Will Spirits Merger Mix It Up For Shops?

Spirits marketer Pernod Ricard’s proposed $14 billion acquisition of Allied Domecq puts a total of $200 million in U.S. ad assignments—handled by at least a dozen shops—into question.

Pernod Ricard has said it expects to achieve a $300 million reduction in annual operating costs from the acquisition by combining distribution and marketing functions, according to a consultant following the deal. Among the popular brands Pernod will acquire are Beefeaters, Malibu, Ballentine’s, Kahlua, Tia Maria, Mumm and Perrier Jouet.

U.K.’s