Pernod Ricard's Acquisition Journey

1 minutes reading time
Published 3 Jan 2024
Reviewed by: Oliver Hamrin
Updated 21 Mar 2024

Since its foundation in 1975, Pernod Ricard has evolved significantly, becoming one of the world's leading companies in the wines and spirits industry. This transformation has been largely driven by a series of strategic acquisitions, which have not only expanded the company's portfolio but also cemented its position as a global powerhouse in its sector. In this article, we will list and visualize Pernod Ricard's most notable acquisitions year by year since its inception and examine its competitive stance in the global spirits market.

Decades of Strategic Growth

Pernod Ricard, starting as a merger between two French companies, Pernod and Ricard, has become a titan in the wines and spirits sector. The company's growth strategy has been marked by key acquisitions, including the purchase of Irish Distillers in 1988, the acquisition of a significant stake in Seagram in 2001, the takeover of Allied Domecq in 2005, and the purchase of Vin & Sprit, the makers of Absolut Vodka, in 2008.

The Allied Domecq Acquisition

One of the most notable acquisitions was that of Allied Domecq in 2005. This acquisition significantly enhanced Pernod Ricard's market position, adding well-known brands such as Malibu, Kahlúa, and Beefeater to its portfolio. The deal, valued at €10.7 billion, was at the time the largest in the industry and marked a significant step in Pernod Ricard's global expansion strategy.

The acquisition was not just about increasing market share; it also diversified Pernod Ricard's product range and strengthened its presence in key markets. This move aligned with the company's goal to offer a comprehensive portfolio that caters to varied consumer preferences across the globe.

The Vin & Sprit Deal

Another landmark deal for Pernod Ricard was the acquisition of Vin & Sprit in 2008. This deal was particularly significant as it brought the iconic Absolut Vodka brand into Pernod Ricard's fold. Valued at €5.63 billion, this acquisition was pivotal in reinforcing the company's position in the premium spirits segment.

This acquisition was strategic, considering the growing global demand for premium vodka. Absolut Vodka complemented Pernod Ricard's existing portfolio and provided a strong platform for the company to expand its global reach.

Visualizing 50 Years of Acquisitions

Infograph with chart over Pernod Ricard's acquisitions between 1975 - 2023
Pernod Ricard's most notable acquisitions between 1975 - 2023

Pernod Ricard's Most Notable Acquisitions Listed Chronologically:

  • Irish Distillers (1988) – leading Irish whiskey producer, owner of Jameson.

  • Orlando Wyndham (1989) – makers of Jacob's Creek

  • Cuba Ron (1993) – joint venture with Cuban rum company for marketing and selling Havana Club

  • Seagram (2001) – including Chivas Regal, The Glenlivet, Royal Salute, and Martell.

  • Allied Domecq (2005) – bringing brands such as Mumm, Perrier-Jouët, Ballantine's, Malibu, and Beefeater. This made Pernod Ricard the world's #2 wine and spirits company.

  • Vin & Sprit (2008) – owner of Absolut Vodka.

  • Monkey 47 (2016)

  • Smooth Ambler (2017)

  • Del Maguey Single Village (2017)

  • Malfy and Rabbit Hole Whiskey (2019)

  • The Whisky Exchange (2021)

  • La Hechicera (2021)

  • Skrewball (2023)

Competing in the Global Spirits Market

Pernod Ricard's strategic acquisitions have placed it in a strong competitive position in the global spirits industry. The company's diverse portfolio, which includes top-selling brands across various spirits categories, allows it to cater to a wide range of consumer tastes and preferences. This diversity is crucial in a market characterized by evolving consumer trends and increasing demand for premium and craft spirits.

Pernod Ricard's approach to acquisitions has been more than just expanding its product range; it has also focused on integrating these brands into its existing operations to leverage synergies and enhance overall efficiency. This strategy has enabled the company to maintain a strong presence in key markets while also exploring emerging markets with high growth potential.


Pernod Ricard's journey since 1975 showcases the company's successful transformation from a national player to a global leader in the wines and spirits industry. The strategic acquisitions of brands such as Absolut Vodka, Malibu, and Beefeater have not only expanded Pernod Ricard's product portfolio but also reinforced its competitive position in the market. As the industry continues to evolve, Pernod Ricard's history of strategic acquisitions and market adaptation positions it well for continued success in the global spirits landscape.

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