Pernod Ricard shuffles liqueurs

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Pernod Ricard is to merge its global management operation for Malibu, Kahlua and Tia Maria with that for Absolut, the Swedish vodka brand which it bought last year.

The brands handled by its Malibu-Kahlua International operation will move into the Absolut company, headquartered in Stockholm, from July 1.

In a corporate statement, Pernod Ricard said: "Recognising the need to significantly increase the level of support behind these dynamic brands, and to maximise efficiency, Pernod Ricard has decided to leverage the resources of the Absolut Company, which offers many synergies."

Malibu claims to be the best-selling coconut-flavoured rum worldwide, while Kahlua is the global leader in coffee liqueurs.

 

 

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