LONDON (ShareCast) - (Sharecast News) - France's Pernod Ricard has added Bourbon to its portfolio with the acquisition of a majority share in Kentucky-based Rabbit Hole Whiskey.
Pernod - which did not disclose any financial details - said the strategic partnership expands its newly-created portfolio of specialty brands, "gathering smaller brands with unique and comprehensive value propositions and select distribution".

In the US, Rabbit Hole will be part of the new brand ventures portfolio, along with recently-acquired brands Smooth Ambler and Del Maguey.

Rabbit Hole was created by Kaveh Zamanian, who quit his day job as a clinical psychologist and psychoanalyst to dedicate himself to the art of crafting whiskey. As part of the strategic partnership, he will keep the majority of his shares in Rabbit Hole and will continue to operate the company.

Pernod's chief executive officer Alexandre Ricard said: "This partnership is the perfect implementation of our long-term investment strategy to create sustainable value.

"Kaveh and I embrace the same entrepreneurial spirit. Rabbit Hole is a fast-growing brand, strongly rooted in its terroir and very well positioned in the high-end Bourbon and Kentucky whiskey categories. We are excited to take the brand to the next stage of its very promising development."

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