Malibu is looking to capitalise on consumers’ “contactless payment behaviour” by turning 40,000 of its bottles into media platforms, offering consumers access to exclusive content simply by tapping their smartphone on the bottle.
Pernod Ricard’s head of marketing Adam Boita says there is a “big opportunity” for the Malibu brand to establish its own voice with its first brand-led ecommerce site, which could be the first of many.
Changing career a number of times helped Our/Vodka’s Åsa Caap realise she is an entrepreneur at heart and that she thrives when she’s able to constantly to reinvent.
Speaking to Marketing Week to promote The Venture, Chivas whisky’s $1m competition for social enterprises, the wine and spirit maker’s chief executive Alexandre Ricard claimed today’s consumers will uncover any lack of authenticity in corporate social responsibility efforts.
Pernod Ricard is hoping to expand its “fast growing” ecommerce channel through innovations and partnerships, as it looks to build on 20% sales growth and own the digital channel.
Focusing on the negative implications of alcohol consumption will not change consumers’ drinking habits, instead brands need to use trusted figures to share positive messages.
As programmatic continues to gain momentum, Thibaut Portal, media lab leader at Pernod Ricard, Dan Michelson, innovation and capability lead at O2 and Andrew Wynd, head of media at Samsung, share their forward-looking strategies
Pernod Ricard aims to expand on its “consumption moments” strategy and widen its target audience by setting its sights on female whiskey drinkers and seeking new ecommerce partners.
While Bacardi and Pernod Ricard’s marketing structures represent opposite approaches – one with a focus on brands and the other on “consumption moments” – the goal for both drinks giants is the same: getting closer to consumers.
Pernod Ricard is adopting a new approach to ‘accelerate the business’ which will see it introduce a ‘long pipeline of digital initiatives’, a channel which it believes should be ‘everybody’s job’ and doesn’t require a specific strategy.
After restructuring its marketing teams to focus on ‘consumption moments’ instead of categories or brands, Pernod Ricard is shifting towards a ‘consumer-centric’ strategy which will see it embed ‘social responsibility’ messages in its top brands and use data to better understand its consumers.
BESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswyBESbswy Spirits company brings its global brand with localised versions to the UK, marketing the brand with the launch of a micro-distillery and events space run by local entrepreneurs to support distribution of the premium vodka.
Pernod Ricard is facing challenges with one of its flagship wine brands, Jacob’s Creek, as the volume of discounting in the wine category is drowning out its premium price positioning. While others in the Australian wine category are experiencing growth, the drinks maker is looking to turn around Jacob’s Creek’s declining sales by pushing media investment into the brand.
Pernod Ricard is tapping into its history with Andy Warhol through a digitally focused travel retail campaign in an attempt to drive volume of its special edition bottle.
Pernod Ricard says it is putting “significant investment” behind attempts to top previous festive marketing for Jameson, Ballantine’s, Chivas Regal and Brancott Estate brands as it looks to its flagship brands to push up Christmas sales.