Pernod Ricard USA Hires VML as Commerce Agency of Record

The agency will lead shopper and in-store marketing for Jameson, Absolut, and Kahlúa

One of the largest spirits makers, Pernod Ricard USA, has named its next commerce agency of record.

WPP’s VML will handle U.S. shopper and in-store marketing for the Jameson, Absolut, Kahlúa, and Malibu brands in addition to the company’s ready-to-drink offerings.

The companies’ first work will begin with Jameson’s partnership as the official spirits sponsor of the NFL. Other work includes Kahlua & Absolut’s holiday espresso martini and Jameson’s St. Patrick’s Day program in 2028.

VML said it plans to work on creative development, point-of-sale materials, retailer-specific adaptations, digital commerce assets, and sales enablement tools. The appointment followed a review that began in March, according to VML.

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Mitchell Parton

Mitchell Parton is ADWEEK's senior commerce reporter, covering retail media as well as the rise of agentic and social commerce. Before joining ADWEEK in 2026, he was a reporter at Digiday Media's Modern Retail and before that wrote for several regional publications in Texas.