Log in or Register for enhanced features | Forgotten Password?
White Papers | Suppliers | Events | Report Store | Companies | Dining Club | Videos
Drinks Business Review
Return to: DBR Home | News

Sazerac acquires Firs vodka brand from Pernod Ricard

DBR Staff Writer Published 03 October 2016

French spirits maker Pernod Ricard has sold its Fris vodka brand to US based whiskey maker Sazerac for an undisclosed amount.

It is the second time that Pernod Ricard is selling a business to Sazerac. The French company had earlier divested its Paddy Irish whiskey brand.

Pernod Ricard said the latest disposal is in line with its strategy to focus on its priority spirits and wines brands. The company did not disclose the transaction's value.

Fris, the Danish vodka brand was previously owned by Asbolut vodka maker Vin & Spirit, was acquired by Pernod Ricard in 2008.

Every year, around 250,000 9 litre cases of Fris are sold in the US, the company said. In the recent years, mainstream vodka brands have facing trouble in US with declining sales.

However, followers of craft vodka have been increasing in the country and Fris has been one of the craft vodkas, as it is made with whole wheat grain and spring water in Denmark.

Pernod Ricard is considered to be the second largest wines and spirits business with total sales revenue of €8.6bn in 2015/16.

The company was established in 1975 by the merger of Ricard and Pernod.

It has a portfolio of brands such as Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Kahlúa and Malibu liqueurs.