Pernod Ricard USA taps VML as U.S. commerce agency of record

By James Calloway

Pernod Ricard USA will begin its first work with WPP’s VML in 2027 through Jameson’s role as the NFL’s official spirits sponsor.

The spirits maker has selected VML as its commerce agency of record for U.S. shopper and in-store marketing. The remit covers Jameson, Absolut, Kahlúa and Malibu, plus the company’s ready-to-drink offerings. Adweek described Pernod Ricard USA as one of the largest spirits makers.

That gives VML a broad assignment spanning brand development and retailer-facing execution. The agency will work on the creative and commerce materials that support those brands in the United States.

Which brands and channels are in scope?

VML said it plans to deliver five types of work:

• Creative development.
• Point-of-sale materials.
• Retailer-specific adaptations.
• Digital commerce assets.
• Sales enablement tools.

The stated remit joins U.S. shopper marketing with in-store work. It also places four named brands and the ready-to-drink portfolio under one agency relationship.

VML’s responsibilities cover creative and extend to retailer adaptations, digital assets and tools for sales teams. The remit gives the agency a role across the campaign process, not just in one channel.

What campaigns come first?

The companies’ first work will center on Jameson’s NFL partnership. Other work includes a holiday espresso martini for Kahlúa and Absolut and a Jameson St. Patrick’s Day program in 2028.

The NFL assignment supplies the launch platform. The other named projects give VML work tied to a holiday occasion and St. Patrick’s Day, extending the relationship beyond a single sports sponsorship.

The calendar puts Jameson and the NFL at the front, with the Kahlúa and Absolut holiday project and a 2028 St. Patrick’s Day program also named. The source did not disclose campaign budgets, sales targets or media spending.

How will VML use AI?

VML said it plans to use “WPP Open” and “a set of AI agents” for growth strategy, brand development and audience testing. Those uses sit within the agency’s broader commerce remit rather than forming a separate campaign.

The agency will also handle creative development, point-of-sale materials, retailer-specific adaptations, digital commerce assets and sales enablement tools, according to VML. VML’s stated plan links AI-supported strategy and testing with the production of retail and digital materials.

The announcement did not name the AI agents or explain how WPP Open would be applied to the Pernod Ricard USA portfolio. Neither tool was connected to a named campaign in the announcement.

How did VML win the account?

The appointment followed a review that began in March, according to VML. That was the only timing the agency provided for the review process.

The selection gives VML responsibility for U.S. shopper and in-store marketing across Jameson, Absolut, Kahlúa, Malibu and the company’s ready-to-drink offerings. It also brings four named spirits brands and the ready-to-drink portfolio under one commerce agency ahead of the first planned work in 2027.

For marketing teams watching the account, the next concrete checkpoint is the 2027 Jameson NFL launch under VML.