Despite growing concerns of the impact a no deal Brexit could have on consumer spending, Pernod Ricard believes people will continue to pay for more expensive spirits as they look to drink “less but better”.
The drinks giant boosted sales by 5% for the H1FY19 period, with “strong” results leading to it increasing its profit guidance to between 6% and 8%.
Pernod Ricard says it is less concerned with boosting sales and more interested in creating a global “community of convivial people” who understand and value what the business stands for.
Malibu and Kahlúa might not have the same marketing budgets as rivals but by creating a digital innovation hub the brands are hoping to outsmart them instead.
The brand has created a digital innovation hub that is taking “fear off the table” to foster a culture of fast innovation and enable it to compete with bigger spending rivals.
The drinks giant says that while it is reducing the use of media agencies in a bid to make its marketing spend more efficient, it is still willing to spend money on big, creative ideas.
Pernod Ricard marketer Patrick Venning believes all marketers now need a commercial lens and that working on global brands has opened his eyes to the operational/strategic demands of the job.
Pernod is introducing a managing director of global business development role as it looks to take a more holistic approach to brand management.
The alcohol giant, which invests 60% of its media spend in digital advertising, sees programmatic as a way to improve efficiency and better target consumers.
Patrick Venning will take on a new role as global marketing director at the company’s Scotch whisky business.
The brand is hoping to capitalise on growing consumer demand for gin and fight off newer “local” brands.
Pernod Ricard is putting a heavier focus on collecting data directly from consumers and buying media in-house rather than using agencies.
Pernod Ricard unveiled the innovation at the Consumer Electronics Show in a move to ensure it shows up in unfamiliar environments.
Popular TV shows such as Boardwalk Empire and Mad Men have helped change whisky’s image, as Pernod Ricard looks to attract a female audience to its Chivas Regal brand through its social purpose programmes.
Malibu is using connected technology in a bid to rid the world of bar queues and bring club and festival goers’ drinks directly to them.