VML London Named Global Agency of the Year at LIA
VML earns 90 awards, including seven Grand LIAs, and regional agency and network honors across Europe, North America, and the Middle East and Africa
VML Named Pernod Ricard USA Commerce Agency of Record
VML will lead U.S. shopper and in-store marketing across nine priority programs including Jameson, Absolut, Kahlúa, Malibu, combining creative expertise with AI-enabled commerce capabilities
- Published Date
- Nov 09, 2026
VML has been appointed commerce agency of record (AOR) for Pernod Ricard USA, leading shopper and in-store marketing for nine priority programs including: Jameson, Absolut, Kahlúa, Malibu, and the company’s ready-to-drink (RTD) offerings.
VML will develop and execute commerce programs that bring Pernod Ricard brands to life at retail, connecting brand-building ideas with the realities of modern shopper behavior. The remit covers Pernod Ricard’s Tier 1 commerce work across high-volume shopper and trade programs, from creative development and point-of-sale materials to retailer-specific adaptations, digital commerce assets and sales enablement tools. The appointment follows a competitive review that began in March 2026.
VML’s appointment comes as spirits maintain a leading position in the U.S. beverage alcohol market, accounting for 42.4% of supplier revenue in 2025, according to the Distilled Spirits Council of the United States (DISCUS). Despite economic headwinds, spirits-based ready-to-drink cocktails emerged as a growth bright spot, with sales rising 16.4% to $3.8 billion. The US Spirits industry generates more than $250 billion in economic activity and represents the world’s second-largest spirits market, according to DISCUS. The figures underscore the opportunity for brands to connect with evolving consumer occasions and translate brand relevance into action.
VML will bring together its commerce and creative expertise with WPP Open, WPP's AI-powered marketing platform, and a connected set of AI agents designed to support growth strategy, brand development, retailer planning and audience testing. The approach is intended to help teams identify emerging opportunities, develop ideas around specific shopping occasions and adapt executions to the needs of individual retailers and channels, while applying learnings from each program to inform future work.
VML stood out for the strength and real-world scalability of its commerce creative. The team understood our brands and our business and demonstrated how human expertise and technology can work together in powerful ways. We’re excited to partner with VML to continue elevating Pernod Ricard USA’s below-the-line programming.
First work is expected to break in 2027 beginning with Jameson's partnership as the Official Spirits Sponsor of the NFL and Holiday/Kahlua & Absolut Espresso Martini, followed by the 2028 Jameson’s St. Patrick’s Day program.
Commerce is where brand ideas become experiences shoppers can see, feel and choose. With Pernod Ricard USA, we can turn shopper insights into fresh ideas that connect across brands and retailers. WPP Open brings our teams, data and tools together, helping us spot opportunities, move from ideas to action, and build on what we learn from each program. We’re excited to create more distinctive experiences and new ways for shoppers to connect with Pernod Ricard USA’s brands.
