Pernod Ricard set to launch luxury hub in ecommerce play

Pernod Ricard is looking to expand its ecommerce activity by launching a luxury digital hub for “high net worth individuals”, allowing them to explore and purchase various premium brands.

Pernod Ricard is set to launch an exclusive online hub ‘Discover the House’ aimed at “high net worth individuals”, as it seeks to expand its ecommerce offering in the luxury market.

The alcohol behemoth, which owns premium brands such as The Glenlivet, Perrier-Jouët and Royal Salute, filed the ‘Discover the House’ trademark with the UK Intellectual Property Office and classed it under ‘electronic commerce services’.

Speaking at its 2015/2016 full year results roundtable yesterday (6 September), Pernod Ricard UK’s outgoing managing director Denis O’Flynn confirmed to Marketing Week that the hub is likely to be “invitation only”, and is aimed at “high net worth individuals”.

While O’Flynn could not explain the exact set up, he added there will be “different rooms” where the browser can explore various brand stories. He claimed it is set to launch “very soon”, but a spokesperson for Pernod Ricard told Marketing Week it is “still in development”.

‘Discover the House’ seems to fit in with Pernod Ricard’s wider strategic plans around how it wants to develop its ecommerce offering.

When asked about how ecommerce fits in with Pernod Ricard’s UK business, O’Flynn said: “The online shopper tends to be more of a premium shopper in the UK. The value of the shopper is higher, which gives us an opportunity to be in the premium space as there is a better chance of a purchase.”