Pernod sells RTD in Mexico strategy change

Pernod Ricard has advanced its transition to focus on global brands in the Mexican market with the sale of RTD Caribe Cooler to Grupo Bepensa.

According to Pernod Ricard, the RTD is a leading brand in the market and the transaction – the value of which is undisclosed – includes the product bottling line and inventories.

The deal is expected to be completed by the end of the 2014/2015 tax year.

Philippe Dréano, chairman & CEO of Pernod Ricard Americas, said: “The sale of Caribe Cooler highlights both the strong positioning achieved by the brand on the Mexican market and the continuous efforts by Pernod Ricard to focus on its international spirits and wines brands in Mexico, led by Absolut Vodka, Chivas Regal and Ballantine’s Scotch whiskies and Martell cognac.”

Jose Maria Casares, CEO of Grupo Bepensa, which is based in the south east of Mexico, added: “Caribe Cooler will complement existing business and geographical footprint adding a new highly profitable growth space”.