Pernod Ricard continues to expand in the US whiskey category with the acquisition of Texas-based Firestone & Robertson Distilling Co.
The distillery, which is headquartered in Fort Worth, produces the TX brand of super-premium whiskey and bourbon.
Pernod Ricard said that with the deal – which follows its acquisition of a majority stake in Kentucky-based Rabbit Hole Whiskey – it is expanding its portfolio to include brands with “unique and comprehensive value propositions”.
The owner of Chivas Regal and Jameson described TX Blended Whiskey, which launched in 2012, as a “smooth-drinking” beverage that has garnered “a passionate following”.
“The addition of TX, which is an exceptional super-premium whiskey blended by skilled Texan craftsmen, represents a very promising venture which strengthens our portfolio and footprint in the United States,” said Alexandre Ricard, chairman and CEO of Pernod Ricard.
As part of the deal, Pernod Ricard will acquire the Whiskey Ranch, a distillery minutes from downtown Fort Worth, where consumers can enjoy the full TX brand experience, including tours and tastings.
Pernod Ricard North America CEO Paul Duffy said: “The TX Blended Whiskey distinguishes itself as a brand poised for tremendous growth. The team at Firestone & Robertson Distilling Co have done an excellent job developing the brand, and we are keen to build on this success.
“We will continue to reinforce the community of loyal TX brand ambassadors, both as we expand distribution and as we welcome consumers to the Whiskey Ranch.”
Leonard Firestone and Troy Robertson, founders of Firestone & Robertson Distilling Co, added: “This is an exciting day for all of us at Firestone & Robertson. Building our company and producing award-winning whiskies has been a truly remarkable experience. We are so proud of our team, and grateful to the many people that supported our efforts over the years.
“It is an extraordinary opportunity to partner with Pernod Ricard, and we are confident this relationship will accelerate the growth of our brands while preserving our roots and shared core values.”
In June, Pernod Ricard completed its acquisition of Italian premium gin brand Malfy.
© FoodBev Media Ltd 2020
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