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Pernod Ricard USA Names Senior VP, Spirits Marketing
PURCHASE, NY, Jan. 4, 2007 – Pernod Ricard USA announced today that Patrick Piana has been named Senior Vice President, Spirits Marketing, Pernod Ricard USA.
Piana joins Pernod Ricard USA from Moët Hennessy USA, where he served as a Senior Vice President. He will be charged with driving breakthrough marketing for Pernod Ricard USA’s expanded portfolio of premium and super-premium spirits and category leaders, including Chivas Regal, Martell, Kahlúa, Malibu, Stoli, Beefeater, The Glenlivet and Jameson, among others. In addition to leading the marketing effort behind the entire spirits portfolio in the U.S., Piana will develop and execute global marketing strategy for Pernod Ricard USA-owned brands, including Seagram’s Gin, Wild Turkey and Hiram Walker Liqueurs.
Alain Barbet, President and CEO, Pernod Ricard USA, said Piana will further enhance the company's success in the U.S. spirits market, which is a key driver of Pernod Ricard’s global performance. “Patrick’s proven ability to create exciting, impactful consumer and trade marketing programs behind a top-shelf portfolio will serve him well at Pernod Ricard USA,” Barbet said. “His excellent market focus, strong ties with distributors and brokers and outstanding understanding of the spirits industry and the importance of building super-premium brands on-premise will position us for continued growth.”
Prior to joining Moёt Hennessy USA, Piana served as head of Marketing for Schieffelin & Somerset (the former U.S.-based joint venture between Diageo and Moët Hennessy’s parent, LVMH – the leading global luxury goods company). Previously, he held a series of progressively responsible roles – including senior marketing and sales jobs at Moët Hennessy Diageo in France. Piana began his marketing career at Philip Morris. In his previous roles, Piana and his teams have pioneered innovative approaches to brand marketing, research, event marketing, brand communications and entertainment marketing.
Piana will be based in Purchase, N.Y., and will be a member of the Pernod Ricard USA Executive Committee. He will start on Jan.18, 2007.
Pernod Ricard USA, based in Purchase, N.Y., is a leading producer, importer and marketer of prized spirits and wine brands in the United States and is one of the fastest growing subsidiaries of the world’s #2 spirits company and #4 wine company, Paris, France-based Pernod Ricard, S.A. The completion of Pernod Ricard’s acquisition of Allied Domecq in 2005 vaulted Pernod Ricard USA to the forefront of the U.S. spirits market, doubling the company’s sales value and market share. The company is now the third largest in the U.S. spirits industry by sales value and the fifth largest by sales volume in the U.S.
Pernod Ricard USA’s leading brands include Kahlúa® Liqueur, Chivas Regal® Scotch Whisky, Seagram’s Extra Dry Gin®, Malibu® flavored Rum, Stolichnaya® Vodkas, Jameson® Irish Whiskey, The Glenlivet® Single Malt Scotch Whisky, Wild Turkey® Bourbon, Beefeater® Gin, Hiram Walker™ Liqueurs and Martell™ Cognac, as well as Jacob's Creek® and Brancott Estate® wines, Perrier Jouët®Champagne, Mumm® Champagneand Mumm Napa™ wines, and Pernod® and Ricard® Liquors. Enjoy Pernod Ricard’s brands responsibly and in moderation.