Rabbit Hole founder Kaveh Zamanian will keep the majority of his shares and continue to operate the company and Rabbit Hole will be part of the New Brand Ventures portfolio along with Smooth Ambler West Virginian whiskey and Del Maguey mezcal. 

Jeff Agdern, senior vice president of New Brand Ventures at Pernod Ricard USA, said: “Rabbit Hole has a great sense of place and a great founding team. They have a considerable amount of aging inventory that will come online over the next 18 months, and we are eager to help make it available to US consumers as quickly and widely as possible. 

“We are aiming to expand distribution from 18 to 50 markets by the end of 2020.”

Zamanian added: “By leveraging Pernod Ricard USA’s extensive distribution network to reach new consumers, we are able to strengthen Rabbit Hole’s position as a brand and amplify its presence as a new voice in American whiskey.

“In partnership with Pernod Ricard USA, Rabbit Hole is poised to reach new heights.”

No fee has been disclosed by Pernod Ricard USA.