Carat Wins Pernod Ricard Media

LOS ANGELES — Carat, New York, has won media buying duties for liquor marketer Pernod Ricard USA following a review of several undisclosed media agencies, sources said. The business, including Pernod flagship brand Chivas Regal, is worth an estimated $20-30 million, according to sources.

The review was sparked by the acquisition last year of Seagram Spirits and Wine Group brands by a joint venture of French liquor maker Pernod and Diageo, parent of UDV Distillers, for $8 billion-plus. In December of 2001, the purchase was approved by the FTC in December and Pernod’s U.S. distributor, Austin Nichols & Co., was renamed Pernod Ricard USA.

MediaCom, New York, is the primary media buyer for Seagram and last year added Diageo’s $150 million distilled spirits media business in a review that was also
sparked by the Pernod/Diageo acquisition of the Seagram brands.