Integrated Annual Report FY21

“Drinks&Co provides direct access to consumers, enabling us to understand their online and in-store behaviours in real time through data, leading to the development of winning strategies for brands.”

LOUIS DE FAUTEREAU, MANAGING DIRECTOR DE DRINKS&CO

Already, Drinks&Co is operating in 10+ European markets. By acquiring Uvinum, Europe’s leading wine and spirit marketplace, in 2018, and then Spain’s ecommerce category leader Bodeboca in 2019, Pernod Ricard has given a boost to its direct to consumer digital strategy. Since launching in 2020, the platform has grown over 85% to reach €40m in sales, all the while increasing its margin. Thanks to Drinks&Co, today Pernod Ricard has direct contact with over 2 million online shoppers.

Omnichannel retail strategy

n addition to increasing the potential for direct online sales, the data gathered from consumers allows Pernod Ricard to better target them, through both existing channels and new ones. As part of an omnichannel approach, the Drinks&Co online marketplace is bolstered by two concept stores in Shanghai and Paris that transform the promise and scope of the platform into the physical retail world. Since opening in July and December 2020 respectively, the stores – where consumers can try before they buy, order for delivery, or simply stop in for a drink – have welcomed more than 20,000 customers attracted by the omnichannel approach.

Taken together, the online platform and physical stores offer an enticing direct to consumer distribution model, reinforced by the potential to trial and launch new products on the basis of data gathered about consumer habits and desires.