Strong marketing is undoubtedly behind Pernod Ricard’s ability to continually grow sales of its premium drinks brands in a stagnant on-trade market, as well as driving double-digit growth in the off-trade, far outpacing the market overall. Reaching into the online world, digital communities and social entrepreneurship are at the heart of Patrick Venning’s plans for three of the company’s premium brands: Brancott Estate, Jameson and Chivas. In addition to leading the company’s entrepreneurship scheme, his mentoring activities are central to his collaborative approach. “It’s the team ethic that drives success because people motivate and support each other,” he says.
Lightbulb moment: "Research data is just one part of the decision-making process. Gut feel, judgement and experience should never be ignored."