Pernod Ricard USA Names VML Commerce Agency

VML, a WPP agency, will lead U.S. shopper and in-store marketing for Jameson, Absolut, Kahlúa and Malibu.

Updated on Nov. 9, 2026 in Advertising

Unlabeled amber and clear glass spirit bottles stand on a bare wooden retail shelf against a pale wall in soft store daylight. — Pernod Ricard USA has named VML, a WPP agency, as its commerce agency of record to lead shopper and in-store marketing for Jameson, Absolut, Kahlúa and Malibu. AI Illustration. Upload story photo >

Pernod Ricard USA has named VML as its commerce agency of record following a review that began in March. The agency will handle shopper and in-store marketing for several brands, along with ready-to-drink offerings.

Why it matters

The appointment places a single agency in charge of commerce creative across a portfolio of spirits brands sold at U.S. retail. VML was selected for the strength and real-world scalability of its commerce work.

The review ran from March 2026 to the November 9, 2026 appointment, with the first work expected to launch alongside Jameson's NFL sponsorship. Contract value and media budgets were not disclosed in the announcement.

The players

Pernod Ricard USA

The U.S. arm of the French spirits company that owns Jameson, Absolut, Kahlúa and Malibu, and selected VML after its review.

VML

A global creative and commerce agency within the WPP network, now serving as commerce agency of record for Pernod Ricard USA.

Eric Campbell

CEO of VML North America who is also the agency's incoming global CEO.

The details

VML will develop creative, point-of-sale materials, retailer-specific adaptations, digital commerce assets and sales enablement tools. The partnership will use WPP Open and AI agents aimed at growth strategy, retailer planning and audience testing.

March 2026: Pernod Ricard USA's agency review begins.
November 9, 2026: Pernod Ricard USA names VML commerce agency of record.
2028: Jameson launches a St. Patrick's Day program.

Market Landscape

The deal extends WPP Open, the network's AI-enabled platform, into spirits retail marketing, where brands increasingly compete on in-store and digital commerce execution. It positions VML against rival agencies courting large beverage-alcohol portfolios for commerce mandates.

Shoppers may see Jameson, Absolut, Kahlúa and Malibu in-store and online promotions shaped by VML's commerce creative, such as holiday espresso martini and St. Patrick's Day programs. The first campaign is expected to tie to Jameson's NFL sponsorship.

The takeaway

Brands are consolidating commerce work under single agencies that combine creative with AI-driven planning. Watch how the Jameson NFL campaign performs as an early test of that approach.