Global geopolitical situations and the impacts of the pandemic continue to influence the ways people live. In this ever-changing landscape, Pernod Ricard analyses consumer trends to identify new opportunities for the Group. Capitalising on business opportunities and trends shaping how consumers interact with brands, Pernod Ricard is taking action to bring new moments of conviviality to consumers around the world.
After more than two years of uncertainty provoked by Covid-19, the home has emerged as a space that blends people’s social, cultural and leisure lives in one place. As people begin socialising in person once again, they are increasingly gathering at the place they now feel the most comfortable - their own homes.
To adapt to staying home during the pandemic, people created new rituals that brought formerly external activities - working, dining, movies, concerts and more - into their homes. Now accustomed to the safety and comfort of private spaces, consumers are demanding new ways to unlock conviviality at home.
How can we respond to our consumers’ needs, behaviours and aspirations when they are creating conviviality at home?
The Ready-to-Drink (RTD) category allows consumers to drink high-quality, delicious cocktails from the comfort of their own home - without needing a bar cart. Absolut, Jameson, Kahlúa, Malfy, Malibu, Beefeater and Havana Club have all launched their own RTD offerings, and other brands have RTDs in development.
> 40% of Europeans are using their homes for activities they previously did elsewhere before the pandemic
Source: Samsung, 2021
Physical proximity is no longer a requirement for people to socialise and connect with each other. We are more hyperconnected than ever, and in a trend accelerated by the pandemic, virtual togetherness is building digital communities united around common interests. This is transforming the experience of conviviality and what it means to be together.
Conviviality is no longer dependent on a time or place: it has become a state of mind. As many aspects of consumers’ lives move to the digital world, they are looking for new online experiences and convenient ways to connect with others virtually.
How can we unlock the magic of human connection for those who are socialising virtually? How can we create conviviality in the metaverse? How can we connect with new consumer bases through unique digital offerings?
Absolut organised Absolut.Land, a metaverse experience available during Coachella, while Royal Salute and Martell launched and sold their first NFTs. Ballantine’s began a long-term partnership with the popular online game Borderlands.