Pernod’s New Brand Ventures Searches for “Next Great Brand”

Last week we reported Del Maguey mezcal is the latest brand to join Pernod Ricard USA's New Brand Ventures (NBV) division. Since forming the division in 2016, Pernod has added a number of brands including Plymouth gin, Monkey 47 and Smooth Ambler among others, but there hasn't been much information on exactly what the division does [see WSD 12-6-2016].In light of NBV's major news, it seems like a good time to share our conversation with New Brand Ventures svp Jeff