Pernod Ricard Just Blinked: Why Big Spirits Holding Back Is a Green Light for THC Beverage Brands
The Moment Big Alcohol Blinked — And What It Means for THC Beverages
Pernod Ricard Just Put THC Beverages on Record — But They’re Still Sitting on the Sidelines
During their FY25 Webcast, Conor McQuaid, CEO of Pernod Ricard North America, made it official:
“THC beverages… are within our frame of reference… we’re maintaining a watching brief.”
Translation?
They see the wave.
They’re just not paddling in.
That hesitation should ring loud for challenger brands:
📣 The field is wide open.
While They Watch, Challenger Brands Are Winning in Real Time
While one of the world’s largest spirits companies waits for M&A to make a move, our clients at Higher Profits Consulting are:
✅ Securing distribution in NJ, CT, and DE — some of the most challenging markets in the country
✅ Moving 750+ cases in just 36 hours
✅ Opening 65+ retail accounts with deep SKU placement
✅ Earning reorders within 7 days of delivery
✅ Executing full retail activation — shelf sets, POS, endcaps, floor stacks
✅ Training staff on compliance, product education, and sell-through strategy
This isn’t theory.
This is go-to-market execution—done right.
The Numbers Don’t Lie — THC Beverages Are Accelerating
The data backs it up:
📈 Hemp-derived THC beverage sales are projected to double by 2026
🛒 Legal distribution is expanding beyond dispensaries—into grocery, c-store, and on-premise
🧠 Delta-9 and Delta-8 drinks are gaining loyalty with health-conscious and Gen Z consumers
⚡️ Brands in motion now are locking in retail real estate the majors haven’t even mapped yet
This is not an "emerging trend" anymore.
It’s an active shift in the future of CPG.
Why Big Brands Like Pernod Are Watching (But Not Acting Yet)
The delay makes sense for them:
They’re publicly traded
Regulated globally
Reluctant to move until legislation fully green-lights the category
But for founders and fast-moving operators?
That hesitation is the opportunity of a generation.
You don’t need to wait for M&A or global alignment to:
Build retail velocity
Cement brand presence
Execute on compliance-first sales
Win consumer loyalty
This Is Where Higher Profits Consulting Comes In
We partner with the brands who are moving before the majors jump.
Not after.
Not maybe.
Now.
At HPC, we help cannabis and infused beverage brands:
🔎 Navigate regulated markets
🤝 Build broker and distributor relationships
🛠 Execute in-store with impact
📈 Drive real, measurable sales—not just press releases
If you’re a founder, investor, or operator in:
💧 THC beverages
🌿 Functional CPG
🚀 Emerging non-alc drink categories
You don’t need permission to start winning now.
You need a blueprint—and a partner that’s done it before.
Pernod's Hesitation Is Your Opening. Don’t Waste It.
Their “watching brief” means one thing:
🟢 The lane is wide open.
Who’s going to own the aisle when the majors finally act?
The brands that are already there.
CTA Section (H3): Let’s Talk Strategy Before the Window Closes
📥 Want to see our go-to-market blueprint or full client case studies?
📩 Contact Us to start your consult.
🚀 The opportunity is now—before global spirits companies buy their way in.