Pernod Ricard looks to mobile to boost sales

Pernod Ricard is using mobile marketing to target consumers with point of purchase promotions in a bid to be “front and centre” when consumers are buying drinks in pubs, clubs and shops.

pernod ricard

The company is piloting the mobile scheme in several markets in Europe and Asia. A wider rollout is possible next year.

Thierry Billot, managing director of brands at the Jameson and Absolut  Vodka maker says the industry has not not done enough to reach customers at bars and in-stores with targeted digital  promotions, despite the medium offering brands an “unrivalled” opportunity.

He adds: “Digital gives us a chance to establish ongoing relationships with consumers who want to trade-up to our premium brands. We’re experimenting with the point of purchase scheme but it could be something we expand in future”.

Pernod Ricard, along with its rivals, are increasingly turning to mobile as a key channel for driving repeat purchases. In July, the company launched a long term digital platform for its Olmeca Tequila brand. 

It is hoped that the digital push will help to optimise the company’s marketing activity and boost sales, particularly in flagging Western Europe markets such as the UK, which saw sales drop 4 per cent year-on-year in its last financial year.

Billot insists that despite the decline, there is “strong potential” for growth in the spirit and whisky categories.

The company will launch shazam enabled ads under its Absolut Vodka brand as well as ramp up marketing spend for its scotch whiskey portfolio “as the categories continue to grow.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here