Pernod Ricard Nigeria has entered into a distribution agreement with the CFAO Group which covers the drinks group’s entire portfolio in the country.

The deal, signed at the beginning of April with CFAO Group’s Nigerian and distribution subsidiary, is particularly important for the brands Martell, Absolut and Chivas Regal – all key to the duty free and travel retail channel.

While DF&TR and international supermarket chains are excluded from the terms of this agreement as these are directly managed by Pernod Ricard Nigeria, a wider local market brand presence is expected to have an impact on DF&TR sales.

Dariusz Opieriowiec, Managing Director of Pernod Ricard Nigeria, says: “Pernod Ricard Nigeria aspires to establish healthy, sustainable positions with our new partner, in strict compliance with local laws and regulations. This distribution contract testifies to our long-term commitment to one of the most promising markets on the continent.”

Pernod Ricard Nigeria is a subsidiary of Pernod Ricard Sub-Saharan Africa. Driven by the middle class boom in the region, during the first half of the year Pernod Ricard reported +12% growth in the area. As a result, the company intends to roll out more of its international brand portfolio and implement a premiumisation strategy.

In 2012, Pernod Ricard Sub-Saharan Africa incorporated five subsidiaries in the key African markets of Ghana, Angola, Kenya, Namibia and Nigeria. Laurent Pillet (left), Managing Director of Pernod Ricard Sub-Saharan Africa, comments: “In less than one year, we have managed to open direct subsidiaries in the region’s main markets, which is a condition precedent to laying the foundations for strong and sustainable growth with our local partners.”