Ready for a ‘big burst’: How Pernod Ricard plans to attract younger gin drinkers
Manny PhamAfter seeing a surge in sales over the past 12 months, it believes now is the time to capitalise on momentum by adding TV to its marketing arsenal.
Pernod Ricard
Why brands are taking a pragmatic approach to experiential marketing
MaryLou CostaHas a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
Pernod Ricard using flavoured gins to ‘recruit’ people into wider category
Ellen HammettPeople that have been exposed to Beefeater Pink are much more favourably disposed to the core product, says the drinks giant.
Pernod Ricard doubles down on investment in ‘super premium’ brands
Molly FlemingDespite 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”.
Pernod Ricard on ‘right trajectory’ following marketing shake-up
Ellen HammettThe 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 launches first corporate brand campaign
Ellen HammettPernod 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.
How Malibu and Kahlúa are taking fear off the table with their marketing innovation hub
Molly FlemingMalibu 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.
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Malibu on competing with brands with bigger budgets: ‘It’s not about being the biggest fish but the fastest’
Molly FlemingThe 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.
Pernod Ricard is still willing to pay ‘big money’ for creative, disruptive ideas
Molly FlemingThe 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 on why ‘the days of the pure marketer are long gone’
Molly FlemingPernod 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 Ricard puts a finance guy in charge of its brand strategy
Sarah VizardPernod is introducing a managing director of global business development role as it looks to take a more holistic approach to brand management.
Pernod Ricard puts faith in programmatic despite brand safety concerns
Leonie RoderickThe alcohol giant, which invests 60% of its media spend in digital advertising, sees programmatic as a way to improve efficiency and better target consumers.
Pernod Ricard promotes UK marketing boss to global role
Sarah VizardPatrick Venning will take on a new role as global marketing director at the company’s Scotch whisky business.
Beefeater Gin unveils brand refresh as it returns with first major campaign in 12 years
Leonie RoderickThe brand is hoping to capitalise on growing consumer demand for gin and fight off newer “local” brands.
Pernod Ricard: ‘You cannot rely on third parties to know your consumers’
Leonie RoderickPernod Ricard is putting a heavier focus on collecting data directly from consumers and buying media in-house rather than using agencies.