US: Pernod drops USB for High Falls for Seagram's Coolers

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Pernod Ricard is switching distribution for its Seagram's Coolers in the US.

The company's US unit said late last week that High Falls Brewing Company will replace United States Beverage as the exclusive distributor and marketer for Seagram's Coolers in the US, the Caribbean, and worldwide US Military posts.

High Falls also will assume full responsibility for the manufacturing and co-packing of these products, which are currently produced at Pernod Ricard's Lawrenceburg, Indiana facility, as well as at two third-party co-packer locations.

"(I am) delighted by this exciting, exclusive arrangement," said Alain Barbet, president and CEO of Pernod Ricard USA. "High Falls will offer the benefit of a fully integrated operating structure, with marketing, sales and manufacturing consolidated under one company. This structure, combined with the talent and dedication of High Falls employees, will help the well-known, powerful Seagram's Coolers brand reach new heights."

"USB has been a dedicated partner in a very competitive category, and we'd like to thank them for their past efforts," Barbet said. "Under their direction, the brand benefited from innovative new flavour introductions as well as significant packaging improvements."

The change takes place from 1 July.

USB has distributed Seagram's Coolers for Pernod since 2002. Earlier this month, the Connecticut-based company announced that it was taking on distribution of Spanish beer Estrella Damm in the US.

Sectors: Spirits

Companies: Pernod Ricard, Ricard

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