Pernod Ricard Expands in American Whisky
Pernod Ricard has acquired Firestone & Robertson Distilling Co, owner of the TX brand, a leading American whiskey portfolio, for an undisclosed sum. The deal includes Whiskey Ranch, a state-of-the-art distillery based in Fort Worth, Texas, where consumers can enjoy the full TX brand Experience, including tours and tastings.
The transaction, which is expected to close shortly, reflects Pernod Ricard’s strategy of expanding its portfolio to include brands with unique and comprehensive value propositions. The TX brand range includes super-premium whiskey and bourbon. TX Blended Whiskey, launched in 2012, is a smooth-drinking, award-winning brand. The full TX range espouses the brand’s rugged elegance – the bottle tops are hand made from boot leather, the canvas neck wraps are a nod to pioneer covered wagons and the silver band around the base of every bottle represents a polished symbol of Western culture.
Alexandre Ricard, chairman and chief executive of Pernod Ricard, comments: “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.”
