Pernod Ricard creates UK wine role to build on lockdown gains

Pernod Ricard UK has appointed Lucy Bearman to the newly-created position of wine portfolio director.

The company said the move was intended to build on the momentum gained by its wine brands in the off-trade during lockdown, when growth was fuelled by in-home consumption.

Bearman will lead marketing campaigns on the PRUK portfolio which includes Campo Viejo, Brancott Esate and Jacob’s Creek.

She will also be responsible for NPD to grow the company’s market share in wine.

Bearman joined PRUK in 2012 and has held several positions in brand marketing, category and customer development.

Raja Banerji, Pernod Ricard marketing director, said: “Wine presents a huge opportunity and we are committed to maintaining our position as a key player in the category.

“Lucy’s appointment will allow us to leverage her wine expertise to reinforce our Spanish leadership position, accelerate our New Zealand portfolio and lead growth in the premium Australian category, further bolstering our already strong position in the off-trade.

“We have a robust wine portfolio that is performing well, and we expect to continue that growth trajectory as we invest further in the category through marketing campaigns and a strong pipeline of innovation.”

Bearman will report jointly to Banerji and Darryn Hakof, Pernod Ricard Winemakers’ business acceleration director.

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