New takeover changes spirits market

The deal, which will see France-based company Pernod Ricard take over Allied Domecq, looks set to reshape the imported spirits market, which is put at 30 million euros a year (2% of the total market) and expected to rise to around 120 million euros (8-10% of the total market) after EU accession. “We will take over brands from Allied Domecq that accounted for slightly less than 50% of their sales. What will happen with the company”s other brands is still unknown,” said Corneliu Valsan, general manager of Pernod Ricard Romania. Allied Domecq Romania controlled close to 55% of the imported spirits market prior to the deal and made sales of 12 million euros last year. Pernod Ricard controlled around 11% of the market and made sales of 4 million euros. From Allied Domecq”s portfolio, Pernod Ricard Romania will take over Ballantines, Beefeater, Old Smuggler, McNairs, Canadian Special Old, Tia Maria, Malibu, Kahlua, Cordon Rouge and Glendronach. Pernod Ricard Romania”s portfolio includes whisky, such as Chivas Regal, 100 Pipers, Queen Anne (bottled in Romania), Jameson, as well as Havana Club rum, Ramazzotti Amaro bitter, Seagram”s gin and Wyborowa vodka. ZF