Pernod Ricard has acquired the majority of Rabbit Hole Whiskey. The deal was signed yesterday.
The sale price was not disclosed.
Founder Kaveh Zamanian wrote me indicating he’s keeping his shares and will remain the leader of the company.
“I’m keeping the majority of my shares in Rabbit Hole and I’m still running the company. Michael and Cameron (they’re my family members who work in the company) will continue to work alongside me and retain their shares as well,” Zamanian said. “The way we make whiskey, the creativity, passion and innovation we bring to the spirits business will stay the same. We’ll still be the same Rabbit Hole you know, just with a bigger company behind us to help us grow.”
Rabbit Hole joins Smooth Ambler as Pernod Ricard’s other American whiskey and will be a part of the company’s New Brand Division.
Rabbit Hole entered the scene with great appeal several years ago, customizing a unique mash bill with honey malts, and opened its new shiny distillery last year. It became a fan favorite amongst those who are not traditional bourbon drinkers: Rabbit Hole parties and its social media became synonymous with the cocktail crowd especially.
The brand also gives Pernod its first asset since it sold Wild Turkey in 2009.
More details to come.
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