Integrated Annual Report FY21

Major trends in a new world

Major trends in a 
NEW WORLD

Augmented socialising, personal moments of reflection, virtual celebrations and a craving for real-life togetherness, Pernod Ricard explores the evolving needs of consumers and opportunities for the Group. As the pandemic made human contact scarce, in-person connection has become all the more sought after. Its return will be complemented by consumers’ new behaviours, online as in real life. As this hybrid model of conviviality emerges, six major trends are shaping the future.

SUSTAINABILITY

Awareness of the social impact of consumption habits on people and the planet is growing. Social media is catalysing a new era of virtual activism and nurturing consumer interest in brands’ ethical and environmental practices.

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  • Being transparent about the origin and sourcing of ingredients, sustainable production and responsible distribution.
  • Tackling any form of impact on nature.
  • Using packaging to reassure and educate about nutrition, alcohol content, sustainability and recycling.
  • Leading change with our suppliers and hospitality partners.
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How can we be more open about our sustainability and responsibility commitments, progress and results, and share knowledge for further impact?

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  • Innovative packaging solutions. Absolut launched a paper bottle prototype and achieved its goal of 50% recycled glass in its iconic bottle and 60% recycled glass in its limited edition bottles.
  • Sustainably sourced ingredients. In 2020, Irish Distillers launched the Green Spring Barley programme to encourage Irish farmers near the Midleton distillery to grow barley sustainably and take initiatives to improve biodiversity.

VIRTUAL 
TOGETHERNESS

Togetherness is being redefined as a state of mind and not just a physical experience; a belief that will endure beyond Covid-19. As cultural connection has shifted towards cloud parties, the virtual metaverse and gamified experiences, people are cultivating communities of like-minds across continents and are making valued friendships that defy the boundaries of physical reality.

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Consumers want to strengthen social bonds and create community in emerging types of virtual occasions. As Covid-19 restrictions decline, online gatherings will blend with real-life socialising and the opportunities provided by augmented home entertainment. This will catalyse a new interconnected eco-system for the conviviality of tomorrow.

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As socialising habits change and online interactions become mainstream, how do we experiment with new platforms and partners to transform these into meaningful convivial experiences?

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  • During the pandemic, Ballantine’s adapt-ed its partnership with Boiler Room to create the ‘Streaming From Isolation’ series, watched by 70 million people around the world.
  • Partnership with ‘Tomorrowland Around The World Festival’ - the first pay-per-view virtual music experience created on the scale of a real festival for fans of electronic dance music around the world.

86%
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OF GLOBAL GEN Z YOUNG ADULTS SAY THAT TECH-NOLOGY IN THE METAVERSE ENABLES THEM TO CONNECT WITH ONLINE COMMUNITIES THROUGH SHARED PASSIONS.

Source : Deutsche Telekom.

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