US: Pernod Ricard to rejoin Century Council

By just-drinks.com editorial team | 19 October 2009

The US arm of Pernod Ricard is set to rejoin the country's spirits trade body, The Century Council.

A spokesperson for Pernod Ricard USA confirmed the move to just-drinks late last week.

The division quit The Century Council in 2006, saying at the time that it was "inappropriate for the distilled spirits industry to engage in sponsorship of motor sports." Although Pernod did not take issue with other council members sponsoring motor sports, the company said it objected when that sponsorship included the logo for the Century Council.

A "change in governance" at the Century Council meant that such an occasion would not arise again, the spokesperson said.

"We look forward to working again with The Century Council, which has an 18-year track record of continuing success," said Pernod's US chairman and CEO, Paul Duffy. "Together, as an industry, we are confident of making important progress in addressing the major, social issues surrounding responsible alcohol consumption."

Pernod will rejoin The Century Council at the beginning of 2010.

Last month, both Brown-Forman and Beam Global Spirits & Wine announced their pending withdrawals from NASCAR sponsorship in the US. Brown-Forman said that the current economic environment has "compelled us to re-evaluate our spending and we've concluded that other areas in the marketing mix require additional investment". Beam, meanwhile, said it plans to focus its marketing resources for its flagship Jim Beam brand into "other platforms that directly impact the end consumer".

Sectors: Spirits

Companies: Pernod, Ricard, Brown-Forman, Beam Global