Pernod Ricard acquired a majority stake in Ceder's, of which he just was an exclusive UK distributor and marketer from 2018.

Pernod Ricard acquired a majority stake in Ceder's, a producer of non-alcoholic spirits created by Craig Hutchison and Maria Sehlstrom, of which he was already an exclusive distributor and marketer for the United Kingdom starting from 2018. The operation was confirmed by the same Parisian company via a note. Ceder's is a gin alternative, formulated with Swedish water and South African plant extracts. Founded in the USA in October 2020, it distributes its products in over 24 markets. Several brands are investing in the non-alcoholic spirits sector in this period.