US: Pernod Ricard recruits WJ Deutsch for Luksusowa vodka push
Pernod Ricard is looking to boost sales of potato vodka brand Luksusowa in the US after signing a distribution deal with WJ Deutsch & Sons.
Luksusowa, which is a part of Pernod's Polish subsidiary, Wyborowa, will be positioned as premium on price points of US$24.99 for 1.75 litres and $16.99 for 750ml. said WJ Deutsch & Sons yesterday (25 January).
Pernod switched to Deutsch from previous importer Adamba because of higher growth opportunities, a spokesperson for Deutsch told just-drinks.
Vodka is the most popular spirit in the US, with 55m cases consumed per year.
Victor Jerez, CEO of Wyborowa, said: "Through our partnership with WJ Deutsch, we will be able to capitalise on Deutsch’s sales and marketing expertise, strong network of US distributors, and on and off-premise relationships."
Pernod acquired Luksusowa as part of its takeover of Vin & Sprit for EUR5.3bn (US$7.5bn) in 2008.
CEO Peter Deutsch said he is confident of expanding Luksusowa's presence.
"Following the announcement of our new spirits division in July, we immediately began the search for the right partner to supply us with this important category," he said.
"Luksusowa is an ideal fit for WJ Deutsch because it is a category leader - the number one selling potato Vodka in the world."
The Luksusowa name is derived from the word ‘luksusowy,’ the Polish word for luxury.
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