Pernod Ricard CEO: We’re basing decisions on data, not perception
Niamh CarrollModeration among younger drinkers is often framed as an existential threat to spirits companies, but Pernod Ricard says it will look to data, not assumptions.
Pernod Ricard
‘Curators not owners’: Beefeater’s marketing boss on why consistency is key
Josh StephensonPernod Ricard’s global vice-president of marketing for gins believes it’s important brands “evolve at the same pace” as their consumer rather than changing creative every other year.
Havana Club on possibilities, price points and ‘extreme quality’
Niamh CarrollPernod Ricard-owned Havana Club wants to become the “preferred rum” for consumers by emphasising the versatility of its portfolio.
Pernod Ricard UK promotes internally for new marketing director
Niamh CarrollPernod Ricard UK has appointed brand director Liam Murphy to lead its marketing function, with predecessor Leanne Banks moving to work for the business’s Scotch whisky brand Chivas Brothers.
Pernod Ricard to step up brand activations in each market despite declining sales
Niamh CarrollPernod Ricard, which owns brands including Malibu and Absolut, is using its digital and tech capabilities to activate 15 to 20 brands in each market, compared to six to eight previously.
Absolut’s global VP on why brands must be ‘built on values’ not just driving sales
Niamh CarrollAbsolut’s ‘Born to Mix’ values of creativity and championing difference make it more meaningful as a brand, and, therefore, drive sustainable growth in the long term, says the vodka brand’s global VP of marketing.
‘One plus one can equal three’: Absolut on the power of brand collaborations
Niamh CarrollCollaborations can be just as powerful delivering cultural relevance rather than purely commercial results, explains marketing boss Deb Dasgupta.
Pernod Ricard commits to maintain ad spend despite ‘soft’ sales
Niamh CarrollThe company will maintain advertising and promotional spend at a ratio of 16% of its net sales, as it seeks to ‘dynamically optimise’ this budget through effectiveness tools.
Pernod Ricard looks to effectiveness drive to outperform bigger spending rivals
Chris SutcliffeThe drinks company is looking to get even smarter with the investment choices it makes with increasing use of analytics tools that will allow it to improve performance across its portfolio, and not just on the flagship Jameson and Absolut brands.
Pernod Ricard says investment in effectiveness is driving more ‘precise’ marketing
Niamh CarrollThe drinks giant is using technology to optimise how its marketing and promotional spend is deployed as it looks to get higher returns on its consistent level of investment.
Pernod Ricard to step up advertising spend after ‘significantly’ boosting ROI
Niamh CarrollWhisky brand Jameson has increased the ROI on its media spend by 40% in the US, thanks to Pernod Ricard’s digital transformation efforts, the business claims.
Pernod Ricard plans ‘biggest ever’ Christmas marketing spend
Niamh CarrollPernod Ricard is confident Christmas will be a strong period for its alcohol brands despite the cost of living crisis, with factors like the World Cup and the absence of Omicron this year expected to bolster sales.
Pernod Ricard’s top UK marketer on increasing marketing’s ‘share of voice’
Niamh CarrollUK marketing director Leanne Banks says shifting focus from commercial goals to creativity is helping Pernod Ricard take on its bigger rivals.
Pernod Ricard ups marketing spend despite ‘volatile’ environment
Michaela JeffersonThe drinks giant experienced “strong” growth in sales and profit over the first six months of its fiscal year, amid rising marketing spend and the continued pursuit of its premium pricing strategy.
Meet the brands using design to elevate their categories
Megan TatumFar from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.