Pernod Ricard to review external PR

LONDON - Drinks giant Pernod Ricard UK is set to review its external PR support following the acquisition of the Seagram drinks portfolio from Vivendi Universal.

The acquisition, finalised this month and made jointly with the world's largest wines and spirits company Diageo, led to a carving up of the portfolio among the two firms.

Pernod - which now has more than 100 products in its portfolio - gained, among others, Martell, Chivas Regal and Glenlivet from the deal, to add to a portfolio that already includes Jameson, Jacob's Creek, Pernod and Bushmills.

Illy Jaffar, who was appointed to the newly created role of communications manager for Pernod Ricard UK last month, said: 'The addition of Seagram to the PR UK portfolio earlier this year has meant that we will be reviewing both our brand and agency plans for 2003.

'We're now the third largest wines and spirits company in the UK so we'll be initiating a series of individual brand programmes, as well as our general corporate portfolio, in order to communicate that message to consumers and the rest of the market.'

PR support is currently handled by Richmond Towers PR, which handles trade PR on a retained basis and consumer PR for brands on a project basis.

Jaffar, who reports to commercial director Ian Tottman, added: 'We will be looking at ways to bring our new brands to life. But I don't believe in creating a lot of noise - I'm a great believer in the whisper campaign.'

Pernod Ricard UK is the marketing and sales company for Pernod Ricard products in the UK.

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