Pernod Ricard addresses Seagram worries

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Pernod Ricard chairman and ceo Patrick Ricard has made an effort to reassure Seagram staff about their future as plans are made to integrate key Seagram liquor brands into the Pernod Ricard portfolio. Ricard insisted the two companies' structure and brands complemented each other, and said that Pernod would increase its sales force by 15% by recruiting from Seagram employees.

In a newsletter distributed to Pernod and Seagram staff, Ricard expressed optimism that the integration of brands such as Chivas Regal, Martell and Seagram's Gin would be smooth. "Within our Scotch whisky activity, the newly-acquired brands will be perfectly complementary to our existing portfolio, giving us a broader and better segmented range," he commented. "On the production side, the two organisations complement each other since our existing distilleries are already operating at maximum capacity."

Ricard added that Pernod's objective was to build the company's presence in markets outside Europe, the company's heartland. "We obviously wish to reinforce our presence in other parts of the world and are planning to increase our sales force by 15%, recruiting from Seagram staff." Ricard cited the US, Brazil, India and parts of Asia as regions where Seagram's operations would be crucial to Pernod's development. "Our plan is to keep what is there," he said.

Ricard concluded by thanking those Seagram staff who will not be joining the merged company. "I would like to salute their dedication and assure them that their present efforts to maintain and develop their brands are not in vain."

• For a detailed Q&A interview with Patrick Ricard on the integration of the Seagram brands see this weeks feature "The Seagram treasure chest" on the home page.