Our Brand Homes are the best expression of our raison d’être: to be ‘Créateurs de convivialité.’ True showcases for our brands, these exceptional places are not only places of history, knowledge and terroir, but also experiential places, symbolising a way of life that our brands embody in their direct connection with consumers.
“We have the opportunity to bring to life conviviality in our Pernod Ricard Brand Homes! It’s the heart of who we are… ‘Créateurs de convivialité.’ We know the way of travelling has changed with the pandemic, but human connections, curiosity to discover our roots and meet the people behind our brands is always there; our teams are truly happy to share this reconnecting moment with all our visitors.”
LAURA SILEO PAVAT, BRAND HOME EXPERT
Pernod Ricard plays a unique role in bringing conviviality to consumers worldwide. Counting 45 Brand Homes, these distilleries, wineries, museums and family homes showcase the local history and heritage of brands and offer customised and memorable experiences to consumers.
In line with Pernod Ricard’s corporate vision to be ‘Créateurs de convivialité,’ the new Brand Home strategy is designed to create commercial, brand, corporate and community value. No longer solely custodians of the past, Brand Homes must also be ‘futureready’ business ecosystems that marry authentic moments of conviviality with commercial value and future growth.
As aspirational lifestyle travel destinations for their fans, new brand initiatives can define the brand experience and create opportunities to further build relationships with their consumers. For example, Jameson Distillery Midleton recently launched Barrell Club, an exclusive membership club, and Jacob’s Creek Visitor Centre partnered with Fever to host a Candlelight Concert in the Barossa Valley. As part of the Company’s longterm strategy, 2021 also saw the opening of several new Brand Homes, including House of KI NO BI in Japan, The Mx in Marseille and Perrier-Jouët’s Belle Epoque Society in the Champagne region.
To expand the reach of their influence, Brand Homes are offering an increasing amount of e-commerce and virtual experiences, pushing the limits of conviviality experiences like never before. This year, The Glenlivet Distillery took advantage of their forced closure during the pandemic lockdown to refurbish their site and offer new experiences upon reopening. It also launched an e-shop that gives consumers access to distillery exclusive products. Likewise, Rabbit Hole Distillery launched a fully personalised virtual experience package on their site that brings the heritage of Kentucky Bourbon directly into the consumer’s home, while Jameson Distillery Bow Street is creating moments of corporate conviviality through a new virtual B2B experience.
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BRAND HOMES WORLDWIDE
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