Pernod Ricard USA Names VML Commerce Agency of Record

Pernod Ricard USA has appointed WPP's VML as its commerce agency of record, handing the shop U.S. shopper and in-store marketing for four of its biggest brands. The assignment covers Jameson, Absolut, Kahlúa and Malibu, plus the company's ready-to-drink portfolio.

The first work won't reach shoppers quickly. It debuts in 2027 through Jameson's partnership as the official spirits sponsor of the NFL — a gap of roughly a year or more before consumers see anything new on shelf. That's a long runway for a commerce appointment, and neither company explained it in the announcement.

What's on the slate after launch?

Beyond the NFL kickoff, the calendar includes two seasonal programs: Kahlúa and Absolut's holiday espresso martini push, and Jameson's St. Patrick's Day program in 2028. Holiday occasions are the natural sales peaks for these brands, so the sequencing tracks. Still, the release names no retailers, no markets beyond the U.S., and no measurement targets — the details that usually tell you whether a commerce program is working.

VML said it plans to deliver:

• creative development
• point-of-sale materials
• retailer-specific adaptations
• digital commerce assets
• sales enablement tools

The appointment followed a review that began in March, according to VML. Neither side disclosed which agencies competed, how many rounds the review ran, or what the account is worth. For a spirits maker of Pernod Ricard's scale, the spend behind a four-brand U.S. commerce remit is presumably substantial — but the companies left the number unsaid.

Where does AI fit in?

VML said it will use WPP Open, the holding company's shared AI platform, along with a set of AI agents to support growth strategy, brand development, and audience testing. That's the current standard pitch across WPP agencies, and the announcement offers no specifics on how the agents will be deployed for these brands or what results they're expected to produce.

For Pernod Ricard USA, the bet is that a single agency with shared AI infrastructure can move faster across four brands than a fragmented roster. For VML, it's a marquee spirits win that stretches into 2028 at minimum — with the first real test arriving alongside Jameson's NFL sponsorship in 2027.