Ricard, Pastis 51, Suze… Why are These Spirits Disappearing from Leclerc’s Shelves?

Ricard, Pastis 51, Suze... why are these spirits disappearing from Leclerc's shelves?

The Pernod Ricard spirits group and the Leclerc brand, both leaders in their sector in France, have halted their negotiations due to a commercial disagreement.

Shelves that are empty and that are not likely to fill up right away. In the country’s E. Leclerc stores, many bottles of alcohol are conspicuous by their absence in the month of June 2023. And not least, it concerns all the brands of the Pernod Ricard group: Ricard, Pastis 51, Ballantine’s, Suze, Havana Club and even Malibu.

In question? The failure of negotiations between the world number two in spirits and the supermarket/hypermarket brand, leader in the sector in France, according to information revealed by the site  Rayon Boissons, which confirms that the Pernod group Richard. “But we are confident that a favourable outcome can be found soon,” however, wishes to emphasize the latter.

Two big heavyweights in the sector

As a result, the bottles are gradually disappearing from the shelves. The stocks available in some stores mean that the distribution can be very uneven from one Leclerc to another. If the discussions do not succeed between the two actors, it is a safe bet that the brand will not have any Pernod Ricard products to sell for this summer.

A hard blow for both of them: Leclerc represents nearly one in four purchases in supermarkets, and Pernod Ricard owns almost all the major brands of strong alcohol (but also ready-to-drink -drink, champagnes or wines).

Which Pernod-Ricard brands are affected?

All brands of the Pernod Ricard group are disappearing from Leclerc shelves. Here are the main ones (non-exhaustive list):

  • Pastis: Ricard, 51
  • Whisky: Ballantine’s, Chivas, Jameson, Jefferson’s, Aberlour, Clan Campbell
  • Gin: Beefeater
  • Rum: Havana Club, Malibu
  • Vodka: Absolut
  • Champagne: Mumm, Perrier-Jouët
  • Other: Suze, Pernod

Not a boycott

Trade negotiations between suppliers and distributors are sometimes stormy, especially in this period of inflation, and can lead to a halt in negotiations. And ultimately, at the end of the marketing of products in the brand. Pernod Ricard did not wish to comment on these discussions but ensured that it is in no way a boycott. 

Contacted, the company E. Lerclec did not respond to our request.

A classic phenomenon

This is not the first time that such a quarrel has occurred between the two groups. In 2019, once again, a disagreement over prices caused bottles of Ricard and 51 to disappear from Leclerc shelves for several months.

This phenomenon occurs on a regular basis, in all sectors and in all brands. In March, Système U and the Pepsi group cut short the negotiations, thus causing the disappearance of the American group’s products (Pepsi, Lay’s, Ice-Tea, etc.) from the Super U shelves.

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