabbit Hole, a Lousville, KY whiskey maker.
The deal will see Rabbit Hole added to Pernod Ricard’s New Brand Ventures portfolio of speciality brands that includes Smooth Ambler whiskey and Del Maguey mezcal.
Rabbit Hole’s straight bourbon and rye whiskeys are described as being crafted with a mix of carefully selected grains, distilled in copper Vendome column stills and aged in native oak barrels.
Commenting on the deal, Rabbit Hole founder Kaveh Zamanian said: “Pernod Ricard and I share the same entrepreneurial values and our ethos and strategic visions are fully aligned. By leveraging Pernod Ricard’s extensive distribution network to reach new consumers, we are able to strengthen Rabbit Hole’s position as a brand and amplify its presence as a new voice in American Whiskey”.
Pernod Ricard CEO Alexandre Ricard added: “This partnership is the perfect implementation of our long-term investment strategy to create sustainable value. Kaveh and I embrace the same entrepreneurial spirit. Rabbit Hole is a fast-growing brand, strongly rooted in its terroir and very well positioned in the high-end Bourbon and Kentucky whiskey categories. We are excited to take the brand to the next stage of its very promising development”.
Source: Pernod Ricard