Pernod Ricard to create new management structure for whisky

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French liquor supplier Pernod Ricard is to create a single management structure for its extended Scotch whisky portfolio once final approval is given to its joint purchase of Seagram's spirits and wines business with Guinness UDV. Its existing subsidiary, Campbell Distillers, will merge operations with newly-acquired Chivas Brothers to form a brand-owning company named Chivas Brothers Limited.

Pernod Ricard joint managing director Richard Burrows said the new company would be responsible for producing, exporting and marketing the supplier's range of Scotch whiskies, which will include Chivas Regal, Royal Salute, The Glenlivet and Glen Grant from Seagram in addition to Pernod's existing Scotches Clan Campbell and Aberlour. "The group has chosen to use the name Chivas because of its strong worldwide recognition," said Burrows. "The department will be of a significant size, reflecting the global reach of Chivas Regal and the priority we are giving it."

Chivas Brothers Ltd will be based in Paisley, Scotland, with offices in Hounslow, near London.

Pernod Ricard set up a task force earlier this year to decide the future of its new brands in duty-free. More details are expected once the company gains approval for the Seagram purchase from authorities in North America. Pernod expects approval to be given before the end of the Summer.