More than ever, people are looking for brands they can identify with. A deep understanding of their expectations allows Pernod Ricard to ensure its offer aligns with their lifestyles and concerns, even as these are disrupted by the crisis we are experiencing.
Awareness of emerging trends is vital. The recent reorganisation of the Consumer Insights operations and the creation of four centres of excellence have paid off during the crisis, allowing the Group to be more agile in identifying new moments of conviviality and rapidly adapt brand strategies. Moreover, through its Convivialité Ventures, the Group is investing in startups reinventing the conviviality space. An example is Fever, a platform offering users a selection of events, outings and tips in their neighbourhood.
Over the last year, the Group’s Specialty brands portfolio won attention with the addition of super‑premium craft spirits started by passionate entrepreneurs. From the rare Japanese gin KI NO BI to the proudly Texan bourbon TX and authentic Italicus aperitivo, these distinctive artisanal brands resonate with the growing interest in terroir, craftsmanship and local sourcing.
